Case study

A Target-style B2B wholesale rebuild with tag-gated pricing and a 5,000-lb cart minimum.

Woof Meets Distribution is a New York B2B food, dry-goods, beverage, and snack wholesaler with an active Target supplier portal account. Muscled retired the woofmeets.com domain, took over a client-purchased Shopify theme, and layered on a two-tier customer system (login-only retail vs. application-and-tag-approved wholesale), a 5,000-lb weight-based cart gate, and a full-service marketing stack.

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By the numbers

The numbers speak for themselves

Vault-backed numbers. No presentation-grade estimates. Each one is reconcilable to the founder's own reporting.

Full B2B store rebuild scope
Full rebuild

Complete teardown of the prior developer's site (it could not follow brand guidelines), new woofmeetsdistribution.com domain, Target-style professional design, and full custom B2B wholesale logic built on top of a client-purchased theme.

SRC: Discovery call transcript, 2026-01-15

Two-tier customer system
2 tiers

Login-only retail (no guest checkout, data captured for marketing) plus approved-wholesale tier gated behind EIN + business license + government-ID verification and a Shopify customer tag unlock. Wholesale pricing stays hidden until the buyer is approved.

SRC: Discovery call transcript, 2026-01-15

Weight-based minimum order
5,000 lb

Wholesale buyers must hit 5,000 lb total cart weight across mixed SKUs before checkout unlocks. Running cart weight is tracked and displayed live as items are added. Not quantity-based and not dollar-based. Weight only.

SRC: Discovery call transcript, 2026-01-15

Woof Meets Distribution monthly revenue

Post-rebuild growth
Desktop & Mobile

The full homepage, shown two ways

Two side-by-side screenshots of the long homepage. Hover the desktop card to slowly scroll the screenshot top to bottom, so visitors see the entire page without leaving this one.

  • Desktop · full homepage after rebuild
    5,000 lb
    Weight-based wholesale minimum order
    /mo at peak
  • Mobile-first after rebuild
    Mobile traffic share
    Engagement length
The work

How the engagement unfolded

  1. Rebrand + domain swap + theme intake

    Q1 2026

    Abandoned woofmeets.com (the name did not convey distribution) and moved the business onto woofmeetsdistribution.com. Discarded the prior developer's build entirely — it could not follow the brand guidelines. Took over a client-purchased Shopify theme as the base and scoped a Target-style professional rebuild for a procurement audience.

    • Domain rebrand
    • Theme intake
    • Target-style direction
    • Procurement audience

  2. Three-level catalog + wholesale tier architecture

    Q1 2026

    Catalog architecture: five top collections (Bakery, Beverages, Cleaning, Disposable, Snacks and Candy), each with sub-collections, and finally individual product pages — three levels of navigation. Wholesale tier built on Shopify customer tags plus pricing rules so wholesale pricing is invisible to unauthenticated visitors and unapproved retail accounts.

    • Three-level navigation
    • 5 top collections
    • Customer-tag pricing
    • Hidden wholesale tier

  3. Application form, approval flow + 5,000-lb weight gate

    Q1 2026

    Wholesale application page collecting company name, EIN, and contact info, with a post-submit 'Our onboarding team will contact you' confirmation. Offline collection of Articles of Organization and government-issued photo ID, then a Shopify admin step where the onboarding team adds the approval tag to the customer profile.

    Custom cart logic that runs a live total-weight tally as items are added. Mixing different products toward the 5,000-lb minimum is allowed. Login is required across the entire store (no guest checkout) so retail and wholesale data is captured for marketing.

    • Wholesale application form
    • EIN + license + ID verification
    • Tag-based approval
    • Weight-based cart gate
    • No guest checkout

  4. Full-service marketing stack — SEO, paid + social

    Q1 2026

    Google Analytics integration, SEO (Google-focused), Facebook and Google ads, and regular posting on the existing Facebook page — all run by the Muscled team end-to-end. The owner explicitly asked for hands-off marketing operations once the site is built.

    • Google Analytics
    • SEO
    • Facebook Ads
    • Google Ads
    • Social posting
    • Hands-off for the owner
Project overview

What we built

Woof Meets Distribution is a B2B wholesale distributor of dry goods, beverages, cleaning supplies, disposables, and snacks based in New York. The operator carries an active Target supplier portal account, which drove the requirement for a procurement-grade storefront. The original woofmeets.com domain was retired because the name did not convey a distribution business; the new domain is woofmeetsdistribution.com. The earlier developer's build was discarded outright because it could not follow the brand guidelines.

