Case Study: Merrill Manufacturing modernizes B2B/DTC ecommerce with Praella

Merrill Manufacturing modernizes hybrid B2B/DTC commerce with Praella, migrating 10,000s of records to Shopify Plus

Merrill Manufacturing, a 75-year-old leader in the water well industry, faced a bottleneck to its growth with its existing NetSuite SuiteCommerce setup. The company partnered with vendor Praella to migrate to Shopify Plus, aiming to modernize its brand and create a hybrid experience that could handle complex B2B needs while also serving a direct-to-consumer audience.

Praella designed a minimalist, high-performance Shopify Plus storefront focused on speed and user intent, prioritizing SKU-based search for Merrill's professional customers. The solution leveraged Shopify's native B2B functionality for secure distributor access and simplified management for the Merrill team. This modernization provided a frictionless foundation for handling tens of thousands of records and positioned Merrill to scale for the next generation.

Merrill Manufacturing