LedEkspert
B2B + retail e-commerce for an LED supplier — WooCommerce, dual-tier pricing, 5-level SEO taxonomy, 2500+ SKUs
LedEkspert is a Tallinn-based LED lighting supplier with 20 years on the market and a physical showroom. They needed a single platform to serve two fundamentally different audiences: retail consumers browsing by design, and wholesale B2B buyers who need tiered pricing, minimum order quantities, and VAT-exempt purchases. The catalog runs to 2500+ SKUs across 12 categories, many with multiple variants — color, finish, wattage — and three distinct stock statuses.
Challenge
The core tension was serving two audiences without two separate stores. Retail customers see one price; verified B2B accounts need a different price tier, hidden catalog sections, and the option to purchase at 0% VAT with a valid EU VAT number. Managing all of this through a standard WooCommerce setup wasn't viable.
Catalog scale added another layer: 2500+ products, each with variant combinations and real-time stock states (in stock, 1–2 week lead time, or 2–8 week production order). Without an accurate, automated availability system, customer support overhead would be unmanageable. For large B2B orders, the absence of flexible payment options was directly killing conversions.
Solution
A dedicated B2B wholesale system handles the entire wholesale layer — customer group registration, tiered pricing rules, minimum order quantities, B2B-only catalog visibility, and VAT-0% checkout for verified European businesses. Retail and wholesale buyers go through the same storefront but see a completely different purchase experience based on their account type. Registered retail accounts get a permanent 5% discount, which drives account creation and feeds the B2B pipeline.
The URL taxonomy runs five levels deep — /shop/category/subcategory/product-type/product/ — with every level a crawlable, keyword-rich landing page in its own right. Combined with Product schema on every PDP (Brand, Offer, full photometric specs: lumen output, CRI, beam angle, IP rating, CCT), this gives the catalog genuine SEO depth across thousands of long-tail product queries.
Each product page surfaces complete technical specifications as structured content, not PDFs — making the data indexable and reducing pre-sale support requests. Stock status (In Stock / 1–2 weeks / 2–8 weeks) is shown on every card and PDP. WPML manages the four-language storefront (ET, RU, EN, FI) with fully translated product descriptions, categories, and checkout flows.