Adell: The Shopify journey of a powerful luminaire firm

Case Study: Adell — Infrastructure Renewal with Shopify in B2B Digital Transformation

Agency: Nodus Works
Brand: Adell Fixture
Sector: Bathroom & Kitchen Fittings/B2B
Platforms: Shopify.com
Project Duration: 2024 Q3 — 2025 Q1
Target: Digitizing the brand's 60 years of industry experience to a modern B2B platform by digitizing order management, pricing and product catalog processes tailored to dealer and project customers.

1. Background and Needs Definition

One of the leading luminaire brands in Turkey Adell, despite having a strong field and dealer network, it had difficulty managing product and price information online.
The main objectives were:

• Reseller customers special price, discount and order to provide access to their information through a single platform,
• Product catalog with technical specifications, CAD drawings and certificates to manage together,
• Supporting offline sales processes B2B ordering infrastructure set up,
• All of these Shopify.comTo bring it to life while maintaining its flexibility.

2. Strategy and Implementation Approach

Throughout the project, the focus is on matching the B2B business model without disrupting Shopify's core ecommerce architecture custom user roles, pricing, and access layers was to create.

2.1 Shopify Infrastructure and Theme Customization

• The basics of Shopify customer tag Using the structure Baby Rollers defined:
  • Distributor, Project Partner, Retailer
• Each customer role was matched with custom price lists and product access permissions.
• Prices have been made visible only to registered B2B users with the logic of “Login to View”.
• Added “Technical Document”, “Assembly Manual”, and “CAD Drawing” fields (custom metafields) to product pages.
• On the theme side Liquid + Ajax The modules “add bulk cart” and “create bid” have been improved.

2.2 B2B Pricing and Bid Process

• Working by customer tag in Shopify Admin automatic price calculation logic installed (custom logic based on metafield instead of Shopify Scripts).
• The special form for the “Create bid” stream has been developed:
  • The user can download the products in their cart as PDF offers or forward them directly to the sales representative.
• This flow is recorded on the CRM side (Zoho/HubSpot integration).

2.3 Integrations

• ERP Integration (Logo Tiger): Stock, price, and product data are automatically transferred to Shopify.
• CRM Integration (HubSpot):
  • New dealer registrations automatically fall into the CRM system.
  • The “Request for quotation” form is directed to the sales team.
• Google Cloud Storage High-resolution product technical drawings with integration were stored.

2.4 UX and Information Architecture

• Product categories reorganized on technical basis:
  • Sink Fittings, Shower Systems, Faucet Accessories, Industrial Series
• Search function, Algolia InstantSearch Powered by; can be searched by product code or certificate number.
• Simplified layout designed for dealer login and catalog navigation on mobile.
• The module “Find products quickly” has been added: the user can directly access the stock and price information by entering the product code.

3. Performance and Results

MetricPreviousAfterchangeAverage Order Value Per Dealer Entry-5,800₺New MeasureBid to Sales Conversion Rate -24% First 3 months dataManual offer response time2.5 days6 hours− 76%Average Page Load Time3.9 sn2.6 sec− 33%B2B user session time-4.2 DKNew measurement

In addition:

• 180+ active reseller accounts were created through Shopify.
• The catalog pages reached an average monthly download of 6,500 technical documents.
• The number of “bid requests” automatically falling into CRM increased by 45%.

4. Conclusion and Evaluation

The Adell project is not just B2C for Shopify, but with the right information architecture and custom enhancements It can also be effectively adapted to the B2B model proved it.
The brand can now manage the dealer network digitally, share current stock and price information in real time, and follow the bidding process through a single channel.

This transformation reduces Adell's field sales burden;

• Sales representatives support the digital channel,
• The current catalog structure, which dealers can access 24/7,
• It ensured complete data consistency between ERP and CRM.

5. Technologies Used

• Shopify Core, Liquid Custom Development
• Logo Tiger ERP integration (REST API)
• HubSpot CRM automations
• Algolia Search, Google Tag Manager, GA4 Dashboard
• Cloudflare CDN, WebP Visual Optimization

6. General Conclusion

Adell's digital transformation has set an important example for the B2B use of Shopify on the B2B side of established manufacturing brands in Turkey.
With its fully customized structure, the system has transformed Adell's more than 60 years of manufacturing experience into a modern service experience while moving the dealer network to digital.