Shopify Plus Wholesale Launch & Migration Case Study

Helping Got Vape launch a wholesale store that recorded over US$2 million in its first full year

Got Vape wanted a faster way for trade customers to order and a platform its team could manage in-house. Oglesby Media helped them launch a new Shopify Plus wholesale store with search targeting built around retailers, custom wholesale functionality and practical training.

The client implemented most of our recommendations, with our team handling specific development and measurement tasks. The wholesale store became the reference for four retail migrations from Magento to Shopify Plus.

US$2.07m

Gross sales in 2022

First full calendar year after the wholesale launch

US$172k

Average monthly gross sales

Across January–December 2022

US$248k

Strongest month of 2022

US$247,830.50 in August

Source: Got Vape Wholesale Shopify gross-sales report supplied by the client. Calendar-year 2022 gross sales total US$2,067,819.46, excluding the additional 1 January 2023 row. Figures represent gross sales recorded through the store across the report’s channels, not net revenue or sales attributed exclusively to SEO.

Two smartphones displaying e-commerce web pages for a vape shop, shown on a clean white background.
The client

An established US distributor ready to make wholesale ordering easier

Got Vape distributes vaporizers and accessories to independent smoke shops, convenience retailers and larger retail customers across the United States. Wholesale was already the core of its business, supported by sales representatives and trade events.

Alongside distribution, the company operates Got Vape’s retail store and three stores for its own brands: Exxus Vape, Wulf Mods and Sutra Vape. Our relationship with the team dates back to years of working together in the vaporizer industry. They approached Oglesby Media after seeing our Shopify work for a mutual industry contact.

The team wanted customers to place familiar repeat orders directly, without arranging every purchase by phone. They also wanted to keep the knowledge and day-to-day management of their stores in-house.

Client: Got Vape team

Industry: Vaporizer wholesale and retail

Primary market: United States

Platform: New wholesale store on Shopify Plus; four retail migrations from Magento

Wholesale launch: Autumn 2021, based on first recorded sales

Catalogue: 2,300+ products currently; launch catalogue size not recorded

Services: Shopify SEO consultancy, site architecture, content strategy, technical SEO, custom theme development and training

The challenge

A wholesale store needed to speak to trade buyers

Got Vape was considering a move from Magento 1.9 to Magento 2. The team wanted to reduce technical administration, get products to market faster and avoid relying on developers for everyday store management. We recommended Shopify Plus and supported their decision to change platforms.

The plan was to build a new wholesale store first, then apply the learning to the retail migrations. During the build, the team began carrying retail collection names and consumer-focused descriptions into the wholesale site. This targeted similar searches and audiences across the two channels.

The wholesale store needed its own search intent and purchasing experience: content for retailers choosing stock, publicly browsable products, and pricing and checkout reserved for approved trade accounts.

Create an efficient wholesale ordering channel, establish SEO foundations aimed at trade buyers and equip the Got Vape team to manage Shopify internally and apply the approach across its retail stores.

Our approach

Wholesale keyword research, collection architecture and retailer-focused content

01. Build collections around wholesale demand

Using Ahrefs, we mapped wholesale keywords to collections and supporting content. A collection called “Vaporizers” became “Wholesale Vaporizers”, with copy about buying in bulk, selecting stock and selling products in a store.

We guided URLs, headings, image filenames, meta titles and descriptions, and reviewed the client’s implementation. Search Console, Analytics and Tag Manager supported measurement, while ongoing Ahrefs audits helped identify issues.

The content strategy addressed retailers’ buying and business questions. We supported the first articles; the team then hired a writer following our recommendation to develop buying guides, stock advice and industry updates.

Wholesale account approval and self-service ordering

02. Make the store work for wholesale purchasing

We implemented custom theme functionality so visitors could browse products while pricing and checkout required an approved account and sign-in. Got Vape manually approved applicants and assigned a sales representative by region.

We also guided the team on an app for selecting multiple variants and quantities from a product page, making bulk orders easier. A separate specialist handled the NetSuite ERP integration, with our support in finding the provider.

After launch, structured data was exposing hidden prices in Google results. We removed price and offer information from the markup. The team subsequently reported fewer consumers trying to access the store for small retail purchases.

Store-specific training and documentation applied across retail stores

03. Train the team and support the wider move

Regular calls, written recommendations and store-specific Loom videos helped the team learn using its own products and data. Videos and written procedures became resources staff could revisit, including guidance on product and collection metafields.

A central working document recorded changes and custom code for future theme updates. We also guided Klaviyo flows and email marketing. Support continued for roughly six months to a year after launch to resolve issues and refine the experience.

The Got Vape team carried these practices into its four retail migrations. Our role centred on wholesale consultancy, training and targeted implementation, with additional support for the other stores.

The results

Over US$2 million in gross sales, with faster ordering for trade customers

The wholesale Shopify store recorded its first sales in October 2021. During 2022, its first full calendar year after launch, it recorded US$2,067,819.46 in gross sales: an average of US$172,318.29 per month.

Trade customers who knew what they needed could reorder directly without phoning a sales representative. Ordering outside business hours was another benefit, but the principal improvement was the speed and convenience of self-service purchasing.

The project also left the team with a repeatable approach to Shopify. They could manage collections, optimise new products and maintain the store internally, then use that knowledge across Got Vape, Exxus Vape, Wulf Mods and Sutra Vape. The commercial total reflects the wider business’s customers, product launches and sales activity as well as the store improvements.

Got Vape Wholesale Shopify gross sales report for 2022

US$2,067,819.46 in gross sales during 2022

The supplied Shopify report records gross sales from January through December 2022. Average monthly gross sales were US$172,318.29, with August the strongest month at US$247,830.50.

The report’s displayed total also includes US$2,838.50 from 1 January 2023. We excluded that row to calculate the full calendar year. No sales-channel filter is shown, so the figures are not presented as organic-search revenue or exclusively self-service checkout sales.

Source: Got Vape Wholesale Shopify “Gross sales over time” screenshot supplied on 6 October 2026. Currency: USD. Calendar-year calculation excludes the extra 1 January 2023 row.

Got Vape Wholesale first recorded Shopify gross sales in autumn 2021

First recorded sales in autumn 2021

The Shopify report shows US$1,851 in October 2021, followed by US$100,402.85 in November and US$95,992.30 in December. These records provide the basis for describing the wholesale launch as autumn 2021.

The separate human-session report only begins recording activity in September 2022. Its earlier zeros should not be interpreted as proof that the store had no visitors or sales before that point.

Source: Got Vape Wholesale Shopify “Gross sales over time” screenshot supplied on 6 October 2026, showing monthly records for 2021. The first recorded sales establish the case-study starting point.

Client perspective
His SEO expertise and strategic approach made a huge impact on the store’s visibility and overall performance.
— Got Vape team · Shopify Partners Directory review

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