Store of the official distributor: brand, catalog, dealers
An online store for a distributor is one showcase with two logics inside: a casual visitor sees the retail price, an authorized dealer sees his level, multiple and minimum batch. At the same time, the catalog is not built according to your idea of convenience, but according to the manufacturer's nomenclature: lines, series, compatible accessories, spare parts for them. The longest part of the job is the price of the brand: in what form it comes and how many fields it lacks for the product card. First, we open the price, then we name the term.
look at the manufacturer's price and brand requirements, not the number of pages
What determines the scope of work
3-5
Analysis of the price before the assessment
working days, free of charge
4
Shops of official representatives were measured
sites, external technical measurement 07/31/2026
from 3.3 to 3.9 sitemap entries to one address
All four have duplicate addresses
from 1,300 to 59,189 addresses in the site map
Distribution of catalogs in the sample
50%
Conditions
advance payment, two rounds of design revisions, 30-day warranty period
Who it's for
Situations where this service delivers results
Scenario 1 of 5
Representation has just been signed, selling from the price in Excel
The brand is already yours, there is no catalog yet. The manager opens the file, searches for the article, dictates the price, and checks availability with the manufacturer. The store transfers this step to the catalog. Sober: the first months balances will be checked by hand until the exchange with the accounting system appears.
We'll review your situation in a free audit
Scenario 2 of 5
Dealers call, retailers write in messenger, prices are different
The dealer network does not want to see the retail storefront, the retailer does not need to know the dealer levels. They are bred by groups of buyers after authorization, and not by a separate site. The limit is simple: the site closes the storefront and the order, contract and deferred payment remain outside it.
Scenario 3 of 5
The manufacturer sends a new price every week, the site lags behind by a month
While the update is done by hand, the catalog lives separately from the warehouse: the item has been discontinued, and it is being sold. Scheduled import closes this. And immediately honestly: import does not correct the source - if the balance in the price is incorrect, the store will carefully show the incorrect balance.
Scenario 4 of 5
The brand dictates the suggested retail price
The price ceases to be your variable: you cannot reduce it, you have to compete with availability, set and delivery. The catalog is therefore built around features and compatibility, not price tags. In the price list of the RRC manufacturer, the purchase price is in different columns, and it is necessary to map them clearly.
Scenario 5 of 5
The site already exists, but it is made for retail
The most common situation: the platform is live, the catalog is full, and there are no dealer prices, and items are duplicated in several categories. Here it is cheaper to finish than to move. The audit shows it in numbers, and if that's the picture, we'll say so.
Cases
Tasks and results in numbers — all metrics measured by us
the store of the official seller of garden equipment and spare parts of the European brand
Task
Sell equipment and spare parts in one catalog: deep nesting for spare parts, filters by power and engine type, balances from the accounting system, checkout for retail and VAT company.
Solution
OpenCart 3.x under nginx with HTTP/2, parts catalog up to four levels deep. Eight payment methods — from LiqPay to cashless payment with VAT — and four delivery options, including pickup.
Result
Commodity sub-maps have been verified in fact: 18 files of 3,000 addresses plus 1,321 — a total of 55,321 commodity addresses, 3,868 more category addresses, a total of 59,189. With this volume, the first server response is 840.5 ms, full HTML download 997.4 ms with a weight of 454.5 KB — the slowest result of the sample. At the same time, the markup is the richest: six types of JSON-LD. Measured on 07/31/2026.
online store of the official seller of garden tools of the Finnish brand
Task
Sell a full line of tools with filters by type and series, cards with characteristics and videos, and responsive for mobile — in the season, most orders come from the phone.
Solution
OpenCart 3.x under nginx with HTTP/2 and HSTS. LiqPay, invoice, cash on delivery and payment in installments; Nova Poshta and Ukrposhta. Two language versions with x-default, download to the platform.
