Success Story

From D2C to a Self-Service
B2B Wholesale Channel

Discover how a Techfino-led partner team gave Rishi Tea & Botanicals a bespoke Shopify B2B wholesale portal, integrated to Microsoft Business Central.

Executive Summary: Techfino led the solution architecture and the Celigo integration between Shopify B2B and Microsoft Business Central for Rishi Tea & Botanicals, All Of The Things served as the implementation partner, building and customizing the Shopify B2B storefront, with RPSI Global providing independent program governance. The result is a bespoke Shopify B2B portal with approval-based onboarding, recurring reorder, and a quick-order experience. Within the first phase, Rishi Tea onboarded its initial wholesale cohort, generating over $50K in sales driven by self-service wholesale reordering. Since the May release, sales have grown to $663,149.14 across 1,205 orders and 554 customers.

Rishi Tea & Botanicals: Shopify B2B Wholesale Case Overview

rishi-3-profile

Industry

Food & Beverage, Tea & Botanicals

Size

Mid-market wholesale

Challenge

D2C to self-service wholesale

In business since 1997


Direct trade sourcing and certified as organic


$20M revenue a year

 

Services

Shopify B2B build, Celigo integration to Business Central, program governance

Website

https://rishi-tea.com/

Shopify B2B Wholesale Pilot-to-Scale Project Results

Pilot Release Month: May 2026

 

down

$663,149.14 in wholesale sales since May release

Intersect

1,205 orders processed through the portal

award

554 active wholesale customers onboarded

THE CHALLENGE

Taking Rishi from D2C to Self-Service Wholesale

Rishi sold direct-to-consumer on Shopify and wanted roughly 100 wholesale buyers to order on their own, freeing the sales team from manual reordering. Standard Shopify B2B could not meet the requirements out of the box: payment could not be disabled inside the portal, the standard My Account offered little room to customize the buyer experience, and out-of-the-box B2B login was limited to one-time passcodes only.

“[Customer quote pending Rishi Tea approval]”

Nathan Kosky
Executive Vice President,
Rishi Tea & Botanicals

The Solution

A headless portal, integrated to Microsoft Business Central via Celigo, gave Rishi full control of the wholesale buying experience while keeping both systems in sync.

The team validated several approaches before committing to a headless build, ending on a portal that gave full control of the buyer experience. Techfino owned the solution architecture and the Celigo integration, All Of The Things, the implementation partner, built and customized the Shopify B2B storefront, and RPSI Global governed the program.

A bespoke My Account portal

Standard Shopify B2B could not disable in-portal payment, allow deep My Account customization, or move past one-time-passcode login. A headless build removed those limits and gave Rishi a wholesale experience scoped to each account.

Approval-based onboarding and reordering

Wholesale buyers request access and are approved before they can order, then reorder recurring items and place quick orders by the case, with stock and shipping rules tailored per account.

Shopify to Business Central, kept in sync

Celigo automations keep data flowing between Shopify B2B and Microsoft Business Central, so orders, customers and inventory stay consistent without manual work.

Results

Shopify B2B Wholesale Pilot-to-Scale Project Results

Pilot Release Month: May 2026

Rishi moved from a D2C-only store to a self-service wholesale channel that runs itself, on a bespoke portal integrated to Business Central.

  • Approved buyers onboard, browse and reorder on their own
  • Recurring orders and quick-order by the case
  • Shopify and Business Central data stays in sync via Celigo
  • The sales team is freed to chase new opportunities

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A Wholesale Channel Built to Fit

Services

The Techfino-Led Build

Techfino owned the solution architecture and the Celigo integration between Shopify B2B and Microsoft Business Central, while All Of The Things built the Shopify storefront and RPSI Global ran program governance. The team validated several approaches before committing to a headless portal with full control of the buyer experience.

KEY FEATURES

Scalability

Bespoke My Account Portal

A headless wholesale portal that gives Rishi full control of the buyer experience, beyond the limits of standard Shopify B2B.

