Wholesale E-commerce Website Design

Humboldt Wholesale, a garden supply distributor in Arcata, CA, needed more than just a modern website design—they needed a platform that could support their wholesale customers with tiered pricing and secure ordering, while keeping their customer service model intact.

As a freelance developer, I designed and built a custom WooCommerce solution on WordPress that allows them to show MSRP pricing to the public, reserve wholesale prices for approved accounts, and complete transactions offline with a human touch.

Humboldt Wholesale’s old website was outdated and lacked eCommerce functionality tailored to the needs of wholesale buyers. Specific challenges included:

• No ability to display public MSRP pricing while restricting wholesale prices
• Lack of a secure login system for verified wholesale customers
• No online ordering process tailored to their offline transaction model
• A site structure that didn’t support easy browsing or scalable product management

They needed a custom-built solution that could deliver eCommerce functionality without compromising their established customer service approach.

I developed a fully custom WooCommerce site that includes:

• MSRP pricing visible to all visitors, with exclusive wholesale pricing only shown to logged-in, approved users
• Custom account approval workflows for wholesale customers
• An order request system that notifies HW for manual follow-up and finalization
• A responsive, modern design that’s easy to navigate on desktop and mobile
• WordPress backend optimizations for easy product and content management

The entire platform was designed to serve both public visitors and trusted wholesale partners seamlessly.

The new site now:

• Supports both public-facing and private wholesale pricing
• Streamlines ordering while preserving personal sales finalization
• Reflects Humboldt Wholesale’s professionalism and market leadership
• Allows for product growth and content expansion moving forward
• Elevates the digital experience for both new and existing clients

“Alkalyne has been instrumental in transforming Humboldt Wholesale’s digital presence. Andrew’s customized WooCommerce solution perfectly aligns with our wholesale needs, making product ordering seamless for us and our clients. His work has not only elevated our digital storefront but also significantly boosted our operational workflow. We’re thoroughly impressed with the results.”
— Seth Wilson, Sales Manager, Humboldt Wholesale