Result
The sitemap weighs 1.18 MB and contains 4,236 records for 1,300 unique addresses—about 3.3 duplicates per address. Of the unique: 1,231 addresses of the first level, 64 subcategories, 1,120 with the manufacturer's article — a catalog of approximately 1,213 cards. First response 625ms with 350.4KB HTML. Defect found: on the main zero of H1 tags, JSON-LD is limited to Organization and ContactPoint. Measured on 07/31/2026.
the official online store of garden tools of the world brand
Task
Sell the full assortment of the brand in Ukraine: irrigation systems, lawn mowers, battery-powered equipment — with specifications and delivery across the country.
Solution
OpenCart 3.x, eight payment methods and four delivery services, Rozetka platform, two language versions with x-default.
Result
8,690 unique addresses: 81 category nodes and 8,609 sheet pages — a catalog of about 8,600 cards. The map weighs 8.57 MB and contains 33,493 entries for the same addresses: 3.85 duplicates. A defect was found: only the Ukrainian-speaking branch was included in the map, although the Russian one is declared in hreflang. First response 789.4ms with 301 redirect, HTML 323.9KB. Measured on 07/31/2026.
What's included
Complete list of work and what you get as a result
Catalog according to the structure of the manufacturer - lines, series, compatible accessories and spare parts - so that the buyer reaches the model in the same way as the brand thinks
A card with fields for the manufacturer's article number, series, technical characteristics and compatibility: the filter and search work further on these fields
Price import with field mapping and updating of prices and balances according to the schedule - the manager no longer transfers lines from the file by hand
Dealer groups of buyers: after authorization, own price level, multiple and minimum batch, for the rest - a regular retail storefront
Checkout for two types of buyers: card, cash on delivery and payment in installments for retail, cashless account with and without VAT - for the company
Delivery with the choice of branch simply in the basket: Nova Poshta, Meest Express, Ukrposhta, Rozetka Delivery, self-delivery
Technical SEO: CNC, canonical for a position accessible from several branches of the directory, sitemap without duplicates
JSON-LD Organization, Store, Product and BreadcrumbList micro-markup — store data no longer contradicts each other
Analytics: GTM, GA4, catalog events and purchases, transfer of the manufacturer's article to advertising systems
XML feed to the site from the same catalog - prices and availability are pulled from the same source
Transfer: access, written instructions, passing the administration on a live order together with your manager
Terms of work: 50% advance payment, two rounds of edits at the design stage, warranty period of 30 calendar days
When this service isn't right
What's not included — so there are no surprises at delivery
Coordination of layouts with the brand — we prepare the materials, correspondence with the manufacturer is conducted by the customer
Translation of the manufacturer's technical documentation
Filling the catalog manually beyond the agreed volume
Post-launch advertising
Hosting, domain, acquiring
Process steps
Transparent stages with approval at every step
Total duration:30–50 days
1
Price analysis and specifications
3-5 working days
We open the manufacturer's file, look at the fields, agree on which of them will become a filter, which will become a characteristic, and which will not be transferred at all. This includes brand requirements and dealer level scheme. The output is a TK, based on which the estimate is calculated and the work is accepted.
2
The structure of the catalog under the nomenclature of the brand
4-6 working days
Tree of lines and series, nesting depth, set of characteristics for the filter, card fields, compatibility links between equipment and accessories. Right here, we decide which category is the main one for each position - canonical then points to it.
3
Design
5-9 working days
Home, category, feature card, cart, both checkout options. We fix the target weight of the page: in measured stores of branded equipment, HTML weighs from 323.9 to 454.5 KB, and each extra block on the main page is visible in this figure.
4
Assembly of the store and two checkouts
8-13 working days
Theme layout, catalog and filter, buyer groups with dealer levels, multiplicity and minimum batch rules, admin roles, printed documents for legal entities, payment, delivery and return pages.
5
Price import and dealer prices
6-11 business days
Mapping of fields, test filling, comparison of the number of cards by two methods, layout of price levels by groups, update schedule. Large prices are poured into the console in batches - the admin on tens of thousands of lines falls after the timeout.
