Intercosmetic – how we restructured the online store for B2B sales
Case study of the intercosmetic.pl store
Intercosmetic handled both wholesale (B2B) and retail (B2C) sales in a single store. The result? Blurred communication, information chaos and poor conversion.
Our goal was to separate individual and business customers and create a convenient wholesale purchasing platform that would increase sales and visibility on Google. Read on to see how, in 3 months, we increased the number of inquiries and registrations from potential customers on the B2B platform.
Table of contents
- 2 million from a PLN 6,700 budget – how did we do it?
- Campaign results
- Why was the campaign effective?
- Our experience = campaign success
What did we do to make wholesale customers want to buy online?
Intercosmetic sold wholesale (B2B) and retail (B2C) products in a single store. In practice, this meant:
- no clearly defined purpose for the website
- blurred B2B/B2C communication and information chaos
- issues organizing product categories
- numerous phone calls and customer confusion
- poor conversion (users did not know whether or how they could buy)
Intercosmetic’s customers are mainly drugstores (smaller shops and chains) and resellers - a group that expects speed, clear terms and a convenient purchasing process.
It was crucial to focus the store on a single goal: convenient B2B sales.
We did it in 4 steps:
01
We separated B2B and B2C communication
so that the store addressed business customers
02
We organized the menu and categories
so customers could find products faster
03
We designed the page layout with clear CTAs
so users knew what to do next
04
We integrated analytics
so that subsequent decisions would be based on data, not assumptions
How did we organize the sales messaging for B2B customers?
In a B2B store, the language must be simple and specific: who the offer is for, what you get and how to buy. Therefore, we changed the communication so that wholesale customers immediately felt they were in the right place.
What we implemented:
- New sales messaging tailored to the needs of drugstores and resellers
- Refreshed tab content and messaging targeted at B2B customers
- A content layout designed for quick scanning: key differentiators, terms and the next step are immediately visible
Strategic dashboard for business customers – what did we include?
To reduce phone calls and speed up purchasing, it was crucial to create a B2B area that “gets things done” after login. In the dashboard, business customers can:
- open the catalogue, check current prices and place an order
- view their order history and download invoices
- edit company details, addresses and account settings
The decision to hide prices until login had a clear purpose: to improve the B2B customer experience and create a sense of a “dedicated space”. B2B customers get a dashboard containing everything they need to purchase and manage their account. As a result, they do not treat the store as an “ordinary website”, but as a tool for regular purchasing. The fewer questions they have and the less information they need to search for, the faster they proceed to an order – and the more likely they are to return for another one.
Wondering why we hid prices from customers who were not logged in? Because logging in was not our goal, but a sales tool!
How did we present competitive advantages to drive sales growth?
In B2B, purchasing decisions are most often finalized by “operational” arguments: speed, availability and terms of cooperation. We therefore highlighted the advantages that matter most to drugstores and resellers:
- warehouse in Poland
- shipping within 24 hours
- competitive prices
HOW DID WE DO IT?
We placed the USPs in key locations, both on the homepage and other subpages, so they were visible “at a glance”
We connected the advantages with CTAs (users not only “know”, but can also “act” immediately)
We backed our work with data (GA4 + GSC) and monitor its impact on traffic and user behavior.
After 3 months, the store began ranking in the TOP 10 for new keywords
What does this mean for Intercosmetic?
More customers with purchase intent
Search phrases such as “perfume wholesaler” and “wholesale perfume” are used by people looking for a supplier. A TOP 10 ranking gives the brand a chance to “capture” this demand before it reaches competitors.
A steady flow of leads without paying for every click
The higher the ranking, the more organic visits and inquiries, with no cost per “click”.
Greater B2B brand credibility
High visibility on Google acts as social proof: “if they rank highly, they must be a serious player”, which makes it easier to close business relationships.
Fewer phone calls about “the basics”
When customers reach a page with a well-explained B2B offer and a clear login/pricing path, some questions disappear. SEO brings people in, while UX and content do the work to prevent every visit from ending in another phone call.
Better traffic quality = better conversion
New TOP 10 keywords often bring traffic better aligned with the offer (wholesale, B2B), increasing the likelihood that users will log in and place an order.
Within 3 months, 204 new customers registered on the B2B platform thanks to the search network campaign.
Ongoing SEO cooperation – what results should optimization deliver over a year?
After restructuring the store, Intercosmetic decided to go a step further and expand the cooperation to include ongoing SEO support.
This is important because Google visibility does not end with “a well-organized structure” – only regular activities allow rankings, traffic and B2B sales to grow systematically.
As part of the annual strategy, we are working to ensure that the store:
- increases the number of keywords in the TOP 10/TOP 3,
- expands visibility for typical wholesale queries
- consistently strengthens the brand’s position against competitors.
What’s next?
A separate B2C store is already being developed – this allows the B2B platform to remain as sales-focused as possible, while retail customers get a separate journey.
Do you have a store that works… but feel it could sell better?
You do not always need to build from scratch. Sometimes all it takes is a well-planned reorganization and refreshed content.
Schedule a short video call with us – we will show you what can unlock sales in your online store fastest.
Get in touch and let’s see how we can help you!
Join the ranks of our satisfied customers.
