How TileCloud Scaled B2B Sales 24% with Shopify Plus

Background

TileCloud launched in early 2017 in Australia with a clear mission: make tiling effortless for renovators, designers, and builders. Co-founders Drew Mansur, Mark Wilkinson, and Florence Kelly combined their backgrounds in retail and construction to build an online hub stocked with quality products, clear pictures, and honest prices. From day one they knew they wanted a site that served DIY enthusiasts and trade clients under one roof, but that approach soon revealed its own set of hurdles.

Challenge

By mid-2020 TileCloud was handling over AUD 1.2 million in monthly orders. The rapid growth exposed pain points: trade partners needed custom price tiers and exclusive promotions, while retail shoppers expected a slick, self-service checkout. On top of that, tracking performance across both segments required pulling data manually into spreadsheets. Decision-making slowed down, and marketing teams lacked the real-time view needed to spot opportunities.

Solution

In July 2020 the team moved to Shopify Plus, unlocking features built for high-volume brands. They spun up a dedicated B2B store that shared the same backend but displayed trade-only prices, volume discounts, and wholesale promotions. Using Shopify Functions, the developers coded a checkout flow that automatically applied multiple discounts without extra steps. Plus’s custom reporting tools let them preconfigure dashboards to track average order value, conversion rate, and total signups—all updated in real time, no imports required.

Results

The impact was immediate. Retail and trade buyers each saw a tailored experience that cut friction and guided them to the right offers. Within a year TileCloud recorded a 34% jump in average order value year over year and a 28% increase in customer conversion rates. Wholesale enrollment via the expansion store rose 24%, while the built-in analytics freed up hours of admin work every week.

Key Lessons

• Segment audiences with separate storefronts to align pricing and messaging.
• Automate discount stacking at checkout to cut support tickets and frustration.
• Use platform-native analytics for real-time insights instead of chasing CSV exports.
• Launch trade programs quickly: expansion stores in Plus take minutes to set up.
• Iterate on promos based on fresh data to keep offers relevant for different buyers.