6
Testing, analytics, transmission
4-6 working days
End-to-end order run by retailer and dealer to TTN, measurements of first response and HTML weight, catalog and purchase events, feed to site, site map without duplicates, administration process with your manager.
Price and current site audit — free of charge
A distributor rarely starts from scratch: almost always there is a price from the manufacturer, often there is a website, sometimes — the brand's requirements for presenting the logo and characteristics. The audit shows what can be carried over from this and what will have to be done anew.
What we measure
Manufacturer's priceIn what form does it come, does it have specifications and photos, how often is it updated, is the RRC diluted and the purchase price. It depends on whether the import will be automatic or manual.
Volume of the directory by two methodsWe count on the site map and cross-check the standard store search, and show the discrepancy. In the measured store of an official seller of garden equipment, product subcards gave 55,321 addresses - the discrepancy with any assessment "by eye" is immediately visible.
Duplicate addressesHow many sitemap entries are there for one unique address. At an official garden tool retailer's store, we measured 4,236 records for 1,300 unique addresses—about 3.3 duplicates per address.
Checkout for two types of buyersHow many payment and delivery methods are connected and whether the checkout closes both the retailer and the company with VAT. We saw 8 payment methods and 4 carriers in the measured brand-name hardware stores, which is a working benchmark for the niche.
Exchange with accounting systemWhere are the balances and prices coming from now. Most often - with hands, and this is the first thing that should be closed.
Speed on a large catalogFirst server response and HTML weight. On a directory of 55,000 addresses, we measured 840.5 ms of the first response with 454.5 KB of markup — the slowest sample result, and the reason lies in the volume.
PHP version and headersThree out of four measured official stores have PHP 7.3.33 — unsupported as of December 2021. The status of an official seller does not save from this, and the risk lies with the owner of the site.
What you get
Document with numbers: volume of the catalog by two methods, takes, speed, weight of HTML, list of payments and deliveries.
Analysis of the manufacturer's price: which fields are there, which are missing for the card, which will have to be obtained manually.
Estimation of the volume of import works and regular updating.
Conversation for 30–40 minutes on the document.
Timeline: 3-5 working days, because we are still analyzing the price structure here
Why is it free
Because the manufacturer's price is the main unknown. Until we open the file, it is not clear how many items are really suitable for automatic import, and how many will have to be proved by hand. Calling a fork before that would be playing it safe. The document is yours regardless of further cooperation.
What's next
After the audit — the amount and term by stages with dates, contract, invoice, report. If it becomes clear from the numbers that the current store needs to be improved, we will say so directly.
Short form: your contact and site URL
Contract, act and 30-day warranty
Every project gets a written contract: scope, deadlines, amount, acceptance procedure. After delivery — act and invoice, then 30 calendar days of warranty.
Sole proprietor & bank transfer
The contractor is a registered sole proprietor. Payment by invoice with closing documents.
Rights & access — yours
Code, design and materials transfer to you after full payment. Domain, hosting, repository and analytics are registered to you.
Client portal instead of email chains
During the project you get access to a portal: contracts, invoices, acts and project status in one place.
European clients
Among our work — projects for Norway, Bulgaria, Moldova and Spain.
Verifiable numbers
Every case in the portfolio comes with a link to a live site and a technical measurement.
Audit first, then pricing
There is no price list on the site intentionally: the scope of the same work differs multiples between clients.
We say "no" when unsure
If the task isn't ours or the deadline is unrealistic — we tell you upfront.
Did not find your case?
Describe how it works on your side — we will tell you whether “Online store for a distributor and official representative of the brand” fits and what it means in your situation. No brief and no call: one question, one answer.
What affects the price
Why two seemingly identical tasks are priced differently
View of the manufacturer's priceXML or CSV with characteristics, photos and price columns - it takes a few days for mapping. Excel without pictures, where the characteristics are molded into one text cell, is analyzed by a person, and it is this stage that stretches the deadline to the upper limit.
