Project
Project
Project
Exotic Flora B2B Website Development
Exotic Flora B2B Website Development
Exotic Flora B2B Website Development
Building a better way for bulk buyers to order plants
Building a better way for bulk buyers to order plants
Building a better way for bulk buyers to order plants
Duration:
Duration:
September 2025
– February 2026
(6 months)
Team Members:
Team Members:
1 PM (me),
1 Developer,
1 Content Manager,
1 Photographer
Role
Role
Product Manager
Product Manager
Tools:
Tools:
Shopify, Figma, Notion, Miro, Visily
Status:
Status:
In Development (40% complete)
Status:
In Development (40% complete)
Project Context
In August 2025, the founder and I decided to build a dedicated B2B website for Exotic Flora. Exotic Flora is an e-commerce platform selling exotic, ornamental, and landscape plants. While our B2C website successfully served individual customers, we had no proper platform for bulk buyers, landscapers, contractors, hotels, and businesses ordering plants at scale.
B2B customers could only see a banner on our B2C site directing them to contact us on WhatsApp for bulk orders. There was no way for them to explore our full catalogue, understand our capabilities, or evaluate options independently. For a business targeting bulk plant supply, this was a critical gap.
I took ownership of this project to build a B2B platform that enhances our market visibility, showcases our inventory, and facilitates easy discovery and connection with businesses.
In August 2025, the founder and I decided to build a dedicated B2B website for Exotic Flora. Exotic Flora is an e-commerce platform selling exotic, ornamental, and landscape plants. While our B2C website successfully served individual customers, we had no proper platform for bulk buyers, landscapers, contractors, hotels, and businesses ordering plants at scale.
B2B customers could only see a banner on our B2C site directing them to contact us on WhatsApp for bulk orders. There was no way for them to explore our full catalogue, understand our capabilities, or evaluate options independently. For a business targeting bulk plant supply, this was a critical gap.
I took ownership of this project to build a B2B platform that enhances our market visibility, showcases our inventory, and facilitates easy discovery and connection with businesses.
Part 1 : Discovery & Understanding
1.1 Understanding the B2B Market
Defining the B2B Space
Defining the B2B Space
Defining the B2B Space
The B2B plant market operates differently from the retail market. Our customers are landscapers, contractors, hotels, and businesses ordering plants at scale, hundreds or thousands at a time, not single purchases. They require detailed specifications, including plant heights, bag sizes, packaging options, and delivery timelines. Pricing isn't fixed; it fluctuates weekly based on season and availability. Most importantly, they require custom quotes tailored to project needs and order volume, not instant checkout.
The B2B plant market operates differently from the retail market. Our customers are landscapers, contractors, hotels, and businesses ordering plants at scale, hundreds or thousands at a time, not single purchases. They require detailed specifications, including plant heights, bag sizes, packaging options, and delivery timelines. Pricing isn't fixed; it fluctuates weekly based on season and availability. Most importantly, they require custom quotes tailored to project needs and order volume, not instant checkout.
What we discovered:
What we discovered:
What we discovered:
I started by observing how our B2B customers were currently operating. They had to call or message us on WhatsApp for every inquiry. There was no way to browse our catalogue, explore options, or understand pricing independently. Our sales team was manually handling quote requests, which resulted in long turnaround times, sometimes taking weeks to respond.
I started by observing how our B2B customers were currently operating. They had to call or message us on WhatsApp for every inquiry. There was no way to browse our catalogue, explore options, or understand pricing independently. Our sales team was manually handling quote requests, which resulted in long turnaround times, sometimes taking weeks to respond.
How B2B Buyers Currently Order
How B2B Buyers Currently Order
I also found that no B2B plant websites offered a proper quote system. Most were basic catalogues with "contact us" buttons. The market needed a platform that made bulk ordering as easy as retail shopping, but with the flexibility B2B buyers require.
I also found that no B2B plant websites offered a proper quote system. Most were basic catalogues with "contact us" buttons. The market needed a platform that made bulk ordering as easy as retail shopping, but with the flexibility B2B buyers require.
Industry gap
Core Goals
Core Goals
Core Goals
Based on these insights, I established clear objectives:
Based on these insights, I established clear objectives:
Increase visibility in the B2B market
Increase visibility in the B2B market
Capture more B2B leads and increase engagement
Capture more B2B leads and increase engagement
Showcase our full catalogue so buyers can explore independently
Showcase our full catalogue so buyers can explore independently
Create an efficient quote system with a 24-48 hour turnaround
Create an efficient quote system with a 24-48 hour turnaround
1.2 Market Research
Building from scratch required understanding the B2B landscape from multiple angles. Each research activity had a clear purpose.
Building from scratch required understanding the B2B landscape from multiple angles. Each research activity had a clear purpose.
Competitor Analysis: I focused on Green World Nursery & Gowthami Nursery, two leaders in the B2B plant market.
