paul zhong*
B2B wholesale — Shopify store
Surprise Chain
A gated wholesale storefront with approval-based accounts and case-size ordering — moving B2B orders off the retail counter and cutting order errors.
Who for
Mr. Surprise
My part
UX/UI & web design, site operations
How long
4 months
When
May 2025
What changed
$100K in the first 3 months
Mr. Surprise
A closer look
(The story)
Where it started
Mr. Surprise also sells to resellers and small shops that buy blind boxes by the full case. But there was no system for it. Wholesale buyers walked into the store and bought straight off the shelf. Staff didn’t know the wholesale prices or who qualified, big orders left less stock for walk-in customers, and nothing was recorded.
What I built
Surprise Chain, a separate wholesale store on Shopify, designed and launched between February and May 2025.
Approval-only accounts. Buyers apply with their business details, and the team reviews each one before turning on wholesale access.
One catalog, two views. Anyone can browse products and suggested retail prices. Wholesale prices and ordering only unlock for approved buyers.
Ordering by the case. The quantity button steps by case size (6, 8 or 12), so nobody orders half a case by mistake.
Order first, pay when stock is ready. The warehouse picks the order, then I send a Clover payment link. No refunds for out-of-stock items, and lower fees than online checkout.
Its own inventory location. Wholesale stock is counted separately in Thrive.
What changed
Wholesale orders moved off the retail floor and into the warehouse, so shelf stock stays with walk-in shoppers. Staff no longer have to quote prices, and every approved buyer sees the same price. For the first time, the business has a record of its wholesale customers and what they buy. The channel reached $100K in revenue in its first three months.
More work
