B2B / D2C
ONNO
Seamless B2B and D2C consolidation on Shopify Plus

Jack Kanefield

FOUNDER & CEO, ONNO

"The Symmetry team understood our business inside and out. They built exactly what we needed, from a detailed and well designed frontend to custom apps that help our D2C + B2B live under one roof."

Objective
Consolidating operations to eliminate technical debt and drive growth

ONNO manufactures and sells their ethically made, environmentally sustainable t-shirts D2C from their headquarters in Colorado. Historically, ONNO faced significant operational pain points, including paying around $14,000 a month in development fees just to "keep the lights on" with their WooCommerce site and dealing with "old technical debt" on their separate wholesale portal. The primary goal of the project was to execute a seamless migration for ONNO from their current, high-maintenance WooCommerce platform to a single, blended B2B and D2C Shopify storefront. Symmetry Commerce's strategy involved consolidating the two formerly separate websites into one efficient Shopify store to improve data consistency, enhance internal workflows, and establish a scalable foundation for future growth. Additionally, specialized embedded apps were custom built to seamlessly handle ONNO’s highly specific, critical requirements around custom purchase order generation and complex D2C/B2B inventory buffer systems.

Impacts
200,000+ Customers Migrated
300 Companies Migrated
100,000+ Orders Migrated
Transformation
Modernizing the tech stack with custom B2B apps and automated workflows
ONNO T-Shirt Company migrated from WooCommerce to Shopify with a unified platform serving both D2C and Wholesale. Custom apps were built for inventory buffering and purchase order management, with tiered catalog pricing for retailers and screen printers, automated customer tagging via Shopify Flow, and a structured wholesale approval and checkout experience. The tech stack included UPS shipping integration, Fairing post-purchase surveys, Google Tag Manager, and Rich Panel for customer support. The site launched and orders came flowing through within the first minutes with no downtime.
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Challenges
Technical Debt and Slow Performance on the Wholesale Site

While ONNO's D2C website performs well, their separate wholesale website suffers from "old technical debt" and "crappy code," resulting in slow load times (up to 5 seconds on checkout).

Broken International Shipping

Their international shipping rates integration broke on WooCommerce. Because they haven't fixed it, they have resorted to charging a flat $30 shipping rate for any D2C international order, which actively deters international customers from purchasing.

Inventory Sweep by Wholesalers

ONNO previously struggled with massive stockouts because large wholesale buyers would buy up all incoming inventory. This forced them to invent a complex "D2C buffer system" to hide inventory from wholesalers and protect stock for their D2C customers.

Results
A Unified Storefront for D2C and B2B Utilizing Shopify's native B2B catalogs and conditional logic to display appropriate pricing and inventory based on the specific customer's login, distinguishing between regular consumers, retail stores, and screen printers.
Custom Embedded Apps for Inventory Buffers and Purchase Orders (POs) Rather than relying on external spreadsheets or clunky workarounds, these apps will use Shopify's robust GraphQL APIs to give ONNO a clean, scalable user interface right inside their dashboard. This allows ONNO to easily set logic multipliers to protect their D2C inventory.
Automated Order Tagging and Fulfillment Workflows To streamline back-office operations and eliminate human error, the new setup utilizes automated Shopify Flows for incoming orders.