- Objectives
- Implement a scalable B2B ecommerce platform supporting multi-region and account-based purchasing
- Streamline repeat ordering and reduce friction for high-frequency B2B buyers
- Support complex B2B workflows without compromising usability or performance
- Enable long-term growth through a flexible, extensible ecommerce architecture
- Results
- Improved B2B buying efficiency through streamlined navigation, reordering, and quote workflows
- Increased engagement with a 40 percent increase in pages per visit
- Reduced bounce rate by 24 percent through customer-first UX improvements
- Delivered a scalable B2B ecommerce implementation supporting global growth
Project Highlights
You can access the Imprint Plus website at https://www.imprintplus.com/
About Imprint Plus
Imprint Plus is a Canadian-based global manufacturer and supplier of custom name badges, identification products, and signage. Its offerings include reusable and eco-friendly systems that support employee ID programs, hospitality badges, event credentials, and branded identification solutions. Founded in 1982, the company emphasizes sustainable, customizable products that help organizations present a consistent and professional brand identity.
Imprint Plus operates in Canada, with headquarters in Richmond, British Columbia, in the United States, and supports customers internationally, including distribution across Europe.
Selling Online
As customer expectations evolved, Imprint Plus identified an opportunity to extend its sales strategy through a digital commerce channel. This shift allowed customers to purchase name badges and custom identification products online while maintaining the brand’s focus on quality, customization, and operational efficiency.
As the business expanded globally, Imprint Plus required a more robust and scalable ecommerce platform capable of supporting multiple regions, currencies, and customer types.
This need led to the implementation of its first Magento, now Adobe Commerce, platform. The solution supported dedicated storefronts and currencies across three core markets: the United States, Canada, and the United Kingdom.
Plus Portal: A Dedicated B2B Ecommerce Channel
While online sales performed well, Imprint Plus recognized that certain customers required a more tailored B2B ecommerce experience. These customers needed faster ordering, access to dedicated catalogs and pricing, and the ability to reorder frequently purchased products with minimal effort.
To address these requirements, Imprint Plus designed and launched the Plus Portal, a dedicated B2B ecommerce channel built to streamline purchasing for account-based customers.
The Plus Portal quickly proved successful, earning strong customer feedback, improving satisfaction, and contributing to increased online revenue. Despite this success, the Imprint Plus team continued to identify opportunities to further enhance the B2B ecommerce implementation and optimize the end-to-end purchasing experience.
Engaging Brain & Code
In 2021, Imprint Plus partnered with Brain & Code to support its ecommerce platform and long-term innovation roadmap. Brain & Code is a Vancouver-based ecommerce design and development agency specializing in B2B ecommerce implementation across modern commerce platforms.
The partnership aligned closely with Imprint Plus’s objectives to deliver a scalable, customer-first digital commerce experience. Since then, the teams have collaborated on strategy, design, and technical execution, with a shared focus on personalization, operational efficiency, and long-term growth.
What Has Been Delivered
Over the past four years, Brain & Code has supported a wide range of enhancements and platform upgrades for Imprint Plus, including complex technical improvements. For the purpose of this case study, the focus is on customer-facing improvements that directly support B2B ecommerce performance, usability, and conversion.
Below are key examples of how the B2B ecommerce implementation has been refined to support both buyer experience and internal business requirements.
Navigation and Homepage Optimization
A redesigned homepage was introduced to balance visual clarity with functional performance. The updated layout improves product discovery and clearly communicates value propositions for both B2C and B2B audiences.
These changes delivered measurable gains in engagement, including a 40 percent increase in pages per visit and a 24 percent reduction in bounce rate, demonstrating the impact of user-focused design within a B2B ecommerce environment.
Cross-Sell Optimization and Mini Cart Integration
A cross-sell panel was implemented to appear when products are added to the cart. This panel confirms successful product addition while surfacing relevant complementary items that customers may otherwise overlook.
By introducing contextual cross-sell recommendations at a key decision point, this enhancement increases average order value and improves overall B2B ecommerce performance, without interrupting the purchasing flow.
