Problem Statement

Our client, a privately owned Australian distributor of medical and surgical devices approached us with the goal of building a one-stop online destination for medical equipment and supplies. Known for delivering innovative products that redefine their therapeutic areas and for providing exceptional customer service, came to the table with a clear product vision, complete Figma design files, and the need to support both B2C and B2B user journeys within a unified Shopify environment. This digital expansion aligned with their ongoing mission to empower healthcare practitioners with superior tools and seamless access to the devices they rely on. 

Key business requirements included: 

• Building the entire storefront from scratch, based on Figma-provided designs. 
• Introducing B2B-specific features and flows, accessible based on user type. 
• Limiting access to checkout for users with payment overdue. 
• Enabling product-specific enquiries directly from the product detail pages. 
• Creating a B2B application workflow with form-based submissions. 
• Centralizing financial communication by routing all order invoices from an institution to a designated finance department. 

The challenge was to extend Shopify’s capabilities to support institution-level logic, role-based experiences, and integrated enquiry handling — all while maintaining Shopify’s performance and reliability.

Our Solution

We developed a fully customized Shopify storefront that delivered an intuitive and scalable experience for both retail and institutional buyers. Our solution was tailored to support medical industry workflows, institutional purchasing behaviour, and business-level decision-making processes. 

What made the solution different? 

Custom B2B Access & Checkout Restrictions 

• Developed a custom feature that blocked checkout access for users with overdue payments, ensuring financial compliance before new orders could be placed. 
• Displayed contextual messaging to notify users when their account is temporarily restricted. 

Embedded Product Enquiry on PDP 

• Built a custom enquiry component within the Product Detail Page. 
• Captured product and variant details from the backend dynamically. 
• Routed enquiries to the relevant seller or vendor, enabling one-to-one communication on product specifications, pricing, or delivery timelines. 

B2B Application Workflow 

• Implemented a B2B enquiry form where users could apply to become institutional buyers. 

Institution-Level Invoice Routing 

• Designed a logic layer that, regardless of which user from an institution placed an order, automatically sent the invoice to the central finance department email. 
• Ensured clean separation between individual user accounts and institutional billing preferences — critical for hospitals, clinics, and other healthcare buyers. 

This tailored setup empowered the client to manage a dual B2B/B2C model effectively, streamline administrative workflows, and meet the nuanced operational needs of medical institutions. 

Outcome and Business Impact

• Successful Launch: A clean, custom-built Shopify storefront was delivered based on the client’s design vision with pixel-perfect accuracy. 
• Dual-Path Experience: Enabled support for both B2C and B2B flows within a single Shopify setup, enhancing flexibility and operational control. 
• Financial Compliance: Checkout restriction for overdue accounts reduced invoice delinquency and improved financial governance. 
• Sales Enablement: Product-specific enquiry forms increased lead generation and vendor responsiveness. 
• Institutional Workflow Support: Invoice routing ensured accurate and centralized billing for large institutions, regardless of which employee initiated the order.