Number of items in the priceA thousand cards are imported per day. Tens of thousands are already console filling with batches, viewing the database indexes, site map with submaps and special attention to the category cache.
Brand submission requirementsThe guideline issued by the document is included in the TOR and is counted together with the design. Requests that come in verbally and change as we go are more than two paid rounds of edits, and we record it at the start so we don't have to argue later.
Depth of dealer logicOne price level for all dealers is set quickly. Multiple levels, multiplicity of packaging, minimum batch and volume discount — these are the cart validation rules that OpenCart does not keep in the box.
Exchange with accounting systemOne-way import of the price according to the schedule is included in the work. Two-way exchange with 1C or BAS is a separate task on top of the store with its own deadline: balances and prices there, orders back.
Content statusPhotos on a uniform background and filled in specifications save weeks. The catalog, where the characteristics exist only in the PDF catalog of the brand with a picture, has to be disassembled manually - a separate line of the estimate and a separate line in the plan.
Technologies & integrations
What we build on and what it connects to
Stack
OpenCart 4.x by default: buyer groups and price levels already in the box - the budget goes to the price, not the basics
OpenCart 3.x - when a critical module does not have a build for 4.x: the event system was rewritten in the quad
MySQL: the box does not know the concept of "main product category", so we keep the path for canonical as a separate field
OCFilter for manufacturer specifications; filters generate redundant addresses that have to be closed with canonicals
Console import in batches: the admin on tens of thousands of lines drops after the timeout, but the error in the mapping is visible already after filling
nginx, HTTP/2, HSTS — channel encryption and no more: the certificate does not protect against outdated PHP
Integrations
LiqPay
WayForPay
Privat24
monobank "Purchase in installments"
payment by IBAN
non-cash payment with and without VAT
cash on delivery
Nova Poshta
Meest Express
Ukrposhta
Rozetka Delivery
Rozetka site
Google Tag Manager
GA4
Google Ads
Google Reviews
1C / BAS through exchange
One showcase with dealer prices or a separate closed cabinet
How this option differs from the alternative
Closed B2B office without retailOur approach
Who does it serve?only dealers, login by login, an outside visitor does not see anythingretail buyer and dealer in the same catalog, the difference is enabled by authorization
What gives in the searchnothing: a closed cabinet does not participate in issuance by definitionproduct cards are open for indexing, the manufacturer's brand and article number work for you
Showcase priceonly contractual, there is no public price at allretail according to the RRC of the brand, dealer - after entering
Order complexityrepeated orders from history, balance under the contract, agreement by the managershopping cart and checkout, an account for a legal entity as one of the payment methods
When to choosewhen there is no retail at all and purchasing logic is needed, not a storeas long as retail gives a noticeable share of sales and the brand does not forbid a public window
What we need from you
We can't start without this — best to prepare in advance
1Manufacturer's price in the form in which you receive it - even if it is Excel without a photo.
2Brand rules for submission: logo, series names, mandatory markings and disclaimers, if applicable.
3List of characteristics by which the buyer chooses a model within the series.
4Price scheme for dealers: levels, multiplicity, minimum batch, volume discount.
5Contracts with carriers and payment providers - API keys are issued to you, not to the contractor.
6One person with the right to approve the structure of the directory without a meeting of ten.
If something is missing — let us know, we'll help you gather it or do it as a separate task.
FAQ
Most frequently asked questions — with concrete answers
The price comes to Excel without a photo - is it even possible to compile a catalog from this?
It is possible, the only question is how much work is left for a person. The price, article number and name are almost always present in such a file - this is enough to open items and show availability. Photos and specifications have to be obtained from the brand's PDF catalog or from its website, and this is a separate stage with its own deadline. In the audit, we count the fraction of items suitable for automatic import, and it is this that determines how long this part will be.
How to make the dealer see his price, and the casual visitor - the retail price?
