A wholesale store where every customer sees their own price — and it loads instantly

The Challenge

Wholesale pricing, heavy data and an aging platform

Kelli's sells to gift shops, so each customer has negotiated pricing, order history and account terms that live in the back office, not the website.

That makes the store data-heavy by nature: customer-specific pricing, ticket history and custom order data all have to move between systems reliably.

Over time the platform aged, duplicate ticket numbers and years of archived orders started disrupting imports and slowing the admin, and a server move meant every integration's firewall rules had to be rebuilt while urgent security patches kept arriving.

The Strategy

Treat speed and data hygiene as features, not chores

From the first build, PeakBeyond scoped the store around the B2B essentials — customer attributes, ticket history, customer-specific pricing and custom order data — rather than a consumer template.

We treated performance as measurable work: test and tune caching, trim unused modules and scheduled jobs, and benchmark the database rather than assume the server was the problem.

For security we favored resilience over convenience — allow-lists trimmed to what each integration actually needs, integrations pointed at hostnames rather than fixed addresses, and the client's own edge account with bot management, so Kelli's controls its own protection.

The Solution

Built for wholesale, then kept fast and current

PeakBeyond scoped the original build around wholesale and has kept it fast and current ever since, from the first release to the latest upgrade.

• Built for wholesale, not for a consumer template — Led the B2B store build with the development and integration partners, covering customer attributes, ticket history, customer-specific pricing and custom order data.
• Treated speed as measurable work — Tested and tuned caching, trimmed unused modules and scheduled jobs, implemented new site search, and benchmarked the database rather than assuming the server was the problem.
• Upgraded on new ground — Planned and delivered the platform upgrade on new hosting, moved the integration to the new web server, and ran end-to-end test orders and a weekend go-live.
• Put the client in control of its own protection — Rebuilt firewall and allow-list rules for every integration, pointed integrations at hostnames rather than fixed addresses, and moved domain and firewall control into the client's own account with bot management.
• Cleaned up the data underneath — Renumbered older orders, removed long-archived ones and identified duplicate customer accounts for merging.

Every change was measured rather than assumed, which is how a wholesale store with customer-specific pricing answers as quickly as a consumer site.

The Results

Faster every time it's measured

The original B2B store launched in January 2019 with customer-specific pricing and history in place.

Performance work brought time to first byte to about 0.1 seconds from 0.4 seconds, and after the 2026 upgrade the client reported performance scores of 97–98 on the upgraded site.

Database operations ran significantly faster after the engine change, and the order data clean-up took the drag out of imports and the admin.

Kelli's customers get their own prices on a store that responds as fast as a consumer site.