In the fashion e-commerce industry, many brands focus their digital strategy almost exclusively on B2C. For Gigue, retail customers remain a key priority, but the brand also recognized the importance of offering a reliable and professional B2B system for its wholesale partners. With a loyal customer base already established, Gigue wanted a single webshop that could serve to both audiences while still keeping operations clear and manageable.
The solution
To achieve this, we selected SparkLayer, which proved to be the ideal partner for extending Shopify into the B2B space. We created a dedicated stock location for wholesale orders and integrated rules that automatically tagged “b2b-only” products, keeping them exclusive to approved buyers. At the same time, the webshop’s design and functionality remained consistent across both channels, meaning updates to the retail site were automatically reflected in the wholesale environment. This approach not only streamlined operations but also provided a seamless brand experience regardless of whether a customer was shopping as a consumer or as a buyer preparing stock for their own business.
Klaviyo for targeted communication
Alongside the webshop setup, we also established an email marketing foundation with Klaviyo to ensure Gigue could communicate effectively with both audiences. Separate flows were created for B2B and B2C, allowing each customer group to receive content that was relevant to their relationship with the brand. The same approach was applied to the pop-up forms, ensuring that sign-ups were clearly segmented from the start. Thanks to this setup, Gigue can now run targeted email marketing campaigns with tailored messaging for wholesale buyers on one hand and retail shoppers on the other. This distinction not only improved the customer experience but also made email marketing a much more powerful driver for both channels, delivering impressive results with a 13% click rate of all flows and a 71% open rate of abandoned cart flows.
The results
The results quickly showed the strength of this dual setup. In August alone, B2B orders represented 26% of the total order value, proving the importance of this channel alongside Gigue’s established B2C business. Since launch, B2B has consistently contributed a significant share of overall sales, demonstrating that managing both audiences within one Shopify environment not only simplifies operations but also creates meaningful growth opportunities. The solution also makes life easier for sales agents, who can place orders on behalf of clients with greater speed and efficiency.