Integration

Shopify to Business Central

Celigo keeps data flowing between Shopify B2B and Microsoft Business Central automatically, so orders, customers and inventory stay in sync without manual work.

Techfino-Team-1-mid

KEY BENEFITS

Approval-Based Onboarding

Approval-Based Onboarding

Wholesale buyers request access and are approved before they can order, with an approval-gated catalog scoped to each account.

Recurring Reorder

Recurring Reorder

Buyers reorder recurring items in a couple of clicks, so the sales team stops taking orders by hand and focuses on new business.

Quick-Order by the Case

Quick-Order by the Case

A quick-order page and minimum order increments let buyers order by the case the way Rishi actually sells.

One Coordinated Partner Team

RPSI Global provided independent program governance, Techfino owned the architecture and the Shopify-to-Business Central integration, and All Of The Things, the implementation partner, led the Shopify B2B design and front-end with a dedicated development team.

Lucia

Lucia

RPSI Global

Martín

Martín

AOTT (All Of The Things)

Olivier

Olivier

Techfino

yaffa Rabkin

Yaffa

Rishi Tea

Fabian

Fabian

RPSI Global

Johanna

Johanna

RPSI Global

Rodrigo

Rodrigo

RPSI Global

Mica

Mica

AOTT (All Of The Things)

KEY FEATURES

Approval-Gated Navigation

Approval-Gated Navigation

Buyers only see the parts of the portal they are approved for, keeping the wholesale experience clean and scoped per account.

Minimum Order Increments

Minimum Order Increments

Products are sold by the case, with minimum order increments enforced so wholesale orders match how Rishi ships.

Data-Integrity Automations

Data-Integrity Automations

Celigo automations keep Shopify and Business Central consistent, so the two systems never drift apart.

KEY BENEFITS

Company Purchase Dashboard

Company Purchase Dashboard

A company-wide purchase dashboard gives each wholesale account visibility into its own ordering across users.

Custom Shipping Logic

Custom Shipping Logic

Custom shipping logic, including an LTL opt-out, tailors delivery rules per account.

Per-Account Stock Rules

Per-Account Stock Rules

Per-user and per-item out-of-stock behavior keeps the catalog accurate for every buyer.

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celigo-logo

Rishi Tea Shopify B2B Implementation FAQ

Who did what on the Rishi Tea project?

Techfino led the solution architecture and the Celigo integration between Shopify B2B and Microsoft Business Central. All Of The Things built the Shopify storefront and portal front-end, and RPSI Global provided independent program governance across the initiative.

Why a headless portal instead of standard Shopify B2B?

Standard Shopify B2B could not disable in-portal payment, allow deep My Account customization, or move past one-time-passcode login. A bespoke headless build gave full control of the buyer experience while still using Shopify checkout.

How does the self-service wholesale experience work?

Approved buyers log in, browse an approval-gated catalog, reorder recurring items, and place quick orders by the case, with stock and shipping rules tailored per account.

Did this replace Rishi’s direct-to-consumer store?

No. The D2C store stayed in place; the project added a dedicated B2B wholesale channel alongside it, integrated to Microsoft Business Central.

What results has Rishi Tea seen so far?

Rishi Tea launched its B2B wholesale portal as a phased rollout, starting with an initial customer cohort to validate the self-service experience before scaling. Since the May 2026 release, the results have grown fast: $663,149.14 in wholesale sales, 1,205 orders processed through the portal, and 554 active wholesale customers onboarded. With approval-gated onboarding, recurring reorder tools, and real-time sync to Microsoft Business Central, Rishi Tea now has a foundation built to scale across its full B2B customer base.

What did the partner team deliver?

A bespoke Shopify B2B wholesale portal integrated to Microsoft Business Central via Celigo, with approval-based onboarding, recurring reorder, quick-order by the case, per-account stock and shipping rules, and a company purchase dashboard. Techfino led architecture and integration; All Of The Things built the front-end; RPSI Global governed the program.

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