Case study · Wholesale trade site
1/2 Penny Wholesale: from a rented store to a trade site she owns
A wholesale site she owns: over 2,100 designs, and a trade price only approved buyers can see.
Visit 12pennywholesale.com ↗
Quick answer
1/2 Penny Wholesale, a Texas maker of made-to-order graphic tees for boutiques, moved off a rented storefront onto a wholesale trade site she owns. Trade prices are locked so only approved buyers see them, applications check the resale certificate, 12,072 variants came across intact, and her print and shipping rules are enforced at checkout. She approves buyers and posts new designs herself. The site is live at 12pennywholesale.com.
What we found
Where the old storefront stood when we audited it on September 30, 2026.
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password, shared by every buyer, was all that protected her trade prices. One forwarded email and a retail shopper could see them.
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products could be found on Google. The whole catalog sat behind that password, invisible to anyone searching.
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ad tracking tags. No campaign could have been measured, so there was no way to grow with paid ads.
The challenge
Her wholesale business had outgrown a rented storefront. Every trade price sat behind one password shared by all her buyers, so a single forwarded email put wholesale pricing in front of retail shoppers. None of the catalog could be found in search, her shipping rules depended on someone typing a warning into each product name, and buyers had no way to follow an order once they placed it.
What we built
- A wholesale-only trade site: prices stay locked until a buyer is approved, enforced on the server
- Wholesale applications with the resale certificate checked automatically
- 1,947 designs and 12,072 variants migrated, with sizes normalized to one scale
- Designs from her other sales channel brought across too
- Print and shipping rules the store enforces at checkout, not in product names
- Volume pricing tiers that apply themselves
- Order tracking for buyers, and confirmations in her branding
- An admin to approve buyers, run orders and post new designs in minutes, with no developer
What changed
- A trade price retail shoppers cannot reach
- A catalog Google can find
- Rules the store enforces on its own
- A site she owns instead of rents
Questions
How are wholesale prices kept away from retail shoppers?
Prices are locked on the server and only load for buyers you have approved. They are not hidden with styling that anyone could undo in a browser.
Can you move a big catalog without losing anything?
Yes. We moved 12,072 variants for 1/2 Penny, checked the count against the old store's own total before trusting it, and put every size on one consistent scale.
Do I need a developer to add products or approve buyers?
No. New designs go live from your admin in minutes, and buyer applications are approved from the same place.
Could you do this for my wholesale business?
If you sell wholesale, run a trade program, or have outgrown a rented storefront, yes. We scope it on a call and give you a fixed figure before anything starts.
Outgrown a rented store?
We scope the move on a call and give you a fixed figure before anything starts. You own what we build.