B2B2C eCommerce platform for a regulated industry
An operator of a D2C delivery platform provided B2B services for brands to sell directly to consumers through a custom shopping cart widget. The platform used proprietary ecommerce and logistics technologies for seamless ordering, alongside tools to build customer loyalty, increase marketing ROI, and protect customer data – enabling brands to leverage logistics and CMS outsourcing solutions.
Challenge
Selling direct in a regulated industry
Since standard ecommerce platforms could not be used due to industry regulations, the client needed a direct-to-consumer (D2C) solution that would allow brands to use their existing websites as sales channels by integrating ecommerce functionality. Brands also faced ongoing challenges with inventory management and supply chain visibility: existing software solutions did not adequately address the unique demands of the industry, leading to operational inefficiencies and lost sales opportunities.
Solution
Embedded storefront widget
Over two years of development and iteration, the platform evolved from a custom ecommerce website builder with a templatization engine built on React and Liquid.js into a lean headless solution. The final frontend delivered a fully customized Shopping Cart and Checkout experience, embedded into each brand's existing website via a self-contained JavaScript bundle – requiring no site overhaul.
Solution
Commerce API and backend infrastructure
The widget connected to a custom Node.js backend via a GraphQL API, with authentication handled through AWS Cognito. The backend managed product catalog, inventory, ordering logic, and customer data – purpose-built for the regulatory constraints of the industry.
Solution
Centralized admin panel
A React-based Admin Panel served as mission control for the platform, giving admins and brand managers full visibility over orders, inventory, customer communications, and marketing performance – all in a single interface.
Solution
Marketing and engagement integrations
The platform integrated a curated stack of best-in-class tools across loyalty, CRM, customer data, and monitoring: Talon.one (promotions and loyalty), Klaviyo (email marketing), Yotpo (reviews), HubSpot (CRM), Segment (customer data platform), Woopra (behavioral analytics), Hotjar (UX analytics), and Sentry (error monitoring).
Solution
Data pipelines and reporting
B2X built data pipelines consolidating events from order systems, marketing tools, logistics, and the customer engagement stack into AWS Redshift – creating a single, reliable source of truth across all brands and channels.
Tableau and Holistics were embedded directly as widgets inside the Admin Panel, delivering live dashboards and scheduled reports without leaving the platform.
Impact
20 top DTC brands onboarded and growing
The platform onboarded 20 of the top DTC brands in the industry, giving each a direct, regulation-compliant sales channel through their existing website. For the first time, brands were able to put their marketing budgets to work – driving traffic that converted into consistent, attributable revenue rather than awareness without a purchase path. By centralizing core functions and automating processes, the solution reduced operational overhead, boosted customer engagement, and gave brands a reliable, scalable route to growth in a heavily regulated market.
Technologies we used
eCommerce & CMS Platforms
Frontend & Storefront
ReactA JavaScript component library for building interactive user interfaces. The foundation of all Next.js and custom frontend implementations at B2X.
Next.JSA React-based framework for building server-rendered and statically generated web applications. Used as the primary headless storefront layer at B2X — enabling sub-200ms page loads and clean structured data delivery.
LiquidShopify's native templating language for theme development. Requires explicit structured data injection to remain machine-readable in agentic commerce contexts.
WixA hosted website builder for lightweight brand presence projects where custom development is not required.
WebflowA no-code/low-code website builder for marketing sites and brand web presence — used for projects not requiring custom commerce infrastructure.
Backend & Data Layer
Node.jsA JavaScript runtime for server-side applications — the primary backend runtime at B2X for commerce API services, middleware layers, and MCP endpoint implementations.
NestJSA TypeScript-based Node.js framework for building structured, modular backend services with enterprise-grade API architecture and dependency injection.
GraphQLA query language for APIs that allows clients and AI agents to request exactly the data structure they need — reducing over-fetching and improving response predictability.
PostgresQLA powerful open-source relational database used as the primary data layer for custom commerce applications and B2B systems requiring ACID compliance and complex queries.
Hosting & Infrastructure
Integrations & Business Systems
AWS CognitoAmazon's managed identity platform for OAuth 2.0 flows, user pool management, and secure authentication — a required component for Agent-Transactable commerce builds.
TalonOneA promotion engine for complex, rules-based discount and coupon logic that exceeds the capabilities of native platform discount systems.
KlaviyoAn email and SMS marketing platform for behavior-triggered commerce communications, post-purchase flows, and customer lifecycle automation.
HubSpotA CRM and marketing automation platform for B2B lead management, sales pipeline tracking, and account-based marketing workflows.
YotpoA reviews, loyalty, and UGC platform for brands requiring integrated social proof, structured review data, and rewards programs in a single system.
Analytics & Visibility
TableauA business intelligence platform for executive reporting, commerce KPI dashboards, and data visualization in enterprise client contexts.
SegmentA customer data platform for unified event tracking, cross-platform identity resolution, and data pipeline management across analytics and marketing tools.
HotjarA behavioral analytics tool providing heatmaps, session recordings, and funnel analysis — used for storefront UX optimization and checkout flow investigation.
Google AnalyticsGoogle's web analytics platform — configured with consent mode, server-side tagging, and data anonymization for GDPR compliance where clients require Google ecosystem reporting.
Funnel.ioA marketing data aggregation platform for consolidating cross-channel performance data and attribution reporting in a single analytics layer.
