Brief
Supporting the growth and autonomy of retailers
In a context where B2B orders were primarily managed through email, private messages, and manual interventions, Soha sought to structure its sales model to improve efficiency, clarity, and scalability.
The mandate was to design a complete Shopify B2B platform, integrating a dedicated space for retailers, adapted pricing management, and an autonomous ordering journey, while respecting the specificities of the existing business model.
Goals
The objective was not only to digitize a process, but to make it clear, reliable, and performant. Beyond the technical implementation, the project aimed to structure an experience that reflects real B2B purchasing behavior: speed, clarity, product variety, and immediate understanding of commercial rules. The primary challenge was to reduce friction while maintaining a trusted relationship with partners.
Tools and partners
Complexity and challenge
A hybrid B2B ecosystem translated into a digital experience
The primary challenge of the project lay in the hybrid nature of Soha’s B2B model. On one hand, autonomous clients were able to place orders independently online, while on the other, larger accounts still relied on manual processes through purchase orders.
This duality required designing an experience flexible enough to accommodate different levels of digital maturity, without adding complexity to the user journey. Additional constraints came from Shopify itself, particularly around the checkout, B2B account management, and the integration of applications such as Sparklayer for pricing and order management. The challenge was not only technical, but also structural: organizing information in a way that is immediately understandable, without relying on human support.
Finally, B2B purchasing behavior, characterized by orders composed of multiple products in small quantities, required a fundamentally different approach from traditional e-commerce. The experience needed to prioritize fast add-to-cart actions, clear product visibility, and a reduced number of interactions, rather than discovery or storytelling.
Approach
A UX approach structured around real B2B purchasing behaviors
The project began with a research phase aimed at deeply understanding current usage patterns. This included analyzing real customer journeys, identifying friction points within manual ordering processes, and observing purchasing behaviors. This step made it possible to define distinct user profiles and clarify key needs, particularly around speed, autonomy, and clarity of business rules.
Based on these insights, an information architecture was developed to structure content around clear user intentions: to buy, to understand, and to reference. This approach helped distinguish procedural content, B2B resources, and brand-related information, reducing overlap and eliminating areas of ambiguity.
Wireframes and designs were then developed with a strong “collection-first” approach, prioritizing quick add-to-cart functionality, product readability, and simplified interactions. Each element was designed to support fast decision-making, minimizing distractions and enabling an efficient experience tailored to a professional context.
Solution
A B2B platform structured around speed, clarity, and autonomy
The solution developed is based on the implementation of a dedicated B2B platform, designed to translate Soha’s real-world operations into a cohesive and efficient digital experience. The site architecture was structured around three core user intentions: to buy, to understand, and to reference. This approach allows users to quickly move into action while keeping essential information easily accessible.
Particular attention was given to crafting an experience that matches the visual quality and fluidity of a B2C environment, while integrating the functional depth required in B2B. The goal was to offer an interface that feels intuitive, engaging, and on-brand, without sacrificing the efficiency and structure needed for professional use. At the core of the experience, a “collection-first” approach was prioritized to reflect actual B2B purchasing behaviors. Partners can browse products by category, quickly review available options, and add items to their cart without unnecessary interactions. This logic reduces the time required to build an order and improves the overall fluidity of the journey.
The integration of Sparklayer enables the management of B2B-specific needs, including pricing display, customer accounts, and ordering functionalities. This functional layer is supported by a deliberately minimal interface, designed to avoid overwhelming users and to prioritize operational efficiency. In parallel, a content structuring effort was carried out to present information clearly and explicitly. Business rules, policies, and resources are centralized within a dedicated space, while the ordering process acts as a self-guided resource. This organization reduces reliance on human support and ensures a quick understanding of how the system works.
Results
A clearer, easier and better-structured B2B experience
The implementation of the B2B platform transformed a previously fragmented process into a structured, accessible, and autonomous experience. Partners can now browse, select, and place orders without relying on constant support, significantly reducing friction and operational back-and-forth.
The clarification of business rules, particularly around payment, resale, and logistics, contributes to a stronger understanding of the B2B framework. By centralizing this information into dedicated sections, the site becomes a true reference point for partners, minimizing ambiguity and repetitive inquiries.
The project also made it possible to create a B2B platform that remains aligned with Soha’s brand image, offering a cohesive and pleasant visual experience without compromising efficiency. The interface strikes a balance between aesthetics and performance, reinforcing the brand while supporting fast and functional use. Finally, the structure provides a solid foundation for the evolution of Soha’s B2B model. It enables the gradual onboarding of new partners, optimizes internal processes, and supports smoother growth without adding operational complexity.
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Soha
