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Melissa & Doug

Enabling self-service B2B Commerce for long-tail retail customers


A well-known brand manufacturer of children’s toys, Melissa & Doug products can be found across the country in stores ranging from big box retailers to small boutique shops.


Melissa & Doug recognized that their sales model did not scale to serve a high potential long-tail customer segment – the 10,000+ small local retailers that order < $5K a year in product. And lack of business intelligence on this long tail of customers was preventing growth.


The team needed a financial business case on the effort, and a partner to execute bringing it to life alongside existing systems.


  • Developed a business case with ROI model and 3 year strategic roadmap to guide the creation and expansion of a wholesale ecommerce portal
  • Always-on self-service account access, merchandising to drive share of wallet, visual and interactive product catalog, easy and intuitive ordering workflow
  • Full featured B2B commerce experience integrating Salesforce Order Management with Salesforce B2B Lightning
  • Leveraged Shift7 B2B Lighting Commerce Accelerators for improved implementation speed of project
  • Integrations with back office systems including homegrown ERP, Middleware, Cybersource, Salesforce OMS, Sailthru
  • Digital Marketing services augmenting the team to do ongoing growth marketing – driving portal adoption and revenue growth


  • Salesforce B2B Commerce



  • Portal users now have always-on self-service account access and ordering abilities
  • Lowered cost to serve small retail customers
  • Significant share of wallet growth, using data and features to effectively cross-sell and upsell
  • Acquisition of new small-retail clients leading to incremental revenue from new accounts


Incremental Revenue


Cost to serve savings


Average Order Value


"Shift7 was a strong partner in our B2B build, and were crucial to our maximizing output."

Roxanne O’Hara
Chief Merchant at Melissa & Doug