Case Study - Solving B2B and B2C Complexity with Custom Shopify Segmentation and Shipping Logic

The Situation Before Our Intervention

West Valley Rock, a leading supplier of bulk landscaping materials, needed their Shopify store to handle three distinct customer segments: Retail, Contractor, and Wholesale. Each group required different pricing structures, product visibility rules, and shipping calculations. However, Shopify’s out-of-the-box features didn’t support any of that complexity. There was no way to segment customers by business type during signup, so everyone saw the same products and pricing—even if they weren’t relevant. The store’s post-purchase experience was also lacking, with a generic thank-you page that offered no contact details or operational info, leading to confusion and follow-up calls. Shipping was another pain point. With five distribution hubs and delivery costs dependent on both ZIP codes and distance, the native Shopify shipping system simply couldn’t keep up. Lastly, creating different product versions manually for each customer segment was tedious, error-prone, and unscalable—especially when managing hundreds of SKUs.

Solving the Problems

To address these issues, we delivered a complete solution that brought logic, automation, and personalization to the client’s Shopify environment.

1. Customer Segmentation at Signup

   We customized the registration process to allow users to select their Business Type (Retail, Contractor, or Wholesale). Upon registration, the store owner receives an automated internal notification email with the user’s full details, allowing for quick review and segmentation. This eliminated the need for manual classification and ensured relevant content delivery from the start.

2. Smart Post-Purchase Messaging

   We built a custom Shopify UI extension for the “Thank You” page, which dynamically displays relevant contact information, pickup instructions, and operational hours. This small touch made a big impact—reducing confusion and lowering support inquiries post-purchase.

3. Advanced Regional Shipping Setup

   We integrated the “Shipping Based on Zipcode” app and configured a custom logic model that accounts for both ZIP codes and distance to the nearest of five distribution centers. This allowed for accurate, scalable shipping rules that reflect real-world logistics—no more undercharging or overcomplicating delivery pricing.

4. Automated Product Versioning + Visibility Control

   Using a custom script, we automated the generation of sector-specific product versions, with pricing calculated dynamically (e.g., contractors get a fixed % discount, wholesale customers a larger one). To ensure a seamless user experience, we combined this with the “Content Restriction and Fraud Prevention” app, which automatically hides irrelevant products and redirects users to the correct product version based on their profile.

Outcome

Our work gave West Valley Rock a fully optimized Shopify environment, tailored to their complex operational needs:

• Dynamic Product Visibility & Pricing

  Customers now only see the products and pricing relevant to their segment, reducing confusion and improving conversion.

• Efficient Customer Onboarding

  The segmentation logic and internal email workflow replaced tedious manual vetting with a fast, accurate classification process.

• Stronger Post-Purchase Experience

  The custom checkout UI extension improved customer confidence and reduced the support burden by proactively communicating key info.

• Accurate, Scalable Shipping Management

  With ZIP and distance-based shipping logic in place, the store can now offer more precise delivery rates—boosting trust and operational efficiency.

• Time-Saving Script

  Automated product versioning allowed the client to manage pricing and visibility more efficiently at scale, without the need for repetitive manual input across over 1,000 products—freeing up internal resources and minimizing errors.

The Key Takeaway

For businesses that sell to multiple customer types, personalization isn’t a luxury—it’s a requirement. In this project, we turned a standard Shopify setup into a segmented sales engine, capable of adapting to the specific needs of retail buyers, contractors, and wholesale partners alike. The lesson? When the platform doesn’t offer what you need out of the box, the right development partner can build around those limits—turning complexity into opportunity.

Results: Streamlined B2B/B2C workflows, accurate shipping logic, reduced manual effort, increased operational clarity.

Services provided