Woodmak is a furniture ecommerce website for people furnishing a home or office and for companies looking for wholesale access. Retail customers can browse, compare, review product details, and order online, while business customers can send a dedicated B2B profile request.
At Oninova, we built these two paths into one clear website. The public shop supports everyday buying, while the B2B area gives companies a direct way to introduce their business and request access.
Problem
Woodmak serves two audiences with different needs.
A retail customer wants to find the right product quickly, see the price, check practical details, and complete an order. A business buyer needs a clear partner entry point and a way to provide company information before starting a wholesale relationship.
The website needed to support both without making either path feel hidden or complicated.
What We Built
We built a complete B2C storefront with product search, categories, filters, sorting, detailed product pages, a cart, and customer accounts. These tools help people move from browsing to buying without leaving the website.
We also created a separate B2B request flow. Companies can provide contact details, a company name, tax number, country, city, address, and a short message in one focused form.
How It Works
For B2C customers, the experience starts with collections and product categories. In the shop, people can narrow the catalog by category, color, price, dimensions, and weight. They can also sort products and open a product page for more detail.
Each product page brings the information needed for a buying decision into one place. Customers can review images, dimensions, weight, color, price, delivery timing, quantity, and related products before adding an item to the cart.
Customer accounts support repeat purchases. Signed-in users can manage current and previous orders, keep billing and delivery addresses, and move through checkout with fewer repeated steps.
For B2B customers, the main navigation includes a direct “B2B Request” link. The form collects the business information Woodmak needs to review a wholesale access request, without mixing this process into the retail checkout.
Key Features
- Product search and category browsing
- Filters for category, color, price, dimensions, and weight
- Product images, specifications, price, and delivery timing
- Cart and customer account tools
- Order history and saved billing and delivery details
- A dedicated B2B company-profile request form
Challenges
The main challenge was serving two buying models on the same website. Retail shoppers need a fast and familiar store, while business customers need a more structured first step.
We kept the two flows separate but easy to find. Shared navigation, consistent product information, and clear labels make the website feel like one product rather than two disconnected systems.
Lessons Learned
Different customers do not always need the same flow. A clear entry point for each audience makes the experience easier to understand.
Detailed product data also matters. Dimensions, weight, color, delivery timing, and account tools answer practical questions before a customer has to contact the business.
Next Steps
Woodmak now has a practical base for both retail commerce and business enquiries. The next step is to keep the catalog current, refine the B2B path as partner needs develop, and improve the shopping experience using real customer behavior.