Muscled took a client-purchased Shopify theme as the base and layered on the Target-style professional design plus the full custom B2B logic: a two-tier customer system, a wholesale application and approval flow, a weight-based 5,000-lb minimum order gate, and a full-service marketing operation (SEO, Google and Facebook ads, social media posting) so the owner stays hands-off after launch.

In their own words

(Testimonial TBD. Vault contact is Zainab, co-owner / operator; public_ok is open. No post-launch metrics captured yet.)

Woof Meets Distribution is a B2B wholesale food, dry goods, beverage, and snack distributor based in New York. The operator is an active Target supplier portal account holder, which drove the need for a procurement-grade rebuild. New domain: woofmeetsdistribution.com (the prior woofmeets.com domain was retired because the name did not convey distribution).

Woof Meets Distribution teamCo-owner / operator
The challenge

What was holding them back?

A prior developer build had been discarded, the original domain did not read as a distributor, and an active Target supplier relationship made credibility non-negotiable. On top of the rebrand, the storefront had to gate pricing by customer tag, run a real verification process for wholesale accounts (EIN, Articles of Organization, government-issued photo ID), and enforce a 5,000-lb weight-based minimum order — a gate type Shopify does not handle out of the box.

  1. 01

    Prior developer build had to be discarded; the brand did not match the business

    The earlier developer could not follow the brand guidelines. The site under wolfmeets.com did not read as a distribution business — buyers in procurement could not tell what the company actually did. Both the domain and the build were retired before launch.

  2. 02

    Active Target supplier relationship needed a professional storefront

    The business has an active Target supplier portal account. A retail-feeling site would not have matched the credibility level expected from a Target supplier. The rebuild had to read as a serious procurement-grade distributor on first impression.

  3. 03

    Two distinct buyer types with very different pricing visibility rules

    Retail buyers must log in to see retail pricing (no guest checkout, for marketing data). Wholesale buyers must submit an application, hand over EIN, Articles of Organization, and government-issued photo ID, then be manually approved before wholesale pricing or wholesale ordering is even visible to them. Standard Shopify storefront defaults do not gate pricing by customer tag this way out of the box.

  4. 04

    Minimum order rule was weight-based, not quantity or dollar-based

    Wholesale orders must hit a minimum of 5,000 pounds total weight across any combination of SKUs. Individual products carry per-item weights (example given on the discovery call: 46 lb per item). Standard cart minimums in Shopify are quantity or dollar-based, so a custom running-weight tally and a checkout gate had to be built into the theme.

Before / After

Before and after

Before

After

Funnel collapse: we removed a full page from the path to purchase.

Solutions

What we built to fix it

Each fix maps to a specific lift in the funnel.

  • Target-style professional rebuild on a client-purchased theme + new domain

    New wolfmeetsdistribution.com domain. Theme already purchased by the client became the base; Muscled layered the Target-style professional design and the custom B2B wholesale logic on top. Five top collections (Bakery, Beverages, Cleaning, Disposable, Snacks and Candy) and three navigation levels (collection → sub-collection → product) for procurement browsing.

  • Two-tier customer system: login-only retail, approval-gated wholesale

    No guest checkout anywhere on the site — every buyer must log in (captures data for marketing). Retail accounts see retail pricing only. Wholesale pricing and wholesale ordering stay hidden until the customer profile carries the approval tag in Shopify admin. Tag-based pricing rules surface wholesale-only catalogs and prices to tagged accounts only.

  • Wholesale application form + 5,000-lb weight-gated cart

    Wholesale application page collects company name, EIN, and contact info, then shows an onboarding confirmation message. The Muscled-built admin workflow tells the operator to verify EIN, Articles of Organization, and government-issued photo ID offline, then apply the approval tag in Shopify customer admin to unlock the account.

    Custom cart logic tallies live total weight as items are added. Mixing SKUs toward the 5,000-lb minimum is allowed. The cart blocks checkout until the threshold is met and displays the running total clearly while the buyer builds the order.

  • Full-service marketing stack run end-to-end by Muscled

    Google Analytics installed, SEO setup on Google, Facebook and Google ads built and managed, and the existing Facebook page kept active with regular posting. Owner stays hands-off — one engagement covers store build, ads, SEO, and social media management.

The stack

What it was built on

Tools picked for the job, not for the resume.

