Seamless B2B ecommerce experience for Ascot Wholesale

The Challenge

Ascot Wholesale’s previous website made it difficult for customers—many of whom regularly purchase in bulk—to complete orders online. The lack of a streamlined buying experience meant clients often had to contact the team directly, slowing down the process and creating extra admin on both sides.

Alongside handling a massive catalogue of over 20,000 products and 800+ categories, the challenge was to simplify and modernise the ecommerce experience for busy B2B buyers who expect speed, clarity, and self-service from start to finish.

My Approach

I began by researching B2B ecommerce behaviour and mapping out user journeys based on how business owners and procurement teams shop for catering equipment. With this insight, I crafted a scalable information architecture, intuitive filtering systems, and a visual structure that supports clarity and speed.

Key aspects of the project included:

• UX strategy and research – Analysed user behaviour and competitor sites to tailor the UX around B2B needs and frequent buyers.
• Simplified category structure – Reduced the original 800+ categories to less than 300, making navigation more intuitive and reducing decision fatigue.
• Product categorisation and nav – Designed a robust and logical category tree to handle thousands of SKUs, with mega menus, smart filters, and related product logic to boost discoverability.
• Modern minimal design – Developed a clean, trend-aware visual direction that aligns with Ascot’s brand while elevating their digital presence.
• WooCommerce integration – Worked closely with developers to design for performance, custom functionality, and ease of use within WooCommerce.
• Conversion-focused UX – Prioritised fast product access, clear CTAs, trust signals, and responsive layouts across all screen sizes.

The Result

The new Ascot Wholesale site is a high-performing B2B ecommerce platform that simplifies the buying journey for thousands of products. With a cleaner category structure, enhanced UX, and a fully integrated online ordering system, customers can now easily browse, find, and purchase in bulk—without needing to reach out manually.

Ascot now has a scalable, future-ready platform that improves efficiency, supports customer autonomy, and reflects their leadership in the catering supply industry.