B2B Site Header Optimization
The site header was refined to improve clarity, usability, and responsiveness across devices. To support a self-serve model, non-essential elements such as the Contact Us link and phone number were removed from the primary navigation to reduce distractions and keep users focused on completing purchases.
The sub-brand dropdown was redesigned to improve visibility and scannability, making it easier for users to locate the correct brand. Layout issues caused by long brand names were resolved through improved spacing and alignment. These updates resulted in a cleaner, more professional header experience across desktop, tablet, and mobile devices.
Cost Center, Store Number, and Branch Number Support
An optional field titled “Cost Center, Store Number, or Branch Number” was added to both billing and shipping address forms. This enhancement allows B2B customers to capture internal identifiers that support accurate billing, fulfillment, and internal reporting.
Because the field is optional, it does not add friction for customers who do not require it, preserving a streamlined checkout experience while supporting complex B2B operational workflows.
Terms and Conditions for On Account Payments
To support internal compliance and invoicing requirements, a Terms and Conditions checkbox was introduced exclusively for the On Account payment method. Customers selecting this payment option must acknowledge the terms before completing their order, while other payment methods remain unaffected.
This enhancement strengthens governance without adding unnecessary friction to the broader checkout experience.
Product Detail Page Enhancements
Product detail pages were enhanced to improve clarity and reduce purchase uncertainty. Product images now dynamically update based on selected colour and size options, ensuring customers see accurate representations of their selections, including swatches and dimension-specific visuals.
Wishlist functionality was also reviewed and adjusted. It was enabled where appropriate for the updated product detail pages and disabled in B2B and B2C contexts where it did not support the purchasing workflow. These changes resulted in a more focused and intuitive product experience aligned with B2B buying behaviours.
Contact Us Form Optimization
The Contact Us form was optimized to support consistent interactions across devices. Improvements to layout and responsiveness ensure a seamless experience on desktop, tablet, and mobile, supporting inbound inquiries without disrupting the broader ecommerce experience.
Request a Quote Functionality
A Request a Quote feature was implemented directly on product detail pages to support B2B buyers who require pricing approvals or custom configurations. The form automatically captures the relevant product details, reducing errors and minimizing effort for customers.
This functionality supports common B2B purchasing workflows while keeping users within the ecommerce platform.
Conclusion
Imprint Plus’s B2B ecommerce implementation demonstrates what is possible when business objectives, customer needs, and technology are intentionally aligned. What began as a solid Magento, now Adobe Commerce, foundation evolved into a highly tailored B2B commerce ecosystem that supports multi-region operations, account-based purchasing, streamlined reordering, and complex operational requirements, all without compromising usability.
Through continuous optimization of the end-to-end customer journey, from navigation and product discovery to checkout, quoting, and account-specific workflows, Imprint Plus has successfully scaled its B2B operations while delivering a faster and more intuitive experience for returning customers. The result is a B2B ecommerce platform that not only supports day-to-day transactions but also enables long-term growth, operational efficiency, and stronger customer relationships.
This success was not the result of a single large initiative. It was achieved through a series of deliberate, customer-first improvements implemented over time, grounded in real business requirements and data-informed decision making.
Let’s Build Your B2B Commerce Strategy
If you are a B2B organization looking to modernize your ecommerce channel or elevate an existing B2B ecommerce implementation, Brain & Code can help.
We specialize in designing and implementing scalable B2B ecommerce solutions that balance platform capabilities, operational complexity, and customer experience. Our work supports B2B requirements such as:
- Account-based pricing and customer-specific catalogs
- Reordering, quoting, and repeat purchase workflows
- Multi-region and multi-brand commerce setups
- Custom checkout logic and B2B payment options
- Long-term B2B ecommerce roadmaps built for growth
We work across platforms including Adobe Commerce (Magento), Magento Open Source, Shopify, and Shopify Plus, helping B2B organizations select, implement, and optimize the right commerce solution for their business.
Get in touch with us to discuss your B2B ecommerce implementation goals. We would love to learn about your challenges and explore how we can help you build a scalable, customer-focused commerce experience.
