Fordawn is building an all-in-one ecommerce suite for a US spice and kitchenware brand selling across the United States and Canada. The brand sells through its own store and through Amazon, Walmart, Faire, Etsy, eBay and Target. Orders ship from several warehouses, and stock arrives by sea and air.
The four platforms in the brand’s suite
A modern storefront for retail and approved wholesale customers.
- Catalogue
- Bundles
- Subscriptions
- Loyalty
- Checkout
Manage every aspect of your business from one powerful dashboard.
- Orders
- Products
- Pricing
- Shipping
- Customers
Turn data into profit. Get real insights into margins, performance and growth.
- Profitability
- Margins
- Sales Channels
- Ad Spend
- Auditing
Empower suppliers with a dedicated portal for transparency and collaboration.
- Supplier Costs
- Purchase Orders
- Product Data
- Multilingual
Four platforms, one suite: the storefront, the control centre, analytics and the supplier portal.
- Integrated & Secure
Every customer account moved across with its order history and saved addresses intact.
- Data-Driven Growth
Profitability, margins, channel sales and ad spend read from one dashboard.
- Operational Efficiency
Subscriptions pause themselves in a stockout and resume when stock lands, so no charge fails on an order nobody can ship.
- Built to Scale
Custom workflows replaced more than fifty plugins and eight third-party vendors.
The WooCommerce store had reached its limits
- Dual-channel ecommerce. One WooCommerce store served both D2C customers and B2B wholesale buyers.
- Complex requirements. Subscriptions, loyalty tiers, gated wholesale pricing, and real-time inventory integration.
- Fragmented infrastructure. 50+ plugins and eight third-party vendors increased maintenance and performance overhead.
- Increasing cost of ownership. Recurring plugin licences and ongoing maintenance increased both operational and engineering costs.
- Poor performance. Key landing pages crawled under the weight of that plugin stack, taking seconds to appear and over thirty at worst. Nobody was timing it with a tool, so treat those as what the team saw rather than a reading, and Core Web Vitals as the thing it failed.
- Unoptimised media. Images were served without responsive sizing or compression.
- Critical migration requirement. Every customer account, with its order history and saved addresses, had to come across intact.
The objective. Migrate to a scalable, high-performance custom ecommerce storefront without disrupting customers or business operations.
Every customer account moved, with its order history and addresses
- Resilient subscriptions. Subscriptions automatically pause during stockouts and resume when inventory is replenished, preventing failed charges and unfulfillable orders.
- Reliable order tracking. A monotonic order-status system prevents duplicate or out-of-sequence carrier webhooks from reverting order statuses.
- Real-time inventory synchronisation. Inventory syncs with the client’s Extensiv 3PL, mapping SKUs to catalogue UPCs and automatically triggering back-in-stock notifications.
- Streamlined wholesale onboarding. Bakers and chefs can apply, submit resale certificates, and move through an admin approval workflow with automated, customer-specific email communication.
- Scalable architecture. Custom-built workflows replaced fragmented plugin dependencies with a more reliable and maintainable ecommerce infrastructure.
The migration. Every customer account came across with its order history and saved addresses intact. Customers set a new password the first time they came back, which is what a platform move should do with stored credentials, and they were met with a welcome-back message rather than an error.
Have a system your business has outgrown?
Tell us what’s breaking. We’ll tell you honestly whether it needs rebuilding, or whether something simpler will do.
Start a conversation