Phycohealth
Australian Cosmetics serving wholesale and D2C, now serving 20,000 customers
Industry
Health · Retail
Scope of work
Development
Duration
Ongoing
Challange
Wholesale ran on its own storefront, and someone had to hold it together by hand.
PhycoHealth is Australia's first seaweed-powered health company. It grows and harvests its own seaweed and sells gut health, nutrition and skincare products to consumers and retailers. Consumer sales ran on Shopify Plus, while retailers ordered through a separate Unleashed B2B storefront. Every wholesale order needed hand-holding between the order, the fulfilment and the accounts, and the team had little say over how retailers experienced the brand. The founder needed someone to own the technical side directly, without a full-time hire.
Goal
Retail and wholesale in one store.
The aim was to bring wholesale into the Shopify Plus store already running the consumer business. That meant less manual work between an order and the books, a better buying experience for retailers, and full control over the storefront. It also had to happen without putting live orders at risk.
Solution
A blended store, migrated carefully, with the accounting wired in.
We started by researching the options and bringing the founder a recommendation, and we built once it was signed off. We audited the wholesale products, customers and pricing, then rebuilt them as B2B catalogues and markets inside the existing store. Everything came across in bulk, with customers imported inactive and products as drafts, and nothing went live until it had been reviewed. Shopify Flow now handles retailer signup and tagging, and a safeguard flags any wholesale-only product that turns up in a consumer order. B2B orders feed into A2X and Xero, and Sufio generates the tax invoices, so nobody has to re-key an order to get it into the accounts. The same embedded setup covers the rest of PhycoHealth's technical work. We extended a skin analysis app into a full skincare trial platform, built a data intake app for the farm's raceway ponds, and fixed a checkout bug that charged shipping twice on mixed subscription and one-time carts. A/B testing on cart and bundle changes is underway, so new ecommerce features have to prove they earn their place.
