A price list for each market.
Per-kilo prices are shown only to approved businesses, based on the price list linked to each account.
Caullê Hortifruti · B2B store, portal and app · Toledo, Paraná, BrazilAn online store
An online store
built on the rules of
selling to businesses.
FGX built the sales platform for Caullê Hortifruti, a family-owned company from Paraná, Brazil, in business since 1977, that supplies supermarkets, retailers and food service operators. Out front, a full-featured online store. Behind the scenes, B2B rules: only approved businesses can buy, each one priced from its market's price list, including on the mobile app.
IndustryProduce for businesses
Operates inParaná, since 1977
DeliveredB2B store + customer portal
AppInstallable on Android and iPhone
The store's opening message
“Quality that keeps large operations moving.”
01 · The storeA storefront designed
A storefront designed
for high-volume buyers.
Six areas of the store, from the first visit to the product page.
The shopping experience
The very first visit shows what the operation needs.
A prominent search bar and two clear paths: register your business or sign in as a customer. Right below, the categories, the most-ordered items and the week's highlights.
01 / 06The shopping experience
Filters that speak the buyer's language.
Products sold by the kilo, filterable by category and packaging (box, bulk and bag) and sortable by most ordered.
02 / 06The shopping experience
Every department gets its own storefront.
Each category follows the catalog's structure. Product cards show packaging, weight and grade up front, and flag the most-ordered items.
03 / 06The shopping experience
Buying information, not just window dressing.
Packaging, weight and origin are laid out in the product details. Prices are shown only to approved businesses; everyone else is prompted to sign in or register.
04 / 06The shopping experience
The process, explained before the first order.
One page lays out the six steps of buying, from the access request to pre-screening, plus the documents the business needs to have on hand.
05 / 06The shopping experience
Every customer profile in its place.
Supermarkets and retailers each have their own path. On approval, every account is linked to its market's price list, with per-kilo pricing and terms that fit its buying profile.
06 / 0602 · The deliverablesEverything Caullê
Everything Caullê
now has.
An entire sales operation gone digital, from a buyer's first visit to the order placed again every week.
B2B store with a per-kilo catalog
Buyers find products by category and packaging and get to the order knowing exactly what they want.
Business sign-up with approval
Only approved buyers can purchase, and every customer comes in already linked to its market's price list.
Customer portal
Prices, orders and invoices in one place, so customers can reorder without relying on phone calls or spreadsheets.
An app on the customer's phone
Buyers install Caullê on their phone, no app store needed, and reorder in just a few taps.
Pages that answer the questions
How to buy, delivery and payment are all explained, so buyers can decide on their own before the first order.
Dedicated team access
The sales team signs in through an entrance separate from the store to review registrations and take care of customers.
03 · The platformUnder the hood, the right price
Under the hood, the right price
for every customer.
The store is the storefront of a sales platform. Customers and staff come in through different doors.
Once the CNPJ (Brazil's company tax ID) is entered, the store pulls the company's details from the federal tax authority, and registration is done in a few minutes.
With the reference number and the CNPJ, the business can check the status of its pre-screening.
Approved businesses sign in to the portal to buy and keep track of orders and invoices.
Orders and invoices in one place.
After signing in, customers see their orders and invoices, with shortcuts to buy again.
A dashboard for the people who sell.
The Caullê team has its own access to the platform dashboard, separate from the customer area.
04 · The appCaullê on the home screen
Caullê on the home screen
of the customer's phone.
Customers install the Caullê app from the browser, no app store needed, and it opens straight into the shopping area.
In the footer, an invite to download the app, with one button for Android and another for iPhone.
In Chrome, three taps: menu, install app and confirm.
In Safari, step-by-step instructions for adding the app to the Home Screen.
Installed from the browser.
The app comes straight from the website, no app store involved, and updates right along with it.
Opens in the portal.
The app opens full screen right in the customer portal, with the Caullê brand icon and color.
A path for each phone.
Separate instructions for Android and iPhone, because each system installs apps its own way.
05 · The detailsBuilt to sell
Built to sell
down to every detail.
Parts of the store that lead buyers to the order, and the full journey of a new customer.
Search, account and cart in a single header, with the departments right below.
Filters by category and packaging, with an item count for each option.
For existing customers: sign in to the portal and see the prices on their price list.
- 01 · Discover
Public storefront
Search, departments and most-ordered items.
- 02 · Register
Access request
CNPJ, contact person and password, with a reference number.
- 03 · Approve
Pre-screening
The team verifies the business and links its price list.
- 04 · Buy
Portal and app
Per-kilo pricing, orders and reorders.
Mobile with app-style navigation
On phones, a fixed bar brings together home, categories and cart, and search sits at the top of every page.
Payment with no surprises
Pix (instant payment), boleto (bank slip) and invoicing on payment terms appear in the footer, next to the data protection seal.
Context for the buyer
Pages about the company, its quality and its logistics round out the store with what B2B buyers look for.
Does your company sell to businesses?
Request a quote ↗Your B2B store can work like this too.
Catalog, approval-based sign-up and customer-specific pricing: tell us how your company sells, and FGX will design the store around it.