
Parfetts Retailer Website
- Strategy
- Branding
- Mobile App Development
- eCommerce
A sophisticated wholesale eCommerce platform, streamlining complex ordering processes and generating over £230m in annual online sales.
Parfetts is a leading UK employee-owned wholesaler, supplying thousands of independent retailers through its nationwide depot and symbol group network, with an annual turnover exceeding £800 million.
The Challenge
When we inherited Parfetts' existing eCommerce platform, it was processing less than £50 million in annual sales. As the business expanded, the platform needed to evolve to support significantly greater transaction volumes, complex wholesale pricing, promotional structures and growing demand for online ordering.
Our Strategy
Building on our long-standing partnership, we have continually evolved Parfetts’ B2B eCommerce ecosystem to support sustained commercial growth. We strengthened the platform’s architecture, simplified wholesale purchasing and introduced intelligent functionality, including AI-powered product search, barcode scanning and integrated loyalty rewards. Alongside sophisticated pricing and promotional structures, ongoing performance optimisation and integration with wider business systems have helped the platform scale into a digital sales operation processing hundreds of millions of pounds annually.
Key Features
- Bespoke B2B eCommerce development
- AI-powered product search
- Barcode-enabled product ordering
- Advanced wholesale pricing structures
- Integrated loyalty rewards programme
- Extensive wholesale product catalogue
- Intelligent product filtering
- Streamlined checkout and reordering
- Integrated business system connectivity
- Scalable high-volume architecture
The Result
A remarkable digital growth journey, taking Parfetts’ eCommerce operation from under £50 million to over £531 million in annual sales. The website alone now processes more than £230 million annually, demonstrating the commercial impact of continuous innovation, intelligent functionality and a long-term technology partnership.









