Web
Developing a website builder to expand SanMar’s B2B2C product distribution channel
Dinarys developed a custom website builder based on WordPress — a scalable solution that allows SanMar partners to build, personalize, and maintain their own stores while keeping product data, pricing, and orders synchronized with SanMar’s main B2B platform.
Quick
project intro
SanMar was looking for a way to make digital selling easier for their network of distributors. Many partners faced challenges managing products and efficiently deploying online platforms, which inspired the company to explore a streamlined digital solution.
-
Need identified
SanMar’s clients — small and midsize businesses — faced several challenges that limited their efficiency and online growth:
-
They had to manually track inventory, spending time on checking which products were in stock, which were not, and in what quantity. This led to errors and wasted time.
-
Many clients lacked technical expertise and struggled to create and manage their own websites. For them, launching an online store meant hiring developers, spending additional funds, and dealing with complex setup processes.
-
-
Vision and solution formed
To address their clients’ issues, SanMar wanted to introduce a simplified website builder as an additional service. This tool would:
-
Automatically synchronize SanMar’s product and inventory data with clients’ websites via an API
-
Provide a ready-to-use website structure built from customizable templates, including homepage layouts, product pages, and filtering features
-
Allow clients to personalize design elements (colors, blocks, banners) while maintaining core out-of-the-box functionality
-
-
Results of development
Together with Dinarys, SanMar developed a B2B2C website builder based on WooCommerce (WordPress). It enables SanMar distributors to create fully functional ecommerce websites within hours, without writing code or hiring external developers.
With the website builder, each client can easily:
-
Choose which SanMar products to sell
-
Add a limited number of custom products (initially, up to 10)
-
Brand their online store using their own marketing content and visuals
-
As a result, SanMar expanded its distribution ecosystem with a new digital sales channel that helps partners expand their retail presence while keeping SanMar products central to their offering.
This is already the third project SanMar has entrusted to Dinarys.
Previously, we worked together on:
-
Optimizing SanMar’s B2C
online storeScope of work:
-
Developed a retail store based on Magento 2
-
Implemented custom functionality
-
Integrated third-party extensions
-
Optimized website performance
-
Created and updated project documentation
-
-
Integrating an ERP system to scale SanMar’s B2B platform
Scope of work:
-
Optimized B2B website performance
-
Integrated B2B and B2C websites with the client’s ERP system
-
Enabled real-time product and order data exchange
-
Developed an API connector to convert data from legacy to modern formats
-
More details on the website builder project
SanMar is a large Canadian clothing retailer. The company runs a well-established retail network and a growing B2B sales channel. As customer expectations changed and ecommerce became more promising, they saw the need to upgrade their digital systems to stay competitive.
Jump to the stage of collaboration that interests you most:
The most challenging part was balancing simplicity for distributors with the technical complexity behind the platform. We worked closely with SanMar to make sure everything that looked easy on the surface was fully automated and stable underneath.
Karina Khomutova
PMO, Project Manager at Dinarys
Designing the architecture based on the existing SanMar ecosystem
SanMar already provided their partners (resellers of various product lines, such as apparel and accessories) with access to a Magento-powered B2B platform that Dinarys had helped to develop. Through this platform, partners could view available products, manage pricing, and place bulk orders.
The company wanted to enable their partners to create and manage microsites quickly — ideally, in just a few clicks — without requiring technical knowledge or developer involvement. This new system had to integrate smoothly with the company’s existing Magento-based B2B platform, ensuring that all data (products, prices, and orders) remained consistent across both environments.
To meet these needs, Dinarys developed a WordPress-based microsite management system with multiple modules and custom integrations.
-
Integration with the existing Magento B2B system via an event-driven architecture that ensures real-time synchronization of product updates, inventory, and pricing
-
A WordPress admin dashboard allowing for easy management of partner microsites, product listings, and pricing
-
A custom site builder interface that lets non-technical users assemble pages, update designs, and publish their storefronts independently
-
Automated order synchronization: when a customer places an order on a microsite, it is automatically routed to the main B2B panel for further processing and fulfillment
Architecturally, the new platform served as an extension of the existing B2B ecosystem, using modern, maintainable technologies and providing a proof of concept that demonstrated scalability for future expansion.
