B2B brands often face unique challenges when selling online: complex product options, specialized delivery requirements, and large catalogs that demand robust filtering and organization. For Precision Matthews, we customized Shopify to meet these demands head-on. From advanced checkout workflows and dynamic product configuration to custom admin tools and intelligent availability messaging, this project shows how a tailored Shopify experience can support even the most specialized B2B needs.
For the Precision Matthews website, we leveraged the Empire theme—a Shopify theme optimized for large catalogs with advanced filters and shoppable imagery—to reduce costs and accelerate time to launch.
Theme Customization and Checkout Enhancements
Out-of-the-box Shopify features are powerful, but B2B brands like Precision Matthews often need more flexibility at checkout to accommodate operational needs. Although the Empire theme provided a strong foundation, several client-specific requests required additional customization. Precision Matthews migrated to Shopify from WordPress/WooCommerce and wanted to replicate advanced checkout features previously handled via “Checkout Add-Ons.” To support this, we used two Shopify-compatible apps:
- Checkout Blocks: Used for cart-dependent, non-priced options.
- AfterSell: Used for upselling services that adjust the cart’s total.
Custom Checkout Add-Ons Implemented:
- Type of Delivery (free) — Checkout Blocks
- Delivery Appointment Scheduling (free) — Checkout Blocks
- Inside Delivery Service (paid) — AfterSell
- Liftgate Delivery Service (paid) — AfterSell
- Limited Access Delivery (paid) — AfterSell
While some of these could have technically been implemented as shipping methods, we intentionally avoided that route to reduce clutter in the checkout flow and maintain a clean, intuitive user experience.
“By combining the right apps with thoughtful UX planning, we were able to deliver a checkout experience that feels simple but handles complex service requirements under the hood.”
This approach ensures B2B customers get the options they need without compromising speed or clarity during the purchasing process.
Custom Widgets and UI Extensions
To support both operational efficiency and a smooth user experience, we developed a suite of reusable widgets and UI enhancements tailored to Precision Matthews’ needs. These tools give the client more control over how content is managed in the Shopify admin and how information is presented to customers without relying on rigid templates or manual workarounds.
Metafield Table Widget
Built for flexibility, this widget allows admins to define dynamic tables using a custom textarea schema and metafield references. It supports row and column headings, default values, descriptions with modal popups, and dynamic metafield fetching (per product or variant), enabling richer product detail pages without developer involvement.
Collapsible Content Widget
To overcome Shopify’s limitation around non-nestable blocks, we created a tabbed content interface using HTML fragment identifiers. This widget keeps the admin experience intuitive and compatible with Shopify’s theme editor while allowing multiple content blocks to be displayed in a space-efficient way.
FAQ Widget
Using two custom metaobjects—FAQ (question + answer) and FAQ Collection (array of FAQs)—we enabled flexible management of frequently asked questions, with easy organization and control over how content is grouped and displayed on the storefront.
Availability Messaging on PDP
We added intelligent backorder messaging to product detail pages, displaying real-time availability based on stock status and Shopify’s “continue selling when out of stock” setting. This ensures shoppers always have clear expectations about product fulfillment and delivery timelines.
Together, these custom widgets enhance both front-end usability and back-end flexibility empowering the Precision Matthews team to manage complex content with ease while delivering a polished, transparent experience to customers.
App Integrations
While Shopify offers a powerful foundation, specialized B2B use cases often require additional tools to fill in functional gaps. For Precision Matthews, we integrated trusted third-party apps to simplify migration and enable advanced product configurations without overcomplicating the tech stack.
Matrixify
To support the transition from WooCommerce and manage a large, complex product catalog, we used Matrixify for its robust bulk data import/export capabilities. This app streamlined the migration process, reduced manual effort, and allowed for accurate mapping of product data, variants, metafields, and collections.
Easy Product Add Ons
To meet the need for customizable product options, we implemented Easy Product Add Ons. This tool allowed customers to personalize their orders directly on the product page using multiple input types like dropdowns, checkboxes, and text fields, with conditional logic to show or hide options based on user selections. The result: a clean interface that simplifies complex product configurations.
By integrating purpose-built apps like Matrixify and Easy Product Add Ons, we extended Shopify’s out-of-the-box functionality in a way that felt seamless for both the Precision Matthews team and their customers.
Shopify Can Handle B2B Complexities
Precision Matthews’ Shopify site is a prime example of how B2B brands can go beyond default functionality to create a streamlined, user-friendly, and scalable digital commerce experience. By combining theme efficiency with tailored checkout options, reusable admin tools, and robust product configuration, we delivered a solution that supports the company’s operational complexity while keeping the customer experience smooth.
Whether you're managing high-SKU catalogs, offering specialized delivery services, or needing smarter admin tools, Shopify can handle it. The key is knowing how to customize it to fit your exact business needs.
Explore the full case study here or get in touch to discuss how Zaelab can help power your next B2B commerce evolution.
