The client
Nomad Coffee Group is a specialty coffee group operating in Australia and New Zealand. Its brands include Veneziano Coffee Roasters, Flight Coffee, Black Bag Roasters and Coffee Hit. It sells wholesale to more than 700 partner cafés, retail and subscriptions to home and office drinkers, and contract roasting to other brands, supplied from a 4,000 m² roastery in Truganina, Victoria.
The problem
At the start of 2026 wholesale orders through the legacy portal ran at about AUD 145,000 a month. Organic search brought about 18,400 visits a month, the mobile storefront converted 1.6% of visitors with a 3.8-second largest contentful paint, and about 840 people held an active subscription. An order could take up to 24 hours to reach the roastery's systems.
What we did
- One group architecture. A parent taxonomy connecting the group to its flagship brand stores with canonical authority, rebuilt on Shopify Plus with a headless storefront.
- Self-serve wholesale portal. Tiered and contract pricing for 700+ cafés, a quick re-order list that repeats a weekly bean order in under 30 seconds, and Net 30 credit terms with invoicing synced to Xero and NetSuite.
- Speed. Third-party scripts stripped, CSS split into small bundles, browser resource hints enabled, an AVIF and WebP image pipeline that cut catalogue page weight by 74%, and fixed aspect ratios on grids, banners and review widgets.
- Search. Programmatic single-origin pages (Ethiopia, Colombia, Kenya) with altitude, producer and cupping-score schema; café-supply pages for capital-city searches such as wholesale coffee beans in Melbourne; contract-roasting pages for Black Bag Roasters; and location schema for Richmond, the Melbourne Airport flagship and Brisbane.
- Subscriptions. A self-serve portal to pause, skip or swap blends, a four-step "Find your roast" quiz converting 28% of those who start it, and a rewards scheme that sends a limited-release sample every fourth delivery.
- Systems. Custom API middleware linking Shopify Plus to NetSuite and to the roastery's batch management and packing lines, single sign-on for café partners across ordering, equipment and barista training, and a checkout hardened for limited-release launches.
What we delivered
partner cafés on tiered pricing
Customer tags, volume discounts and contract price schedules in one portal.
for a café to repeat its weekly order
A mobile quick re-order list built for baristas before cut-off.
manual sales administration
Net 30 terms and invoicing synced automatically to Xero and NetSuite.
from order to roastery systems
Custom middleware between Shopify Plus, NetSuite and the Truganina roastery.
Deliverable counts, supplied by shakalakaa. Not performance metrics.
