Designing Three E-Commerce Journeys for One B2B Market

Customer problem

The New Zealand business wanted e-commerce, but its products did not fit a single consumer-style journey. Some could be bought directly, some needed an add-to-quote flow, and others required approved account access. Shipping rules, temporary access, product visibility and account management all had to be clarified before launch.

Work delivered

The Rolfe Marketing team structured the project around gated quote, standard add-to-quote and direct buy-now customer journeys. Approved products were imported before payment functionality and the custom account area were prepared for testing. Each journey was documented so regional users could test the same steps and stage two could be based on observed behaviour.

Delivery method

• 01: Classified products by commercial and access requirements before assigning a transaction path.
• 02: Defined account permissions, temporary access and visibility rules for gated products.
• 03: Mapped payment, shipping, search and confirmation behaviour as one end-to-end experience.
• 04: Treated the New Zealand build as a reusable module for other regions.

Recorded outcome

Customer-journey testing began with search, account and payment components in place. The business documented separate purchasing journeys based on checkout eligibility and account approval. Documented checkout and account-approval paths gave regional teams a precise test scope and a module they could adapt.

What the evidence supports

Checkout eligibility and account approval produced separate purchasing paths.