Competitor Analysis: I focused on Green World Nursery & Gowthami Nursery, two leaders in the B2B plant market.
What they did well:
What they did well:
Displayed certifications (ISO, organic) prominently
Showed packaging quality through visuals
Used structured plant data (height, bag size, climate)
Communicated scale through nursery tour videos
Displayed certifications (ISO, organic) prominently
Showed packaging quality through visuals
Used structured plant data (height, bag size, climate)
Communicated scale through nursery tour videos
Where they fell short:
Where they fell short:
Quote turnaround took 5-7 days minimum
Mobile experience was cluttered and hard to navigate
No unified cart-to-quote system, buyers had to inquire about each plant individually
Quote turnaround took 5-7 days minimum
Mobile experience was cluttered and hard to navigate
No unified cart-to-quote system, buyers had to inquire about each plant individually
The research painted a clear picture: B2B plant buying was broken, and we knew exactly how to fix it.
The research painted a clear picture: B2B plant buying was broken, and we knew exactly how to fix it.
1.3 Key Learnings from Research
After analysing all the data and buyer feedback, several key learnings for Exotic Flora’s B2B platform became clear.
After analysing all the data and buyer feedback, several key learnings for Exotic Flora’s B2B platform became clear.
Together, these insights shaped a transparent, informative, and buyer-centric B2B experience.
Together, these insights shaped a transparent, informative, and buyer-centric B2B experience.
1.4 Understanding Our Audience
Before starting design, we analysed our B2B customer base to align platform goals with real buyer needs.
Before starting design, we analysed our B2B customer base to align platform goals with real buyer needs.
Demographic Insights:
Demographic Insights:
Most buyers fall between 30 and 55 years, primarily professionals and business owners. Around 60% of B2B inquiries are first-time collaborations, while 40% come through referrals, a strong indicator of trust and word-of-mouth.
Most buyers fall between 30 and 55 years, primarily professionals and business owners. Around 60% of B2B inquiries are first-time collaborations, while 40% come through referrals, a strong indicator of trust and word-of-mouth.
User Needs & Pain Points Summary:
User Needs & Pain Points Summary:
User Needs & Pain Points Summary:
Seek a platform that provides complete, trustworthy plant information.
Seek a platform that provides complete, trustworthy plant information.
Struggle with missing specifications, such as plant size, bag volume, or climate suitability.
Struggle with missing specifications, such as plant size, bag volume, or climate suitability.
Seek a platform that provides complete, trustworthy plant information.
Seek a platform that provides complete, trustworthy plant information.
Wait too long for quotations; responses often take more than 48 hours.
Wait too long for quotations; responses often take more than 48 hours.
Lack visibility into packaging quality and dispatch assurance.
Lack visibility into packaging quality and dispatch assurance.
Prefer a mobile-first, clutter-free experience for browsing and inquiries.
Prefer a mobile-first, clutter-free experience for browsing and inquiries.
These insights into buyer needs, market gaps, and competitor shortcomings informed our entire product strategy and guided every subsequent design decision.
These insights into buyer needs, market gaps, and competitor shortcomings informed our entire product strategy and guided every subsequent design decision.
Part 2: Strategy & Execution
2.1 Ideation
Ideation began with a simple question: how can Exotic Flora make bulk plant buying as effortless and credible as retail shopping? The goal wasn’t to build another catalogue, but to design a platform that communicates scale, builds trust, and simplifies every transaction.
Ideation began with a simple question: how can Exotic Flora make bulk plant buying as effortless and credible as retail shopping? The goal wasn’t to build another catalogue, but to design a platform that communicates scale, builds trust, and simplifies every transaction.
These three pillars Trust, Visibility, and Efficiency guided every structural and design decision that followed.
These three pillars Trust, Visibility, and Efficiency guided every structural and design decision that followed.
Product Concept
Product Concept
Product Concept
01.
Cart-to-Quote Flow:
Buyers can add multiple plants to a quote cart, specify quantities, and receive a custom quotation within 48 hours.
02.
Standardised Product Template:
03.
Context Badges & Mobile-First Design
04.
Packaging & Certification Display
01.
Cart-to-Quote Flow:
Buyers can add multiple plants to a quote cart, specify quantities, and receive a custom quotation within 48 hours.
02.
Standardised Product Template:
03.
Context Badges & Mobile-First Design
04.
Packaging & Certification Display
As a user, I want to see all my active subscriptions in one dashboard, so that I don’t miss renewals.
01. Cart-to-Quote Flow
01. Cart-to-Quote Flow
As a user, I want to see all my active subscriptions in one dashboard, so that I don’t miss renewals.
02. Standardised Product Template
02. Standardised Product Template
As a user, I want to see all my active subscriptions in one dashboard, so that I don’t miss renewals.
