MULTI Toys — Designing Wholesale Ordering for Bulk and Repeat Purchases

MULTI Toys served retailers and resellers through a largely manual ordering process, including communication over email. What it did not yet have was a dedicated place where business customers could browse products, build larger orders, manage quantities, and continue toward checkout.

This made the project different from redesigning an existing interface. Before deciding how the platform should look, I first had to define how its core purchasing journey should work.

The interface translated the purchasing model into three priorities: bring ordering closer to the catalog, make a larger product range easier to work through, and give buyers more control as an order grew.

The final direction brought product discovery, selection, quantity management, and checkout into one dedicated wholesale experience. It established a coherent alternative to a fragmented manual process and demonstrated how MULTI's core B2B purchasing flow could work digitally.

There were no post-launch analytics within the project, so I do not claim that the platform reduced ordering time, increased wholesale conversion, or changed purchasing behavior.

Project requirements and wholesale benchmarks were sufficient to design a plausible end-to-end model, but they could not establish whether it matched how MULTI's buyers actually prepared and managed orders.

The riskiest questions were:

• whether buyers actually prefer adding products directly from browsing contexts,
• how they manage quantities when purchasing across many products,
• when they need deeper product information before ordering,
• and how saved products or previous selections contribute to repeat purchasing.

These are workflow questions that require observing and speaking with actual buyers, not asking whether they prefer the interface visually.

Benchmarking was useful when no digital wholesale product existed, but today I would pair it with interviews and contextual walkthroughs of the manual process. I would investigate:

• What information do they prepare beforehand?
• Do they work from a known product list or browse while ordering?
• How frequently do they adjust quantities?
• What makes an order repetitive from one purchase cycle to another?
• Where does communication with MULTI still need to happen outside the platform?

That evidence could change the product's priorities, from faster catalog ordering toward repeat orders, saved purchasing lists, or more structured coordination around an order.

Within its scope, the project turned a loosely defined digital opportunity into a coherent purchasing model connecting catalog access, product selection, quantity management, cart review, and checkout.

It also established a clearer foundation for future work. Buyer research could now evaluate and refine a concrete end-to-end flow rather than begin from an undefined platform concept.