W.L. Petrey Wholesale — A Full-Stack Ordering Platform
We built a production Blazor e-commerce and distribution management platform for a wholesale novelty distributor — complete storefront, Stripe checkout, route-aware order tracking, chain retailer management, and a full admin portal. All in one app.
Who Is Petrey?
W.L. Petrey Wholesale is a novelty and convenience product distributor. Route drivers visit convenience stores on a regular schedule — stocking shelves, taking orders, and building relationships. Their customers include individual stores as well as major retail chains.
They needed a platform that would let stores order independently, while giving their internal team full visibility into every order and customer.
Manual Ordering at Scale
Stores could only place orders by calling Petrey directly or waiting for a driver visit. There was no self-serve option, no online catalog, and no way for the Petrey team to track orders digitally in real time.
Retail chains — like Circle K — needed specific product and category configurations different from independent stores. Handling that manually wasn't scalable.
One Platform, Two Portals
We built a full-stack Blazor application with a customer-facing storefront and a built-in admin portal. Stores browse a product catalog, add to cart, and check out via Stripe — with every order automatically tagged with route number, customer number, store name, and address.
Petrey's team manages products, employees, customers, orders, chain configurations, and email settings from the same app — no separate admin tool required.
Platform Capabilities
What the Platform Does
Product Catalog & Storefront
Full product catalog with categories, item numbers, UPC codes, case quantities, display quantities, and multi-image support. Customers browse, filter, and shop a real wholesale catalog — not a static price sheet.
Stripe Checkout & Payments
Integrated Stripe Checkout with full session tracking, payment intent IDs, and automatic order status updates. Each product carries cost, price, and retail pricing tiers — the right price is always applied at checkout.
Route-Aware Order Management
Every order captures the customer's route number, customer number, store name, and store address at checkout. Petrey's team can instantly see which route an order belongs to without any manual cross-referencing.
Chain Retailer Management
Retail chains (like Circle K) get their own configurable product and category visibility. Chain-specific rules control exactly what each chain's stores see in their catalog — ensuring correct assortments without manual filtering.
Customer Import & Management
Bulk customer import from CSV, plus full customer management with store name, address, customer number, and route number fields. Customers can also authenticate via Google, Facebook, or Microsoft OAuth.
Admin Portal — Built In
Product management, employee management, order list and details, category configuration, chain configuration, customer management, and configurable email notification settings — all inside the same Blazor application.