eCommerce for Trade Merchants

The trade branch of the future is online

The trade branch of the future is online

The trade branch of the future is online

eCommerce Solutions for Trade Merchants

One solution. Two very different customers.

Trade merchants serve two customers who want entirely different things from the same platform. The professional who needs account pricing, quick order, and no friction between intent and checkout. The DIYer who needs to understand what they're buying, feel confident they're buying the right thing, and be guided to the decision rather than left to find it.


The trade buyer of the next decade looks different from the one most merchant platforms were built around. The ones that recognise it early will win the work. The ones that don't will lose it to whoever does. We help merchants deliver eCommerce experiences for both.

Trade merchants serve two customers who want entirely different things from the same platform. The professional who needs account pricing, quick order, and no friction between intent and checkout. The DIYer who needs to understand what they're buying, feel confident they're buying the right thing, and be guided to the decision rather than left to find it.


The trade buyer of the next decade looks different from the one most merchant platforms were built around. The ones that recognise it early will win the work. The ones that don't will lose it to whoever does. We help merchants deliver eCommerce experiences for both.

Serving Two Different Buyers

eCommerce for trade professionals and consumers.

Your customer expectations are changing. Your platform has to keep up.

B2B features with a retail experience

DIY customers need guidance and confidence

Stock, pricing, and delivery confidence

Connected to the branch, not competing with it

Built for the catalogue trade actually carries

B2B features with a retail experience

Account pricing and trade terms shouldn't mean a clunky portal.

Trade customers expect their negotiated rates, credit terms, and order history to be there when they need them. What they won't accept is fighting a slow or confusing interface to get to them. The merchants winning trade online understood that B2B pricing and good UX aren't a choice.

Account-based pricing and saved baskets

One-click reorder from order history

Real-time stock by branch and depot

Confirmed delivery windows before checkout

Mobile-first ordering from site, van, or counter

B2B features with a retail experience

DIY customers need guidance and confidence

Stock, pricing, and delivery confidence

Connected to the branch, not competing with it

Built for the catalogue trade actually carries

B2B features with a retail experience

Account pricing and trade terms shouldn't mean a clunky portal.

Trade customers expect their negotiated rates, credit terms, and order history to be there when they need them. What they won't accept is fighting a slow or confusing interface to get to them. The merchants winning trade online understood that B2B pricing and good UX aren't a choice.

Account-based pricing and saved baskets

One-click reorder from order history

Real-time stock by branch and depot

Confirmed delivery windows before checkout

Mobile-first ordering from site, van, or counter

Our Approach

Business and experience first. Technology second.
Always in that order.

Before we talk about solutions, we talk about two things. What the business needs to achieve, and what the customer needs to experience.


Those two questions shape the strategy, from the architecture underneath to the journey on top.


Whether you're looking for a new solution, a new partner, or both, that's where we start.


That means working with trade merchants at every stage. New builds designed for both customers from day one. Migrations from platforms that couldn't carry the complexity. Takeovers from agencies that got it wrong. And management that holds across branches, integrations, and peak.

Proven Results

Client Success Stories.

A proactive partner focused on progress, not just delivery

Complex B2B commerce with custom quoting, pricing, and a self-service portal built to support trade customers at scale.

Digital foundations for operational scale

GENE helped modernise Holcim's commerce ecosystem, creating a platform that improves efficiency and supports long-term growth across multiple markets.

68.5% increase in mobile revenue YoY

A full Hyvä Commerce rebuild that reduced frontend complexity, improved performance and gave Electrical Counter a faster, more scalable eCommerce experience built for long-term growth.

68.5% increase in mobile revenue YoY

A full Hyvä Commerce rebuild that reduced frontend complexity, improved performance and gave Electrical Counter a faster, more scalable eCommerce experience built for long-term growth.

Bringing enthusiast brands closer to their customers

GENE helped modernise the digital experience, delivering improved performance and greater flexibility across multiple hobby brands.

Bringing enthusiast brands closer to their customers

GENE helped modernise the digital experience, delivering improved performance and greater flexibility across multiple hobby brands.

How We Work with Trade Marchants

Three starting points. One way of working.

New Builds

A new brand, a new market, a new channel. Built around where the business is going.

Whether it's a new brand, a new market, or a new digital presence altogether, the platform underneath it should be built to support what comes next, not just what's needed today. Architecture, integrations, and customer experience designed to grow with the business from day one.
Platform Migrations

Moving from a platform that's been outgrown. Without losing what's working.

SEO. Order history. Promotions. Loyalty data. Integrations that took years to settle. A migration is a long list of small things that have to land in the right order. We plan around all of them, trade through the transition, and don’t celebrate launch until the numbers say we can.
Rescues and Takeovers

Taking over from an agency that didn't deliver or you've outgrown.

Whether the platform needs stabilising, the backlog needs clearing, or a delayed project needs delivering across the line. We come in, work out what's actually wrong, and get things moving again.
Ready to move?

The conversation is usually worth having.

Whether you're struggling with reactive support, release anxiety, mounting technical debt or simply a lack of ownership across the platform, GENE provides the structure, expertise and operational oversight to bring stability and confidence back to your eCommerce operation.

Ready to move?

The conversation is usually worth having.

Whether you're struggling with reactive support, release anxiety, mounting technical debt or simply a lack of ownership across the platform, GENE provides the structure, expertise and operational oversight to bring stability and confidence back to your eCommerce operation.