Industry
Food Service Equipment, Commercial Kitchen Solutions & B2B Distribution
Features
> Bulk Custom Apparel Ordering
> Tiered Volume Pricing Engine
> Custom Artwork Upload System
> Multiple Print Method Support
Technology Stack
Shopify
Liquid
JavaScript
About Celco
Ropstam collaborated with Celco to modernize its digital infrastructure and develop a scalable B2B commerce platform tailored to the commercial food service industry across Canada.
The objective was to create a streamlined digital ecosystem capable of supporting thousands of commercial kitchen equipment products while simplifying product discovery, procurement inquiries, and category navigation for a diverse B2B audience. Celco serves restaurants, hospitality businesses, healthcare facilities, consultants, institutional buyers, and food service operators nationwide, making usability and scalability critical to the platform’s success.
Ropstam delivered a modern, conversion-focused B2B platform that combines structured catalog architecture, inquiry-driven purchasing workflows, and performance-optimized browsing experiences for highly technical commercial products.
Deliverables
- B2B eCommerce Website Development
- Shopify-Based Product Catalog System
- UI/UX Design & User Experience Optimization
- Product Taxonomy & Catalog Architecture
- Inquiry-Driven Lead Generation Workflows
- Mobile-Responsive B2B Browsing Experience
- SEO Optimization for Equipment Discovery
- CMS & Product Management Infrastructure
- Performance Optimization for Large Product Catalogs
- Responsive Frontend Engineering
Total Development Effort
Timeline
- Discovery & Planning
- UX/UI Design
- Product Taxonomy Structuring
- Shopify Development
- CMS & Catalog Configuration
- QA Testing & Optimization
- Deployment & Launch
Team Size
- UI/UX Designers
- Shopify Developers
- Frontend Engineers
- QA Specialists
- SEO Strategists
- Project Managers
The Challenge
Celco required a digital platform capable of supporting multiple commercial buyer personas while managing an extensive catalog of specialized food service equipment categories.
Key challenges included:
Organizing complex commercial equipment data into a clear and scalable browsing structure
Supporting consultative procurement journeys alongside direct product discovery
Presenting detailed technical specifications without overwhelming users
Managing large-scale categories including refrigeration, cooking equipment, baking systems, warewashing, and beverage solutions
Improving discoverability across thousands of equipment SKUs and global manufacturers
Creating conversion pathways tailored to inquiry-based B2B purchasing behavior
Maintaining performance across content-heavy catalog pages
Building scalable infrastructure to support future nationwide growth
The Solution
The platform transformed Celco’s highly technical product catalog into a modern digital experience optimized for procurement teams, consultants, restaurant operators, and institutional buyers.
Key initiatives included
- Rebuilding the product taxonomy around commercial kitchen workflows
- Implementing category-first navigation for simplified browsing
- Creating standardized product detail structures for technical specifications
- Developing inquiry-based conversion flows instead of traditional checkout systems
- Building scalable CMS infrastructure for ongoing catalog expansion
- Optimizing the mobile experience for field sales teams and on-site procurement
- Structuring SEO-focused information architecture for industrial search visibility
- Enhancing platform performance for large-scale catalog browsing
The final solution positioned Celco as a digitally advanced food service equipment distributor while preserving its consultative and relationship-driven sales process.
the Design
Development
Launching
Key Features
Structured Commercial Equipment Catalog
The platform features a comprehensive catalog architecture covering:
- Cooking equipment
- Refrigeration systems
- Warewashing equipment
- Beverage systems
- Baking solutions
- Specialty food service equipment
The catalog was structured to improve browsing efficiency, simplify navigation, and support future scalability.
Inquiry-Based B2B Purchasing System
Instead of using a conventional eCommerce checkout process, the platform was built around an inquiry-first purchasing model designed for high-value commercial procurement.
The workflow supports:
- Product-specific quote requests
- Sales consultation inquiries
- Assisted procurement journeys
- Lead generation for enterprise buyers
- Equipment recommendation requests
Advanced Product Categorization
Ropstam implemented a scalable taxonomy framework that simplified navigation across highly technical equipment categories.
Features included:
- Category-driven navigation
- Equipment-based product segmentation
- Optimized filtering systems
- Improved cross-category product discovery
Technical Specification Display System
To support informed procurement decisions, the platform introduced structured product detail layouts with standardized specification presentation.
Key capabilities included:
- Technical specification management
- Operational information display
- Structured product feature hierarchy
- Improved readability for consultants and buyers
- Clear organization of commercial equipment details
Consultative Buying Experience
The user experience was intentionally designed around Celco’s consultative sales approach.