Choosing the right approach for this project wasn’t about following trends. It was about finding what would stay reliable and maintainable over time. We had to balance flexibility with control so that SanMar could adapt the system as their business evolved, without rebuilding it from scratch.
Every architectural decision — from how data moves between systems to how permissions are structured — was made with simplicity, transparency, and scalability in mind. In the end, we built a platform that doesn’t just work well now but will continue to grow naturally with SanMar’s ecosystem.
Roman Fesko
CTO at Dinarys
Need help designing a scalable ecommerce architecture?
Our engineers know how to make complex systems run smoothly, from multi-tenant structures to seamless API data flows. Contact us to:
Need help designing a scalable ecommerce architecture?
Our engineers know how to make complex systems run smoothly, from multi-tenant structures to seamless API data flows. Contact us to:
Roman Fesko
CTO at Dinarys
-
01
Design a platform architecture that stays flexible as your business evolves
-
02
Build secure and maintainable integrations between B2B and B2C systems
-
03
Optimize WordPress or other CMS frameworks for enterprise-level stability
Creating a website builder based
on WordPress
To bring SanMar’s vision of a self-service website builder to life, Dinarys developed the platform on WordPress, integrating all necessary plugins and builders to ensure flexibility and ease of use. Our goal was to enable SanMar distributors to create fully functional websites in just a few steps:
-
01
Select a template
-
02
Add products
-
03
Customize the layout without technical knowledge
Our development team worked extensively with page builders and template management systems to ensure that every element — from product pages to filters — could be assembled intuitively.
Implementing a multi-level
admin structure
A key aspect of the platform was its role-based access system, designed to mirror SanMar’s organizational hierarchy:
-
Administrator
Has full access to all system settings, user management, and configuration options
-
Seller
Responsible for product management, pricing, and order monitoring within the microsite
-
Editor
Creates and updates content, such as product descriptions, banners, and marketing materials
-
Subscriber
Has limited access, primarily for viewing and basic content interaction
This multi-level permission system provides both control and independence, allowing SanMar to govern the platform while giving partners the freedom to manage their own content securely.
Order management
and system integration
When an end user places an order through a distributor’s microsite, it is automatically routed to SanMar’s central B2B panel for processing. Order synchronization is achieved through standard WordPress ecommerce plugins integrated with SanMar’s existing infrastructure.
Each microsite comes preconfigured with standard payment methods, shipping options, and transactional email templates. Partners can customize branding elements such as logos and layouts without affecting the overall system structure.
Enhancing the user
experience
Dinarys also contributed to UX improvements, combining SanMar’s vision with our own ecommerce expertise. We provided recommendations on navigation, usability, and the optimal feature set to ensure the platform is intuitive even for non-technical users.
The result is a website builder that makes it simple to design storefronts, manage catalogs, and publish personalized ecommerce sites — all within one unified system.
Optimizing the original WordPress code to enhance platform performance
While WordPress offered a solid foundation, existing plugins and builders didn’t fully meet the client’s requirements. To achieve the necessary flexibility and functionality, our developers extended the core WordPress codebase, writing numerous custom components and modifying standard plugins.
This approach allowed us to:
-
01
Improve plugin reliability and reduce compatibility conflicts
-
02
Deliver the precise features that SanMar partners needed for site customization and content control
-
03
Ensure scalability
for future enhancements
Implementing security best practices to protect the platform from data breaches and unauthorized access
Given WordPress’s known security vulnerabilities, we implemented a set of technical best practices to protect the platform and user data:
-
Hardening the codebase to prevent unauthorized access.
We reviewed and refined the application’s internal logic and configurations to strengthen overall system resilience. These adjustments minimized potential entry points for unauthorized access and ensured that sensitive operations remained properly isolated within the platform.
-
Closing common security gaps inherent to WooCommerce and WordPress environments.
Our team addressed known vulnerabilities of these ecosystems by introducing preventive configurations, updating dependencies, and ensuring secure interaction between installed plugins and custom modules. This helped to establish a stable and predictable environment for long-term operation.
-
Implementing secure data handling and permissions logic across all user roles.
We introduced a well-structured permissions system and ensured that data flows between roles — from administrators to content managers — remained transparent and traceable. Each user group receives only the access required for carrying out their responsibilities, which reduces risks and allows our client to maintain consistent control over all operations.
