A food manufacturer wanted to grow in wholesale and sell to consumers at the same time. But the products mainly came in bulk packs for business customers. Our recommendation was to set up the B2B channel properly first and only push the consumer business once pack sizes, packaging and shipping were ready for it. A new sales channel isn't ready just because the store can technically handle it.
The starting point
Consumers order small quantities, expect handy packs and shipping that fits the order value. Business customers order large quantities, often by the pallet, and have completely different expectations for delivery and pricing. Selling bulk packs to consumers means either unsuitable products or shipping costs that kill the purchase.
Two routes for two order sizes
| Wholesale | Consumers | |
|---|---|---|
| Order size | Large, often by the pallet | Small, individual packs |
| Shipping | Ideally straight from the factory | Via a fulfillment provider |
| Packaging | Bulk packs | Handy packs, ready to ship |
| Prerequisite | Prices, terms, ordering process | Suitable products, shipping costs, brand |
Our recommendation
- Set up B2B properly now. With clear ordering processes and terms for trade customers.
- Large quantities straight from the factory. That saves storage costs and detours.
- Fulfillment for smaller orders. And for additional customer groups as they come on board.
- Prepare B2C, but don't force it. Only once pack sizes and packaging are in place.
- Plan Shopify for both. The store can handle both models later without being rebuilt.
Your takeaways
- A new channel needs operational prerequisites. Product, packaging and shipping have to fit.
- Packaging is part of the buying experience and the costs. It helps decide whether consumer shipping pays off.
- Different order sizes need different routes. Factory shipping and fulfillment aren't mutually exclusive.
- Visibility isn't the same as readiness. A channel should go live when it works, not just because it's possible.
Thinking about selling to consumers alongside wholesale? Let's look together at what needs to be in place and plan the store so it can do both.