By groups of buyers: after entering, the dealer receives his price level, multiple and minimum lot, the unauthorized visitor remains at the retail window. The logic is simple, the details are not, and they must be decided before assembly: whether to show the dealer the retail price for comparison, whether to place orders below the minimum lot, how to calculate the volume discount, and what to do with the dealer who ordered from his own retail account.
The brand gave a guideline for several dozen pages - will you follow it?
Yes, if the guideline is formalized by a document: it is included in the TOR together with the logo, series names and mandatory designations, and the design is adopted according to it. But correspondence with the manufacturer is conducted by the customer. The contractor does not have the mandate to approve the layouts on your behalf, and it is more honest to say this at the start than at the stage when the brand manager sees the layout for the first time.
We have one position in three categories - why is this a problem?
Because without canonical, each path to it becomes a separate address, and the search engine spends a detour on copies of one card. For distributors, this is a systemic thing: the position lies both under the brand, and under the type, and in compatible with the equipment. We measured it at four official stores, and the picture is the same everywhere: 4,236 sitemap entries for 1,300 addresses, 33,493 for 8,690, 25,537 for 6,857. 3.3 to 3.9 duplicates per address is a niche pattern, not someone's random mistake. It is treated as follows: for each position, one category is designated as the main one, canonical points to it, the rest of the ways remain for the buyer. A fair limit: cleaning duplicates does not add new traffic, it stops scattering it, and the number of pages in the index may even drop for a while.
Is it possible to sell in parallel on the marketplace?
Yes, via an XML feed from the same catalog: prices and availability are pulled from the same source, so storefronts don't diverge. It works in the stores of official sellers of garden equipment that we measured, and in one the site is also connected as a delivery method. You should know the limitations in advance: the feed does not make your price competitive. When a brand dictates MSRP, you're standing in the checkout line next to everyone else of the same brand, and availability and delivery time win, not price tag.
The manufacturer changes the price every week - who will update it?
Import according to the schedule. The periodicity is selected according to the speed of movement of the remains: once a day for a stable nomenclature, more often for a rolling stock. Two-way exchange with 1C or BAS is a separate task on top of the store, it is calculated after the audit. Practical advice: before starting work, ask the brand manager for a technical feed, not a PDF catalog. If there is no feed and will not be in the near future, put the content stage in a separate line and do not put the launch date at the beginning of the season - that is where those weeks are lost.
How long does development take and why is it so long?
30–50 working days from the approval of the TK. These are six stages: price analysis and TOR 3–5 days, catalog structure 4–6, design 5–9, assembly with two checkouts 8–13, price import and dealer prices 6–11, testing and transfer 4–6. The lower limit is when the price comes as a machine file with characteristics, and the brand guideline is already on hand. Upper - when specifications are collected from the PDF and submission requirements are refined along the way.
We already have a site from a previous contractor - redo or build from scratch?
This decision is made based on the audit numbers, not the design impression. We look at three things: does the catalog have a structure suitable for the brand nomenclature, does the platform hold groups of buyers, how many duplicates are there in the site map. If the catalog is alive, and there are problems with duplicates and lack of dealer prices, it is cheaper to complete, and we will say so. Separately, we check the PHP version: in three of the four measured stores of official representatives, it is PHP 7.3.33, without support from December 2021. The status of a brand representative does not change anything here, the risk lies with the site owner.
Send the manufacturer's price - even if it is Excel without a photo.
The answer is a breakdown of the price fields, the structure of the catalog for the brand nomenclature, and a plan of work by stages with dates. If the current site is sufficiently improved, you will hear about it in the first email.
From measured casesCommodity sub-maps have been verified in fact: 18 files of 3,000 addresses plus 1,321
There is no price list on the site on purpose: the same work differs several times over between two clients, and a “from” figure explains nothing in that case. First a free audit — we count your pages, duplicates and speed — then we name the sum and the deadline and fix both in the contract.