Wineware
Services: Replatforming & Migration, B2B/Trade Experience, Custom Development, Consultancy, Email
Website: https://wineware.co.uk/
Wineware has always been about elevating the drinking experience - whether that’s for wine enthusiasts looking for the perfect glassware or a restaurant kitting out an entire cellar. But as their trade customer base grew, their existing setup started to fall short.
They needed something better.
Tailored purchase experiences built for their regular customers and their trade buyers.
The Challenge
Wineware’s trade business was growing, but the old site wasn’t built for B2B. Wholesalers needed personalised pricing, access to specific ranges and a buying flow that matched how they place orders - not a consumer checkout. A replatform from NopCommerce to Shopify was already on the roadmap but Shopify Plus was out of reach: the licence would push costs beyond target.
The brief was clear. Build a tailored trade experience inside the standard Shopify store, keeping consumer and trade journeys separate where it matters, without running two sites. So, we set out to keep the retail journey tidy for both audiences, and give the team something they can run day to day. No drama. Just the right tools for the job.
What we did
We migrated Wineware to Shopify and built a dedicated trade area directly within their existing Shopify store - no Plus required. Using the Wholesale Hub app as the foundation, we layered custom features and content controls to keep consumers and trade cleanly separated while using one product catalogue and one backend, so the team can manage everything in one place. Implementations included:
Trade login and approval with a streamlined registration flow.
Trade-only visibility for selected products, collections and pages.
Adaptive navigation so trade customers see what they need, fast.
VAT inclusive/exclusive toggles for clear pricing breakdowns.
PO number capture at checkout to streamline B2B purchasing.
Per-unit pricing displayed to simplify bulk ordering decisions.
Manual payment options (e.g. BACS) alongside standard payments.
Klaviyo integration for segmented email, ensuring trade messaging went to trade users at the right time.
We also designed a bespoke wine rack calculator to help customers buy confidently.
All of this sat within the larger project of moving Wineware from NopCommerce to Shopify - a major replatforming to modernise their entire tech stack. And of course, we provided full team training to ensure they could run with confidence post-launch.
“They even developed a bespoke rack calculator, which has been a huge hit with our customers… We’ve stayed on as a retainer client because working with Squashed Pixel is such a positive experience.”
Wineware’s new Shopify store has dedicated journeys for both of its audiences, and gives them the power to run consumer and trade from one place. Early numbers are positive, and they arrived without the cost of Plus - just 30 days after launch, they saw:
+10% sales
+8% average order value
+13% conversion rate
+24% traffic
Why this mattered?
Wineware’s team wanted a trade experience that felt built-for-B2B, not a repurposed retail store. By pairing Wholesale Hub with targeted customisation, we gave wholesalers a smoother path to buy and kept project costs sensible.
The team now spend less time on admin and more time serving customers - which is the point.
The Results
Replatforming from NopCommerce to Shopify felt daunting, until Squashed Pixel stepped in. They took the time to truly understand our business and customers’ needs, delivering a site that looks fantastic and functions seamlessly.
Knowing they’re handling the complex work behind the scenes gives us the confidence to focus on growing our business.
Mark Wellman - Director | Wineware