One storefront. Two buyers. The lab manager and the procurement team.
GT Vision sell microscopes to scientific labs across twelve countries. They needed one storefront for two buyers. The lab manager buying a single instrument. The procurement team buying twelve.
Live
Custom Shopify build, launched 2024.
Where it hurt
What we saw
The old site forced both buyers through the same flow, which slowed both. We rebuilt the storefront on Shopify with a custom theme. Split contact desks (sales for new accounts, service for repairs), multi-region pricing in three currencies, and modular section blocks the GT Vision team swap themselves between campaigns.
What we did, and why
Audit. Map both buyers.
Sat with the GT Vision team to walk both journeys end to end. Where they share the catalogue. Where they fork at enquiry. The audit wrote the scope.
Build. One theme, two flows.
Custom Shopify theme. Section blocks for editor control. Multi-region pricing in three currencies. Cart drawer with cross-sells. Split sales and service contact routes.
Hand over. Code and CMS theirs day one.
Repository access, CMS training, design system in Figma. Their team edits the storefront without a ticket back to us.
The site we built.
For brands like yours
The lab manager and the procurement team don't need separate sites. They need one storefront that knows which buyer's at the door. GT Vision can now run campaigns, swap heroes, and add categories without a developer on standby. The brand's growing into more countries. The storefront grows with it.
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