These measures significantly improved the system’s resilience, ensuring that the platform can support a large partner network safely and reliably.
Business impact:
Simplifying partner operations through digital enablement
The new platform allowed SanMar to transform its distributor support model from manual assistance to a self-service digital environment. Partners who previously struggled with website setup or product management can now launch their own branded ecommerce sites in just a few steps, reducing dependence on external developers and significantly cutting setup costs.
-
STEP #1
Register and get access
Distributors receive an invitation from a SanMar admin and gain access to the website builder under their own company profile.
-
STEP #2
Select a template
Distributors choose a design layout for their site from the template library. Home pages, product pages, and catalog filters come ready out of the box.
-
STEP #3
Customize
Within the builder, distributors personalize visuals, upload logos, and adjust color palettes and banners to match their brand identity.
-
STEP #4
Synchronize products
The system automatically imports product, inventory, and pricing data from SanMar’s main database via an API. Partners can also add a limited number of their own custom products.
-
STEP #5
Set up content
Content managers edit texts, upload marketing materials, and configure standard components such as payment, delivery, and notification emails.
-
STEP #6
Preview and publish
Once setup is complete, the distributor reviews their storefront and publishes it directly — no developer involvement required.
This simplified digital entry point created a new product distribution channel, strengthening SanMar’s position as a technology-driven wholesaler. The solution also improved partner satisfaction and retention, as distributors can now quickly expand their online presence while keeping SanMar’s product catalog at the core of their offering.
Key outcomes of this digital enablement included:
-
01
Faster onboarding into the SanMar ecosystem for new distributors
-
02
Reduced administrative load
on internal teams -
03
Stronger partner engagement through a modern, user-friendly tool
Technical achievements: Delivering a scalable, secure, and maintainable platform
From a technical perspective, the platform successfully combined the flexibility of WordPress with the stability of enterprise-grade integrations. By reworking the original WordPress codebase and applying custom engineering solutions, Dinarys significantly enhanced system performance,scalability, and security.
Major technical achievements included:
-
Seamless integration with the existing Magento-based B2B platform via an event-driven architecture, enabling real-time data exchange
-
Optimized plugin structure and custom code extensions that reduced load times and improved reliability
-
A robust role-based access system that ensures secure and controlled management of multiple user types
-
Implementation of security best practices to close potential vulnerabilities and protect partner data
Together, these results positioned SanMar’s new platform as a scalable and maintainable foundation for further digital growth. We managed to turn a once complex and outdated process into a streamlined, future-ready ecosystem.
SanMar trusted us with an ambitious task — to simplify something that used to take months into a few clicks. It pushed our team to think beyond standard solutions, and that’s the kind of challenge we really value.
The Dinarys Team
Want to launch a self-service ecommerce platform for your partners?
Dinarys can help you plan, design, and deliver a ready-to-scale solution like we did for SanMar. Work with our team to:
Want to launch a self-service ecommerce platform for your partners?
Dinarys can help you plan, design, and deliver a ready-to-scale solution like we did for SanMar. Work with our team to:
Roman Fesko
CTO at Dinarys
Andrii Bugakov
Deputy CTO at Dinarys
Konstantin Suhinin
Delivery Director
-
01
Develop a white-label website builder tailored to your business model
-
02
Automate data synchronization across your ecosystem
-
03
Create a stable, secure, and user-friendly platform your partners will actually enjoy using
More from our collaboration with SanMar:
B2C Platform Optimization
Dinarys developed a new retail-facing Magento 2 store for SanMar, adding custom features and ERP connectivity.
-
Built a B2C site with custom functionality beyond that of the B2B site, including multi-currency, live chat, and blog modules
-
Integrated the new storefront with the client’s ERP system to automate stock, orders, and refunds
-
Optimized performance and the user experience: reduced checkout time by 19% and increased the business process automation rate by 36%
API-driven ERP integration
Dinarys supported SanMar by connecting core business systems with their storefront to streamline operations.
-
Implemented ERP–ecommerce site connectivity to synchronize product data, orders, and workflows across channels
-
Delivered an integration solution built for international trade, meeting high standards of security and usability
-
Created a platform that efficiently supports multiple stakeholders — suppliers, buyers, and admins — within a unified system