The platform supports:
- Guided equipment discovery
- Expert-assisted purchasing journeys
- Business-focused product education
- Inquiry-based lead conversion workflows
Mobile-Optimized B2B Experience
The responsive platform supports mobile usage for:
- Restaurant operators
- Procurement teams
- Consultants
- Field sales representatives
- On-site equipment evaluations
Scalable CMS & Product Infrastructure
The backend architecture enables:
- Rapid product catalog expansion
- Manufacturer integration workflows
- SEO-focused content publishing
- Product specification management
- Scalable SKU organization
Tech Stack
Core Technologies
- Shopify
- Liquid
- JavaScript
- Custom Frontend Development
- Responsive Web Architecture
Supporting Infrastructure & Services
- B2B Commerce System
- Product Catalog Engine
- Inquiry-Based Conversion Workflow
- SEO Optimization
- Performance Optimization
- Scalable CMS Infrastructure
Project Timeline
Results
Website
Delivering a Modern B2B Commerce Ecosystem
Live Product
Key Outcomes
- Improved discoverability across complex equipment categories
- Enhanced inquiry-based lead generation workflows
- Standardized product architecture across thousands of SKUs
- Better usability for consultants, chefs, dealers, and procurement teams
- Mobile-optimized browsing for operational and field use
- Scalable infrastructure supporting nationwide expansion
- Improved technical specification presentation and clarity
- Stronger alignment between digital workflows and consultative sales operations
Client’s Testimonial
The team communicates very well. It’s very refreshing Ropstam suggested innovated that we haven’t thought about. Overall outcome is highly appreciated.
Related Case Studies
Buzznog is a platform that provides an infinitely scalable solution for delivering targeted and meaningful engagements to fans.
Karla Properties is a property management tool that offers a multi-portal approach to simplify the property management process.
Building the practice and life of your dreams doesn’t have to remain a dream. At LeadJuice, we’ve designed a success growth ramp to level up your practice, your team, and your success.
Fauna is a mobile app facilitating pet owners to trade their beloved pal in exchange for bucks (because the monetary value will make their buddy worthier).
Leveraging React Native’s cross-platform capabilities, App-Tennis revolutionizes the tennis tracking experience through actionable insights. This innovative app combines real-time performance statistics with cutting-edge AI to provide players with an unparalleled level of analytic detail.
Zwapifi, developed using the React Native framework, is a cutting-edge platform that aims to transform the bartering process. It provides a digital venue for users to trade items, ensuring fair value in return.
Our revolutionary React-Native-based application is set to redefine online dating for sea captains. Now, captains can effortlessly share their live locations, even in remote areas, and manage their matches with ease.
It is a revolutionary platform that enables a world-class stable ownership experience. As a horse trainer, sending personalized updates and professional info about the stable to the owner has never been easier. It also allows you to keep track of your day-to-day activities and schedule your appointments at will.
Kangrooo makes booking your perfect space remarkably easy and straightforward. Browse a diverse selection of luxurious and affordable options to find exactly what you need. Additionally, turn into a host by renting out your space, earning extra income effortlessly through this platform.
With The Law Spot, your perfect legal solution is just a click away. This innovative digital platform is equally beneficial for both clients and lawyers, and it helps bridge the gap between both parties. Forget about the hassle of seeking legal counsel via conventional means and embrace the power of The Law Spot.
Managing real-time waste disposal operations was complex, dispatchers lacked visibility into driver activity, job tracking was manual, and location updates were unreliable. The client needed a unified mobile platform for seamless coordination, tracking, and communication.
GreenTag is an Android and iOS app that lets users (buyers) scan and inspect homes or properties, using AI-powered analysis to automatically detect potential defects or damages before making an offer. Users can add and manage multiple properties within the app, capturing room-level details and generating structured inspection reports.
SLO is an innovative smart mobility and traffic awareness platform designed to empower drivers, help them track vehicle speed, and significantly reduce speeding violations and associated fines. By leveraging real-time data and predictive notifications, SLO fosters safer and more informed driving habits, directly addressing the significant financial burden of speeding tickets.
HoopFind is a Canadian sports technology platform created to modernize the way pickup basketball games, commonly known as “runs,” are discovered, scheduled, booked, and managed. Rather than depending on fragmented chats, manual payments, and inconsistent coordination, the platform brings the entire process into one streamlined digital experience.
JAZZ.FM91 aimed to modernize its digital presence by delivering a seamless mobile experience for live radio streaming and on-demand podcast content. Ropstam partnered with the client to design and build a scalable, cross-platform mobile application that ensures uninterrupted playback, intuitive navigation, and a consistent listening experience across multiple touchpoints.