
E-commerce platform and wholesale management system for Canada's premier African food importer. Built with online ordering, inventory management, and delivery logistics — serving the African diaspora across the country.
Danlex Wholesale Foods had built a thriving business importing authentic African foods to Canada, but their growth was bottlenecked by pen-and-paper inventory tracking and phone-based ordering. As demand surged across Calgary, Toronto, and beyond, they needed a digital platform that could handle wholesale operations at scale while making their products accessible to retail customers online.
The food wholesale industry presents unique challenges — perishable inventory, complex pricing tiers for wholesale vs. retail, multi-warehouse logistics, and regulatory compliance. Danlex needed a system that could manage all of this while providing a consumer-friendly shopping experience that celebrated the cultural richness of their product catalog.
We designed and built a dual-facing platform: a consumer e-commerce storefront with category browsing, recipe inspiration, and home delivery scheduling, paired with a wholesale backend featuring tiered pricing, bulk ordering, invoice management, and real-time inventory tracking across multiple warehouses. The system includes automated reorder alerts and supplier communication tools.
Online orders grew to represent 35% of total revenue within the first quarter. Inventory discrepancies dropped by 85% thanks to real-time tracking. The wholesale ordering portal reduced order processing time from 2 hours to 15 minutes per order, and Danlex expanded their delivery radius to serve three additional provinces.
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