B2B2C eCommerce platform for 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.

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.

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.

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.

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.

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.