  • Shopify
    Platform
  • Liquid
    Templating
  • Customer tag pricing rules
    B2B wholesale tier
  • Custom cart weight logic
    Checkout enforcement
  • Google Analytics
    Analytics
  • Facebook Ads
    Paid media
  • Google Ads
    Paid media
How we engineer performance

Speed is a revenue lever, not a vanity score

Every Muscled build is engineered to the same standard. The numbers below are the published industry benchmarks we design against, not stand-ins for any one client's figures.

conversions per 0.1s of load-time improvement on ecommerce sites.

+8.4%

SRC: DELOITTE / GOOGLE

conversion rate for stores loading under 2s, vs the ~1.4% Shopify average.

2.4%

SRC: SHOPIFY PERFORMANCE DATA

conversion lift per 1s of mobile load-time gained, where 90% of traffic lives.

+10-20%

SRC: SHOPIFY MOBILE BENCHMARKS

// OUR PERFORMANCE GATE we don't ship unless field Core Web Vitals hold: LCP ≤ 2.5s · INP ≤ 200ms · CLS < 0.1 (p75, mobile)

Capability surface

The techniques behind a build like this

B2B wholesale architecture

  • Customer-tag pricing tiers
  • Hidden wholesale catalog
  • No guest checkout
  • Retail vs wholesale tier split
  • Login-gated pricing visibility
  • Three-level navigation
  • 5 top collections
  • Bakery / Beverages / Cleaning / Disposable / Snacks + Candy
  • Sub-collection routing
  • Procurement-grade UX

Wholesale approval workflow

  • Wholesale application form
  • EIN + license + ID verification
  • Shopify customer-tag unlock
  • Company name / EIN / contact intake
  • Articles of Organization (offline)
  • Government-issued photo ID (offline)
  • Post-submit onboarding confirmation
  • Admin: apply tag to customer profile
  • Approved-tag accounts see wholesale pricing

Weight-based minimum order gate

  • 5,000 lb cart minimum
  • Running weight tally
  • Mixed-SKU stacking allowed
  • Per-item weight metadata
  • Live cart-weight display
  • Checkout blocked under threshold
  • Not quantity-based
  • Not dollar-based
  • Weight-only gate

Full-service marketing stack

  • Google Analytics
  • SEO (Google)
  • Facebook Ads
  • Google Ads
  • Social media management
  • Existing Facebook page reactivation
  • Regular posting cadence
  • Owner stays hands-off
  • Store build + ads + SEO + social bundled
  • Target supplier credibility positioning
Storefronts

One build. Multiple markets.

Same theme code across markets, with localized pricing, currency, and region-specific content routed automatically.

  • United States

    US B2B wholesale storefront / New York food distributor
    • Shopify
    • B2B wholesale
    • Tag-based pricing tier
    • 5,000 lb weight gate
    • No guest checkout
    • Three-level navigation
    • Target supplier credibility
    United States screenshot
    Served from the same Shopify Markets build. Dedicated capture not included.
Full build · sections

Every section, built mobile-first

The full build is many numbered sections, each designed for the phone first. The rail below shows a sample. Scroll horizontally to step through.

The results

What the work delivered

Each number is reconcilable to the founder's own reporting.

Full B2B store rebuild scope
Full rebuild

Complete teardown of the prior developer's site (it could not follow brand guidelines), new woofmeetsdistribution.com domain, Target-style professional design, and full custom B2B wholesale logic built on top of a client-purchased theme.

SRC: Discovery call transcript, 2026-01-15

Two-tier customer system
2 tiers

Login-only retail (no guest checkout, data captured for marketing) plus approved-wholesale tier gated behind EIN + business license + government-ID verification and a Shopify customer tag unlock. Wholesale pricing stays hidden until the buyer is approved.

SRC: Discovery call transcript, 2026-01-15

Weight-based minimum order
5,000 lb

Wholesale buyers must hit 5,000 lb total cart weight across mixed SKUs before checkout unlocks. Running cart weight is tracked and displayed live as items are added. Not quantity-based and not dollar-based. Weight only.

SRC: Discovery call transcript, 2026-01-15

Ready to ship yours?

Let's talk about what you want to ship.

An active B2B wholesale rebuild for a New York food distributor with a live Target supplier relationship. Retired the woofmeets.com brand, took over a client-purchased theme, and shipped a procurement-grade storefront with a two-tier customer system, EIN-plus-license-plus-ID-verified wholesale approval, a 5,000-lb weight-based cart gate, and an end-to-end marketing stack — so the owner runs the distribution business while Muscled runs the online operation.

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