03. Context Badges & Mobile-First Design
03. Context Badges & Mobile-First Design
04. Packaging & Certification Display
04. Packaging & Certification Display
04. Packaging & Certification Display
04. Packaging & Certification Display
Translating journeys into a product
Translating journeys into a product
Translating journeys into a product
These buyer scenarios were paired with simple user flows to understand how bulk buyers would move through the platform, from exploring plants to requesting a quote. Mapping these flows helped me define what information and actions were needed to appear on each screen before moving into wireframing.
These buyer scenarios were paired with simple user flows to understand how bulk buyers would move through the platform, from exploring plants to requesting a quote. Mapping these flows helped me define what information and actions were needed to appear on each screen before moving into wireframing.
2.2 Design Approach
The design phase focused on translating ideas from ideation into a tangible, intuitive experience for B2B buyers. Every decision was made to strike a balance between credibility, usability, and scalability, while keeping the interface natural, bright, and trust-oriented.
The design phase focused on translating ideas from ideation into a tangible, intuitive experience for B2B buyers. Every decision was made to strike a balance between credibility, usability, and scalability, while keeping the interface natural, bright, and trust-oriented.
Home Screen Design (Desktop)
Home Screen Design (Desktop)
Home Screen Design (Desktop)
The homepage was built to feel transparent, credible, and alive. The hero banner sets the tone: Your trusted partner for bulk plant supply. From there, buyers are guided instantly through a clean navigation bar and two direct CTAs: Explore Catalogue and Get Quote.
The homepage was built to feel transparent, credible, and alive. The hero banner sets the tone: Your trusted partner for bulk plant supply. From there, buyers are guided instantly through a clean navigation bar and two direct CTAs: Explore Catalogue and Get Quote.
The layout moves from story to proof, categories of plants displayed in crisp image grids, followed by the About and Packaging & Loading sections. Together, they narrate Exotic Flora’s scale of 50 acres in Rajahmundry, over 1,000 varieties, and 3 lakh plants annually, supported by visuals of real nursery operations and logistics. Every frame is designed to build trust without noise.
The layout moves from story to proof, categories of plants displayed in crisp image grids, followed by the About and Packaging & Loading sections. Together, they narrate Exotic Flora’s scale of 50 acres in Rajahmundry, over 1,000 varieties, and 3 lakh plants annually, supported by visuals of real nursery operations and logistics. Every frame is designed to build trust without noise.
Order Flow (Mobile)
Order Flow (Mobile)
Order Flow (Mobile)
The mobile experience focuses on speed and clarity. Buyers can browse, add plants to a quote cart, and submit their details within minutes, no clutter, no confusion. Each action flows seamlessly into the next, with progress feedback and a 48-hour confirmation built in. The design keeps one goal in mind: to make B2B ordering feel as smooth as retail checkout, even from the field.
The mobile experience focuses on speed and clarity. Buyers can browse, add plants to a quote cart, and submit their details within minutes, no clutter, no confusion. Each action flows seamlessly into the next, with progress feedback and a 48-hour confirmation built in. The design keeps one goal in mind: to make B2B ordering feel as smooth as retail checkout, even from the field.
B2B Prototype of Exotic Flora
B2B Prototype of Exotic Flora
B2B Prototype of Exotic Flora
Explore the streamlined B2B platform prototype, designed to simplify bulk plant ordering for businesses and enhance the customer experience.
Explore the streamlined B2B platform prototype, designed to simplify bulk plant ordering for businesses and enhance the customer experience.
Outcome
Outcome
Outcome
The desktop and mobile experiences create a unified system, one built to convert trust into transactions and exploration into long-term partnerships.
The desktop and mobile experiences create a unified system, one built to convert trust into transactions and exploration into long-term partnerships.
2.3 How It Works - Flow
1
Buyer searches plants by name, type, or property (e.g., shade-tolerant)
Buyer searches plants by name, type, or property (e.g., shade-tolerant)
2
Adds multiple SKUs to cart with quantity
Adds multiple SKUs to cart with quantity
3
Cart syncs with backend invoicing database
Cart syncs with backend invoicing database
4
Quotation team reviews, verifies, and finalizes pricing
Quotation team reviews, verifies, and finalizes pricing
5
Buyer receives formal quote in 48 hours
Buyer receives formal quote in 48 hours
2.4 Moodboard
Note
This phase of the project concludes at the wireframe and early development stage. The build is currently in progress, with integrations and visual refinements underway. This Project will be updated with execution details, testing insights, and launch results after the February 2026 go-live.
This phase of the project concludes at the wireframe and early development stage. The build is currently in progress, with integrations and visual refinements underway. This Project will be updated with execution details, testing insights, and launch results after the February 2026 go-live.
More Coming Soon…
More Coming Soon…
More Coming Soon…
👋🏽 Thanks for stopping by! Here is more of me if you are interested :)
👋🏽 Thanks for stopping by! Here is more of me if you are interested :)
👋🏽 Thanks for stopping by! Here is more of me if you are interested :)
👋🏽 Thanks for stopping by! Here is more of me if you are interested :)
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