Gloves.in.ua sells work safety gloves and industrial PPE to both B2B (construction, manufacturing) and B2C (DIY, gardening) buyers. They needed a unified storefront where a B2B account sees per-tier pricing and bulk-order tools, while a B2C visitor gets a clean shopping experience without the complexity bleeding through.

The brief

Two distinct buyer profiles, one catalog of ~2,500 SKUs. The previous site treated everyone like B2C, which meant B2B accounts were emailing CSV requests instead of self-serving. The brief: build B2B self-serve without sacrificing the B2C polish.

Approach

Per-account routing: visitors with no account see B2C UI (retail prices, single-unit add-to-cart, simple checkout). Logged-in B2B accounts see tier-specific pricing, bulk add-to-cart, CSV catalog export, saved order templates, and net-30 invoice option at checkout. Same catalog, conditional UI.

Stack

  • OpenCart backend + custom storefront UI
  • Account tier system: 4 tiers (B2C / B2B-Bronze / B2B-Silver / B2B-Gold) with progressive volume discounts
  • Bulk-order tool: paste SKUs from a clipboard, validates, adds quantities in one go
  • CSV catalog export: gated to B2B accounts, includes their tier prices
  • Checkout: B2C card-pay; B2B option for "Pay by invoice net-30" with auto-PDF invoice generation
  • Search: Algolia-style instant search across product names + SKUs (B2B buyers know SKUs)

Build

4 sprints. Sprint 1 — design + B2C catalog + account system. Sprint 2 — tier pricing engine + B2B portal UI. Sprint 3 — bulk-order tool + invoice flow. Sprint 4 — performance, search tuning, mobile polish.

The bulk-order tool was the highest-leverage feature. B2B buyers used to email a list of SKUs to a sales rep who manually punched them in. Self-serve bulk add cut that whole loop — sales reps got their time back, B2B buyers placed bigger orders because the friction was gone.

Outcomes

  • B2B online order share: from ~10% to ~55% within 6 months (the rest still phone/email)
  • B2B average order size: ~2x — bigger orders self-served because the bulk tool removed friction
  • Sales rep hours/week on order entry: cut by ~70% (3 reps × ~12h/wk = ~25h/wk recovered)
  • B2C conversion rate: ~+15% (mobile-first redesign helped here too)
  • Catalog search: 3.5x faster than the previous site

What we'd do differently

We launched the bulk-order tool gated behind any B2B account but should have soft-launched it to B2C as a "power user" feature. Some B2C contractors who order in bulk would have used it without needing a B2B account, and we'd have learned faster what they wanted differently.

Bottom line

Gloves.in.ua proves that B2B self-serve doesn't have to be a separate portal. With careful routing and tier-aware pricing, one storefront can serve both audiences — and the productivity wins for the sales team often justify the build by themselves.

Building a B2B/B2C hybrid? We'll listen for 30 minutes and tell you the architecture we'd pick.