Simplifying wholesale eCommerce

Pallet

The Challenge

Focusing on the end-user experience, as we knew the adoption of a new platform should be smooth, we enlisted three partners in the food and beverage space who would guide us through their needs and most pressing business use cases. 

The design system needed to include enough consideration to increase development speed while also remaining useful for various user personas.

Interviews

We started by researching and talking with distributors, brands, producers, and small manufacturers that have simple operations (one warehouse, small sales staff, uncomplicated products), growing e-commerce, and self-distribution, with 60-80% wholesale revenue.

We conducted over 30 interviews with various brands and distributors. We used an empathy map to understand and prioritize needs while also narrowing our ICP. As we peeled more info from, we arrived at three profiles. B2B brand, B2B food manufacturing, and a CPG/ food service.

Insights

At the end of our research phase, we enlisted a design partner so that together we could determine and design for what businesses need most from a wholesale platform.

Order management: Every business we spoke to took B2B orders in multiple ways. We realized getting every customer to use a single platform was going to be a challenge. As a distributor put it “I need to make it as easy as possible for a client to spend money.”

Ease of use: Making it intuitive and easy to use from the buyer side is the priority. “Can it be so easy that a bartender can order at 4am?”

Invoice & Payment: On a small scale creating invoices and collecting payments did not seem problematic. As business got larger, managing payments became painful. Sales reps and owners need to understand where all receivables stand. Reducing time and errors in payment is a big gain.

Turn-key Impact

Wholesale orders are slightly different than those of consumers. They tend to be repeatable and are often large with many line items. We aimed to make the process fast and intuitive.

We created a distinctive platform eCommerce, one that resembles a POS system and an order form. By splitting the interface, with the cart and the catalog side by side, buyers gain time and visibility. Users can search, see product details and the cart all in one. With zero load time and minimal steps, we also reduced cart abandonment.

“I'd say Pallet really shines in customer order facilitation and inventory control. The system really streamlines the whole process, making it hassle-free.” — User Testimonial

Intuitive and easy dashboards

On reviewing the business workflow, it was clear the information gaps. Relying on entry-level software to manage orders means a lack of seamless connectivity. Having a central place for all wholesale information helps with making better faster decisions while reducing errors and improving revenue.

Allowing to create and send orders from the dashboard while also inviting customers to a branded portal that allows them to send orders too. The buyer-side portal can be used to track past orders, check status, download, and pay for invoices.

Design System

By creating a design system for Pallet, we've established a comprehensive set of guidelines, components, and patterns that ensure a cohesive and intuitive user experience for both buyers and merchants across diverse business types. This unified design language fosters a sense of familiarity and trust within the wholesale eCommerce ecosystem.

With a design system in place, Pallet can easily scale and adapt as the eCommerce landscape evolves, the design system serves as a flexible framework, enabling rapid integration of new features, modules, and improvements.

Branding

We drew up a logo that blends two elements: The "P" and a "stack of pallets." The result is a distinctive emblem that conveys both the brand name and the essence of wholesale, Representing strength, reliability, and the stacking of modular components. This logo serves as a powerful and memorable mark that resonates with the product and its industry.

We researched other colors used in eCommerce or banking SaaS along with color phycology to come up with Pallet's "palette."  

The eggplant color evokes trust, professionalism, and a sense of reliability. While the jade color is often associated a sense of innovation, new beginnings, and constant evolution. Green tends to be linked to financial elements, such as money and prosperity. Both ensure that Pallet's visual identity communicates a strong and positive impression to its users.

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