B2B commerce
Vondels: 14% B2B Sales Growth After Storefront Consolidation
How Vondels consolidated its B2B storefront and improved wholesale sales.
Reviewed August 2026
Business context
Vondels sells design-led ornaments and gifts through wholesale relationships across many countries.
The challenge
Multiple B2B storefronts created fragmented administration and support. Buyers needed a simpler experience while the team needed consistent catalogue and account management.
What changed
The public case describes consolidating two B2B storefronts into one and simplifying the buyer and support workflow.
Reported outcomes
Shopify reports 14% B2B sales growth, service across 46 countries and a meaningful reduction in support tickets.
What another wholesaler can test
Pilot a consolidated catalogue and account workflow with selected buyers. Measure order completion, service contacts, manual corrections and payment performance.
Limits
B2B results depend on buyer relationships, pricing, terms and sales-team adoption. Storefront consolidation is only one part of the operating model.
Application checklist
- Confirm the reported metric and time period in the original source
- Identify the operating mechanism behind the result
- Build a baseline using your own definitions
- Run a limited test with a named owner and stop condition
- Compare contribution, service and customer outcomes—not revenue alone
Original source
This independent analysis is based on Shopify’s public case study about Vondels.
Read the Shopify case study: VondelsUse the evidence carefully