How a B2B wholesale distributor scaled 40K SKUs to +186% organic revenue
Where they were stuck.
The distributor had built up 80 WooCommerce plugins over 6 years — each added by a different developer to solve a specific request, none of them removed. PageSpeed sat at 22 on mobile. wp_postmeta had 4.2M rows. NetSuite integration ran via a janky CSV import process that broke twice a month. 1,200 B2B accounts logged in to see customer-specific pricing that occasionally crashed the site. They were considering a Magento replatform but feared a 6-figure migration cost.
What we did, step by step.
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01
Custom WooCommerce theme rebuilt from scratch — no parent themes, no page builders, performance-first.
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02
Plugin audit: rationalised from 80 plugins to 18 essentials. The rest were replaced with theme code or simply dropped.
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03
Redis object cache + Cloudflare APO for full-page caching of public pages and customer-specific pricing where safe.
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04
Database optimisation: cleared 1.8M rows of orphaned postmeta, indexed key tables, reduced query count per page load from 340 to 42.
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05
NetSuite integration rebuilt as a proper REST API connection with idempotent sync jobs, retry logic, and a dead-letter queue.
What changed.
PageSpeed went from 22 to 95 in 14 weeks. The site has stayed within Google's 'good' Core Web Vitals threshold every month since launch. With faster pages and proper SEO (category template optimisation, faceted nav rules, product schema) organic revenue grew 186% over 9 months. The customer-specific pricing system stopped crashing — uptime hit 99.99%. They cancelled the Magento migration evaluation.
We were ready to spend £200K on Magento. They rebuilt our existing WooCommerce site for a fraction of that and the result is faster, easier to maintain, and earned us a year of organic growth.
More wins, more receipts.
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