Industry West Scales B2B Sales 90% with Shopify Migration

Background

Industry West launched in 2012 with Jordan and Anne England filling a shed with unique furniture finds, shipping them out on eBay. Over time they built a reputation for delivering high-end designs to homes, offices, hotels and stadiums around the globe. As their catalog grew, they needed a platform to showcase varied product dimensions without manual tweaks for each new SKU.

The Challenge

Running on Adobe Commerce (Magento) meant every custom landing page or product layout demanded extra development hours—and budget that never seemed to cover all the tweaks. The back end was tricky for both B2C and B2B.“Customers would log into their trade account, add $10,000 in product, then send us screenshots to get a formal quote,” says Ian Leslie, CMO. Manual quotes, separate subdomain logins, and one-off discounts created friction and ate into productivity.

Partnering for a New Platform

In search of speed and flexibility, Industry West selected Shopify and teamed up with Domaine (formerly Tomorrow Agency). The goal: design a fresh site that honored the brand’s clean aesthetic and supported both retail shoppers and trade clients with the same polished experience.

Design and Development

Domaine built a token-based design system and wireframes that adapted automatically to different image ratios. Long couches span two grid cards, while vertical stools occupy one tile, preserving visual scale. They cropped into high-resolution photos by code, avoiding thousands of extra files. A two-level zoom and modal detail view let buyers inspect material quality up close.

Optimizing B2B Workflows

Industry West launched Shopify’s B2B Suite to manage company accounts, set custom price catalogs, and apply quantity discounts in tiers. Trade clients with multiple users can now shop under a single catalog and pricing structure. And draft orders, PDF estimates, and chat-based sharing became fast and intuitive—tasks that once stalled on Magento.

Personalization and Apps

To tailor communications, they integrated Klaviyo. DTC customers receive image-rich emails, while trade users get streamlined, copy-focused updates on inventory and top picks. The result? Overall email click-through rates rose from around 10% to 35% for trade lists.

Results

Since launch, Industry West has seen:

• 90% lift in B2B web order revenue
• 10% increase in new trade accounts
• 15% boost in average basket size
• 20% rise in average order value

The backend now runs with less friction and fewer patches. Ian Leslie sums it up: “I was nervous about admin, but I’ve become a Shopify superuser. Creating page and product templates takes minutes—on Magento it would’ve been weeks.”