Overview

Eurospot LED sells technical lighting products to electricians, installers, and trade buyers.

Their needs don’t fit retail patterns.

Pricing is negotiated per account, payment options depend on how goods are delivered, and Greek logistics have specific expectations that generic ecommerce plugins rarely cover.

To address these requirements, I built a structured WordPress child theme from scratch—modular, maintainable, and focused on real business logic rather than plugin sprawl.

The Problem

A standard WooCommerce setup assumes every customer follows the same journey.

For a wholesale business, that creates significant operational challenges.

Common Limitations

  • Product pricing is visible to everyone
  • All customers receive the same pricing structure
  • Checkout workflows ignore fulfillment requirements
  • Account-specific discounts are difficult to manage
  • Marketing and CRM data remain fragmented

These limitations create real business problems:

  • Pricing leaks to competitors
  • Checkout processes don’t reflect operational reality
  • Sales teams lack visibility into partner activity
  • Customer data becomes difficult to leverage

The business needed a platform designed around B2B workflows rather than retail assumptions.

What I Built

Role-Based Catalog Access

Only approved trade accounts can view pricing and place orders.

Key features include:

  • Account approval workflow
  • Customer-specific discount rates
  • Dynamic pricing calculations
  • No duplicate product records
  • Price-hide toggle for sales demonstrations

The sales team can showcase the catalog during meetings without exposing negotiated pricing.

Checkout That Matches Greek B2B Reality

Payment options dynamically adapt based on the selected shipping method.

Store Pickup

Available payment options:

  • In-store payment
  • Bank transfer
  • Credit/debit card

Courier Delivery

Available payment options:

  • Cash on delivery
  • Bank transfer
  • Credit/debit card

An automatic surcharge is applied when cash on delivery is selected.

Freight Shipments

Available payment options:

  • Bank transfer
  • Credit/debit card

To support these workflows, I developed two custom payment gateways that handle offline settlement processes not supported by WooCommerce out of the box.

Compliance and Operational Tooling

The platform includes several custom operational features that automate day-to-day processes.

Environmental Recycling Fees

Each product can be assigned an environmental recycling fee.

These fees:

  • Are configured per product
  • Automatically calculate in the cart
  • Roll up correctly at checkout
  • Remain visible for compliance reporting

Abandoned Cart Recovery

A custom REST API endpoint exposes abandoned cart data to external CRM systems using first-party data owned by the business.

This enables:

  • Automated recovery campaigns
  • CRM integrations
  • Lead nurturing workflows
  • Marketing attribution improvements

Partner Network Management

I built a custom partner directory powered by Leaflet maps.

Features include:

  • Interactive partner map
  • Click tracking
  • Lead source attribution
  • CSV export functionality
  • Performance reporting

The sales team gains visibility into how partners contribute to business growth.

Product Collateral and Buying Support

Technical product purchases often require supporting documentation.

The platform includes:

  • On-demand PDF datasheet generation
  • Per-product file attachments
  • Downloadable technical documentation
  • Recently viewed products functionality

These features improve product discovery and support higher-consideration purchasing decisions.

Architecture Approach

Instead of relying on dozens of overlapping plugins, the solution was built around a structured custom codebase.

Core business logic lives inside the child theme and custom modules, providing:

  • Predictable behavior
  • Easier maintenance
  • Reduced plugin conflicts
  • Better performance
  • Full ownership of business processes

The goal was not simply to extend WooCommerce.

The goal was to make WooCommerce behave like the business already operates offline.

Outcome

The final result is a single, auditable codebase covering:

  • Access control
  • Dynamic pricing
  • Checkout logic
  • Payment workflows
  • Compliance calculations
  • Document generation
  • CRM integration
  • Partner management

By replacing plugin sprawl with purpose-built functionality, the business gained a platform that is:

  • Easier to maintain
  • Closer to real operational workflows
  • More scalable
  • Fully owned by the client

Most importantly, the ecommerce platform now supports the way Eurospot LED actually does business, rather than forcing the business to adapt to generic ecommerce assumptions.

Key Results

  • Custom B2B account management
  • Dynamic customer-specific pricing
  • Shipping-aware checkout workflows
  • Custom payment gateway implementation
  • Environmental fee automation
  • CRM-ready abandoned cart integrations
  • Partner network tracking and reporting
  • Technical document generation
  • Reduced dependency on third-party plugins

Technologies Used

  • WordPress
  • WooCommerce
  • PHP
  • JavaScript
  • REST API
  • Leaflet Maps
  • MySQL
  • Bootstrap

Final Thoughts

Many B2B ecommerce projects fail because they attempt to solve operational problems with more plugins.

The better approach is often the opposite.

Start with the business processes, design the architecture around them, and build only the functionality that genuinely adds value.

That’s the approach taken for Eurospot LED—and the result is a platform that supports both current operations and future growth.