Home / Case Studies / Wet Sounds

/ Case Study · Manufacturing

Unified Shopify Plus for B2B and B2C.
One Storefront, Two Audiences.

/ The engagement

Retail and Wholesale, One Platform.

We replatformed Wet Sounds from BigCommerce to Shopify Plus and built a native B2B dealer portal on the same storefront, unifying retail and self-service wholesale while keeping NetSuite as the system of record via real-time Patchworks integration.

Shopify PlusB2B PortalNetSuite SyncNative Tax
12.9K+Records migrated, zero downtime
2,000Dealers onboarded to self-service
50 StatesRooftop-accurate tax compliance
~800Products migrated with media

/ About the client

Wet SoundsWet Sounds

Wet Sounds is a Texas-based manufacturer of premium marine and powersports audio equipment for retail consumers. Running on BigCommerce with NetSuite as its financial system of record, the brand needed a single platform to serve both B2C shoppers and B2B dealers without disrupting ERP operations.

Brainvire, a certified Shopify Plus Partner, delivered an end-to-end commerce transformation: Shopify Plus replatforming, UX/UI design, custom development, and seamless ERP integration, unifying retail and wholesale on one scalable omnichannel storefront.

/ The approach

One storefront for two audiences, NetSuite intact.

/01Migration

Moved without loss

Migrated to Shopify Plus with ~800 products, ~12.1K customers, and full order history.

/02Enablement

Dealers self-serve

Deployed a native portal giving ~2,000 dealers self-service ordering, replacing phone and Excel.

/03Structure

Modeled, no custom code

Modeled ~25 price tiers and multiple catalogs within Shopify Plus B2B with no custom code.

/04Compliance

Tax on autopilot

Automated multi-state tax calculations natively, with zero ongoing manual maintenance.

/ What stood in the way

Four hurdles between two audiences and one platform.

Select a challenge to see how it shaped the build.

/01 Data migration risk →
/02 Manual dealer workflows →
/03 Complex B2B pricing →
/04 Multi-state tax compliance →

Data migration risk

Moving off BigCommerce risked losing historical orders, product data, and content, threatening NetSuite ERP operations. Every capability was scoped, demoed, and approved upfront in a structured discovery phase; a controlled Matrixify migration transferred ~800 products with media, up to 12,100 customer records, complete order history, 104 blog posts, and ~30 CMS pages with zero data loss, verified by multi-stage validation that preserved original product creation dates.

Manual dealer workflows

Dealer ordering relied on emails, calls, and a 10-page Excel sheet with zero self-service tracking. Built on the primary Shopify Plus storefront, the B2B portal gives dealers single-login access to contract catalogs and per-SKU pricing, automated quantity rules, self-service tracking, and a Quick Reorder tool, with dual checkout routing, direct card payment or submit-for-review draft orders.

Complex B2B pricing

Managing ~25 price levels, ~22 OEM custom catalogs, and DFI discounts strained inconsistent NetSuite account structures. Program catalogs were modeled natively in Shopify Plus B2B with SKU-restricted lists; order-level DFI discounts apply automatically at checkout, and a parent-company-plus-locations structure gives multi-location dealers individual catalogs, terms, and tax rules with consolidated visibility through one login.

Multi-state tax compliance

Selling nationwide meant navigating varying state tax rates and rules with manual upkeep and third-party software. Shopify Plus' native tax engine became the single source of truth for B2C tax, calculating rooftop-accurate rates automatically by delivery destination, with jurisdiction rules updating natively on the platform, requiring zero manual administration.

/ Product screens

The unified storefront.

The retail and dealer experience on one platform.

Wet Sounds Shopify storefront/01Storefront
Wet Sounds collection page/02Collections
Wet Sounds product detail/03Product Detail
Wet Sounds category landing/04Category Landing
Wet Sounds marine audio page/05Marine Audio
Wet Sounds homepage/06Homepage
Wet Sounds unified sign-in/07Unified Sign-In
Wet Sounds product page/08Product Page
Wet Sounds bundles and details/09Bundles & Details

/ The results

What changed, in numbers.

12.9K+ Records migrated ~800 products, ~12.1K customer records, and 104 blogs migrated with zero downtime.
2,000 Dealers onboarded ~2,000 dealer companies structured for B2B self-service, eliminating manual ordering spreadsheets.
50 States Tax compliance Rooftop-accurate tax calculations across all 50 US states via Shopify Plus' native engine.
Real-time NetSuite sync Products, inventory, orders, and fulfillment stay synced with NetSuite via Patchworks middleware.

/ Next step

Is your commerce platform ready to serve two audiences at once?

Brainvire, your trusted Shopify Plus partner, builds single storefronts that scale retail and wholesale commerce together. A thirty-minute working session, no sales deck.

Book a Working Session →