- WooCommerce
- Figma
How MESLO Built an International B2B WooCommerce Platform Around Complex Commercial Rules
MESLO had an old and outdated website that no longer properly represented the company or supported the complexity of its international B2B sales operations. The project objective was to replace the outdated website; modernize MESLO's international digital presence; support B2B and wholesale customers; accommodate different currencies and tax conditions; support customer-specific commercial conditions; enable both eCommerce purchases and quote/proposal requests; and create a scalable platform that reflects how MESLO actually sells.
- International B2B WooCommerce platform delivered
- Multiple currencies and country-specific tax logic
- Customer-specific conditions and quote / proposal workflows
MESLO
MESLO had an old and outdated website that no longer properly represented the company or supported the complexity of its international B2B sales operations. Its requirements went significantly beyond a standard B2C eCommerce store because the company sells across different countries, brands, currencies and commercial conditions.
- International — UAE, USA, Nigeria, Cyprus, Middle East & Africa
- meslo.com
- WordPress + WooCommerce (custom B2B / wholesale)
Services Provided:
- International B2B WooCommerce platform development
- custom wholesale functionality
- ongoing maintenance and technical support. WD Market replaced MESLO's outdated website with a modern eCommerce and B2B sales platform designed around its international commercial model
The Challenge
The Starting Point
MESLO had an old and outdated website that no longer properly represented the company or supported the complexity of its international B2B sales operations. Its requirements went significantly beyond a standard B2C eCommerce store because the company sells across different countries, brands, currencies and commercial conditions.
What the Client Believed Was Wrong
The existing website could no longer support MESLO’s international business model. The company needed a modern platform capable of handling B2B customers, wholesale pricing, different commercial conditions, multiple currencies, country-specific requirements and quote/proposal-based sales, rather than a conventional one-size-fits-all eCommerce store.
What Had Already Been Tried
MESLO already had an existing website, but it was an outdated digital presence that did not support the company’s increasingly complex international B2B requirements.
Why It Needed Attention
The previous website had become outdated relative to the complexity of the business. MESLO needed an eCommerce platform that could support its existing international B2B sales process and provide a stronger digital foundation for serving customers across multiple markets.
Risk of Doing Nothing
MESLO would continue operating an outdated website that did not adequately support its international B2B sales model. This would create increasing friction as the company manages different markets, currencies, taxation requirements, customer conditions and quotation-based sales processes.
Constraints That Shaped the Solution
MESLO’s model is substantially more complex than conventional B2C eCommerce. The platform needs to accommodate multiple international markets, EUR/USD/GBP currencies, Geo-IP logic, country-specific taxation, B2B accounts, wholesale pricing, customer-specific commercial conditions and quote/proposal requests. There is also no ERP integration, meaning some processes may still require manual work outside WooCommerce.
What Success Needed to Mean
A platform that reflects MESLO’s actual sales process rather than forcing the business into a standard eCommerce model. Customers need to be able to discover technical products, access appropriate commercial conditions, purchase where relevant, or initiate a B2B quotation process.
Our Approach
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What the Evidence Showed
The central finding was that MESLO should not be treated as a standard B2C eCommerce business. Its website serves several roles simultaneously: product discovery + technical information + B2B account functionality + quote generation + eCommerce. The customer journey and technical architecture therefore needed to support the sales organisation rather than simply optimize for immediate online checkout.
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What We Prioritized First
Understanding and supporting the actual B2B sales model. Rather than beginning with conventional eCommerce features alone, the platform needed a foundation capable of supporting different markets, currencies, taxation, customer groups, commercial conditions and quote-based purchasing. These requirements were fundamental to MESLO’s ability to use the website commercially.
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How We Delivered It
WD Market developed a new WordPress + WooCommerce international B2B eCommerce platform. The solution incorporated Geo-IP functionality, multiple currencies, country-specific tax logic, dedicated B2B accounts, wholesale pricing, customer-specific commercial conditions and quote/proposal functionality. This allowed the website to operate both as an eCommerce store and as part of MESLO’s wider B2B sales infrastructure.
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How the Engagement Evolved
Following completion of the major eCommerce project, the relationship transitioned from major eCommerce development partner → maintenance and technical support partner. There is currently no significant active development project, so WD Market’s role is primarily maintaining the custom infrastructure and solving problems when they arise.
The People Behind The Work
WD Market eCommerce strategy/project management, UX/UI, WooCommerce development, custom B2B development, frontend/backend development, QA/testing and ongoing technical support.
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Jānis Strautiņš
Support Team Lead
Focus: Support · Troubleshooting · Coordination
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Lauris Priede
Chief Technology Officer
Focus: Architecture · Integrations · Performance
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Deins Grets
Head of UI/UX & CRO
Focus: UI/UX · Usability · Customer Journeys · CRO
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Anush Avetisyan
QA Team Lead
Focus: QA · Payments · Integrations · Release Quality
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Mārcis Motcats
E-commerce System Engineer
Focus: Full-scale enterprise systems · Automation Workflows · Technology
25+ Developers, Designers, CRO Specialists & others Strategic Decisions
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Recommendation
The original objective to replace the outdated website with an international B2B eCommerce platform was aligned with the underlying business problem.
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What We Deliberately Did Not Recommend
We did not treat the project as a conventional B2C eCommerce build where every visitor is expected to complete an immediate online checkout. MESLO’s existing quotation and proposal process remained an important part of the solution because this reflects how professional laboratory and scientific equipment is actually sold.
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Rebuild / Redesign / Spend Decision
A rebuild was appropriate because the previous website no longer supported the company’s requirements.
Results We Delivered
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Measured Results
Successful delivery of a substantially more sophisticated international B2B eCommerce infrastructure, including WooCommerce, a B2B wholesale environment, multiple currencies, Geo-IP logic, country-specific tax rules, customer-specific commercial conditions and quote/proposal functionality.
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Evidence and Metrics
The platform now supports MESLO’s international B2B requirements, including multiple currencies, Geo-IP logic, country-specific tax logic, B2B/wholesale functionality, customer-specific conditions and quote/proposal requests. Because a significant portion of the business is quote-driven, performance should not be evaluated exclusively through standard eCommerce checkout metrics.
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What the Client Gained Beyond the Metric
MESLO gained a digital platform that is much more closely aligned with how the business actually operates. The website can now function as a product catalogue, eCommerce store, B2B customer environment and lead/quotation generation channel, giving the sales team infrastructure that supports both transactional and relationship-based sales.