Magento Ecommerce for Consumers and Trade Customers 2023-2026

EquiMercado (Fundación Adsis)

Item: Kiwop
Rating: 5
Author: Jordi Serena

Fundación Adsis's Fair Trade Magento store: we merged its two WooCommerce stores into a single installation, with a store for consumers and a private store for trade customers, and we have maintained it since 2024.

8 months to go-live 2023-2026 equimercado.org

Services

UX/UI Design
Magento Development
B2B Ecommerce
Maintenance and Hosting
Google Shopping

Related services

01The challenge

EquiMercado is Fundación Adsis's Fair Trade project: since 1993 it has imported and distributed organic food, coffees, teas, natural cosmetics, and bulk products. It sold through two separate WooCommerce stores, one for consumers and another for shops and distributors, with the catalog and management duplicated. It wanted to merge them into a single platform without losing what each channel needs. For consumers, a clear store with free shipping above a set order value. For trade customers, private access, terms by customer type, a minimum order depending on the area, and promotions by product family.

02The solution

We custom-designed both stores and built them on a single Magento 2 installation with two websites: equimercado.org for consumers and b2bequimercado.org for trade customers, where nobody sees the catalog or prices without logging in. Each store has its own theme. For what Magento does not handle out of the box, we developed twelve custom modules: minimum order by region, free shipping calculation, access by customer group, blocking guest checkout on the trade store, product attributes and product pages, and the featured products homepage. Payments go through Redsys and Bizum, each store has its own integrated WordPress blog, and the newsletter is managed in Mailchimp. The store went live in June 2024, and since 2025 we have maintained it with hosting included: Magento updates, security patches, and structured product data for Google Shopping.

Tech stack

How it's built

Engine

Data

MySQL Database
Redis In-memory cache
Varnish HTTP cache

Growth

Mailchimp Email marketing

03Architecture

How a request flows

A consumer shops on equimercado.org with the catalog, prices, and promotions of the consumer store
A trade customer goes to b2bequimercado.org: without logging in they see no catalog or prices, and once logged in they buy on their account's terms
The custom modules apply the minimum order for the region and decide whether the order ships free
Payment is collected through Redsys or Bizum, and the order enters Magento's single back office, shared by both stores
Each store publishes its blog posts in WordPress, and newsletter sign-ups go to Mailchimp

04Measured impact

Results

2→1 WooCommerce stores merged into a single Magento installation
B2C + B2B Consumer store and private store for trade customers
12 Custom Magento modules for their business rules
+60% Sales and visits, according to EquiMercado's director in his Clutch review

Verifiable data

Metrics in detail

Months from contract to go-live (October 2023 to June 2024): 8
Integrated WordPress blogs, one per store: 2
Payment methods (Redsys and Bizum): 2
Magento version after the latest maintenance: 2.4.7

Methodology: Project data: the dates come from the contract and the go-live, the custom modules from the store's repository, and the Magento version from the latest maintenance (2026). The +60% in sales and visits is what the client states in their verified Clutch review (June 2026); it is not our own measurement.

05The process

The process

Requirements

What each channel needs: consumers on one side, shops and distributors on the other
Design

Two custom-designed stores with EquiMercado's color and identity
Development

Magento 2 with two websites, custom themes, and twelve modules for the business rules
Launch

Go-live in June 2024, replacing both WooCommerce stores
Maintenance

Magento updates, security patches, hosting, and Google Shopping