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ecommerce18 weeksIndustrial parts distributor, 40,000 SKUs

Doubling mobile conversion for a B2B distributor

2.1xMobile conversion rate
4.8s → 1.3sMobile largest-contentful-paint
82% → 99.4%Stock accuracy
+38%Trade orders placed self-service
The challenge

What was not working

A distributor selling to both trade accounts and consumers was constrained by a hosted platform that could not express customer-specific pricing or credit terms. Mobile largest-contentful-paint was 4.8 seconds, stock accuracy sat at 82%, and trade customers phoned orders through because the site could not show their pricing.

The solution

What we built

Cyntra rebuilt the storefront on Commerce Core with tiered and account-specific pricing, purchase-order checkout for credit accounts, sub-second faceted search across 40,000 SKUs, and bi-directional warehouse inventory synchronisation.

How we ran it

1

Commercial modelling

Documented the real pricing logic — 14 tiers plus 200+ account-specific overrides previously held in a spreadsheet.

2

Search architecture

Built a dedicated search index so faceted navigation across 40,000 SKUs returns in under 200ms.

3

Performance budget

Set and enforced a 1.5s mobile LCP budget in CI, blocking any release that regressed it.

4

Inventory sync

Implemented bi-directional warehouse synchronisation with reconciliation reporting.

5

Trade migration

Onboarded the top 50 trade accounts personally before opening self-service to all.

“Our trade customers stopped phoning orders through, which told us more than any analytics dashboard. The site finally works the way our business does.”
— Commercial Director, industrial distributor
Services delivered

The engagements behind this project

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