T. Edward Wines

Elevating a B2B Experience with a Custom Shopify Theme + Customer Account App

The Challenge

T. Edward Wines, a wine importer and distributor rooted in relationships and storytelling, needed a website that reflected its unique B2B focus. Their existing Shopify theme lacked shoppable functionality and didn’t deliver the elevated, personalized experience that their in-person sales team provided. They approached DYODE to help evolve their digital presence into a scalable, intuitive platform tailored for their professional clients.

The Approach

DYODE reimagined T. Edward Wines’ digital storefront as a modern B2B experience with a seamless, intuitive user journey, combining technical rigor with clean design.

Project Goals:

• Enable a personalized and scalable B2B shopping experience
• Create a custom Shopify theme tailored to wine buyers and industry professionals
• Develop a private Shopify app for custom account portals and order recommendations
• Integrate third-party platforms like Microsoft Dynamics and Klaviyo
• Maintain a highly collaborative workflow and strong QA process

What We Delivered

UX + Design Strategy

We began with a discovery phase to align on goals, branding, and customer journeys. Our UX team designed high-fidelity mockups for key pages including:

• Collection Pages with custom filtering and bulk pricing
• Product Detail Pages with intuitive layouts and educational A+ content
• Locked Collection Pages restricted to approved customers
• A personalized Customer Account Portal for reordering and draft order management

Shopify  Theme Customizations

Our development team customized T. Edward Wines' Shopify theme with:

• A responsive, 4-column megamenu for improved navigation
• Search & Discovery-powered filtering for collections
• Custom metafields for type, producer, and region
• Locked content gates for exclusive catalog access

Custom Account Portal App

To elevate the B2B experience, DYODE engineered a private Shopify app that enables:

• An intuitive “recommended orders” interface within the account portal for the merchant to create personalized recommended orders for users to check out with easily
• Draft orders tailored per customer or customer groups
• Admin tools for managing product recommendations
• Klaviyo integration for automated email notifications

The app works alongside Shopify’s “New Customer Accounts,” with DYODE building a custom proxy to provide a refined front-end experience.

Microsoft Dynamics Integration

We collaborated with the T. Edward Wines team to:

• Map customer and order data between Microsoft Dynamics and Shopify
• Run end-to-end testing of the connector
• Troubleshoot issues and place test orders to ensure data flow integrity

Results

• Launched on Shopify Plus with custom UX tailored for B2B buyers
• Enabled product discoverability through intuitive navigation and gated access
• Enhanced repeat ordering via the personalized account portal
• Improved operational efficiency through Microsoft Dynamics integration

Services Provided

• UX Discovery & Design
• Shopify 2.0 Theme Development
• Custom Shopify App Development
• Microsoft Dynamics Testing
• QA + Launch Support
• Ongoing Strategic Guidance

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See the site here: https://www.tedwardwines.com/