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30Wholesale · Case study

Coastal Provisions.

Wholesale food shop — case quantities, delivery slots, and repeat-order accounts. We delivered the ecommerce shop as a live conversion surface for wholesale orders.

  • Wholesale
  • Ecommerce shop
  • Wholesale orders
Start a projectAll work

01The delivered site

Delivered layout.

The layout we shipped for this project — desktop first, with a phone view where we have one.

The Coastal Provisions website on desktop

02The brief

Traffic arrived. Buying still felt like work.

What we were hired to fix

Coastal Provisions needed a ecommerce shop that did one commercial job: wholesale orders. Wholesale food shop — case quantities, delivery slots, and repeat-order accounts.

The constraint was not “more pages”. It was a wholesale audience who would leave if the next step was vague. We treated that as the brief, not a later optimisation.

We shipped a finished ecommerce shop — copy, layout and conversion path — so the team could run wholesale orders from a URL they own.

03What we delivered

Find, compare, buy — then repeat.

We built Coastal Provisions as delivered work, not a concept. Structure, proof and the wholesale orders path were designed together, then implemented as a maintainable front end.

Every block on the page has a job: explain the offer, show evidence, and move a real person to wholesale orders. If it did not do that, it did not ship.

  1. 01

    Structure the catalogue.

    Categories, SKUs and collections match how the buyer already shops — trade, wholesale or consumer.

  2. 02

    Make the product honest.

    Photos, prices, case sizes and stock cues on the card. No mystery between listing and basket.

  3. 03

    Shorten the checkout.

    Account, guest or reorder paths with fewer blockers between intent and paid order.

  4. 04

    Ready for the next range.

    Promos, vendors and repeat orders sit on the same rails so growth does not mean a rebuild.

04Outcomes

What good looked like.

A conversion path that is obvious.

Visitors can complete wholesale orders without a sitemap. The action sits where the offer is.

A site that looks like the business.

Coastal Provisions reads as a wholesale ecommerce shop — not a reused template with the logo swapped.

A build they can keep running.

The same structure takes a new offer, SKU or workflow without starting again.

—More work

From the archive.

All work →

Next step

Good ecommerce feels predictable: find, compare, buy, repeat.

A short call with the person who would run it — not a sales script.

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