WEB DESIGN •  DEVELOPMENT • eCOMMERCE

Turning a Basic Storefront Into a Connected B2B + B2C eCommerce Platform

Nutritional Frontiers needed more than a new look. We redesigned and rebuilt their eCommerce experience around the way their business actually works, connecting practitioners, patients, subscriptions, referrals, pricing, prescriptions, promotions, and NetSuite within one scalable eCommerce platform.

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Timeline: 4 Months | Platform: WordPress + WooCommerce | Webhost: WP Engine

THE CHALLENGE

An eCommerce Website Wasn’t Enough

Nutritional Frontiers serves two very different audiences through the same store: healthcare practitioners purchasing at wholesale pricing and patients purchasing at retail pricing.
Their previous Network Solutions website handled basic online sales, but much of the business surrounding those transactions still depended on manual processes.

Practitioner relationships, referrals, pricing, subscriptions, prescriptions, promotions, and operational data needed to work together in a much more connected way.

Before

  • Basic eCommerce
  • Manual referral auditing
  • No subscriptions
  • Limited practitioner workflows
  • Manual processes
  • Limited mobile experience

After

  • Connected B2B + B2C commerce
  • Automated practitioner relationships
  • Affiliate tracking
  • Subscriptions
  • Prescription tools
  • NetSuite synchronization

CORE SOLUTIONS

Key Features That Powers the Website

B2B + B2C Pricing

Practitioners receive wholesale pricing while patients and retail customers see the appropriate consumer pricing, all within one WooCommerce catalog.

Practitioner + Patient Relationships

Patient registration validates practitioner IDs synchronized from NetSuite, creating structured relationships between patients and their healthcare practitioners.

Affiliate Program

Eligible practitioners can earn commissions from qualifying purchases made by their patients using an AffiliateWP-powered referral system.

Custom Prescriptions

Practitioners can recommend products directly to patients through custom prescription functionality built into their WooCommerce account.

Product Subscriptions

Recurring ordering was introduced through WooCommerce Subscriptions, with custom development to ensure compatibility with practitioner pricing and promotional rules.

Flexible Promotions

Administrators can create promotional structures including Buy More, Save More, quantity discounts, and conditional campaigns.

UX/UI DESIGN

Making a Complex Platform Feel Simple

Behind the interface is a sophisticated commerce system, but users shouldn’t have to think about that complexity.
We reorganized content, simplified navigation, improved page hierarchy and calls to action, and designed clearer pathways for browsing products, managing accounts, subscribing, and ordering.

The visual system remained closely connected to the Nutritional Frontiers brand, using its established black, white, and green palette with Montserrat typography, consistent spacing, clean layouts, and a restrained interface.

Nutritional Frontiers