Daiwa Foods is one of Australia's leading distributors of Japanese, Korean, and Chinese food and beverages, supplying restaurants and wholesalers nationwide.
With five separate legal entities operating across the country and a growing product range, Daiwa's systems were fragmented. Orders came through via phone, fax, email, and a clunky legacy online portal. Their existing Shopify site, Ichiba Junction, wasn't designed to scale across the wholesale B2B space.
True B2B Scalability with infrastructure capable of supporting five states and thousands of SKUs
Operational Efficiency with automated inventory sync and pricing updates
Stronger Customer Experience across both wholesale and retail divisions
Marketing Engine Deployed to support growth across SEO, Google, Meta, and email
Foundations for Expansion into additional verticals, SKUs, and even NetSuite or unified login solutions in the future
Platforms Used
- •Shopify Plus
- •MYOB Exo
- •Google Analytics
- •Klaviyo
- •Semrush
Services Outline
- •Shopify Plus B2B Strategy & Architecture
- •UX/UI Design & Development
- •Multi-Entity ERP Integration (MYOB Exo)
- •Product Catalogue Structuring & Migration
- •SEO Strategy & On-Page Optimisation
- •Google Ads & Meta Ads Campaign Management
- •Email Marketing via Klaviyo
- •Analytics & Conversion Tracking
- •Project Management & Technical QA
The Challenges
Our Solution
AIA partnered with Daiwa Foods to build a custom Shopify Plus B2B ecosystem, tightly integrated with their ERP system (MYOB Exo) and designed to support their national operations.
MYOB Exo Integration
- •Working with integration specialists from CyberWorkshop, we implemented a complex, first-of-its-kind solution:
- •Real-time sync between Shopify and five independent MYOB Exo databases
- •Inventory, pricing, and backorder status pulled directly from Exo
- •Purchase order expected delivery dates displayed dynamically
- •Order routing based on customer state and Exo entity mapping
B2B Shopify Plus Architecture
- •We architected a scalable Shopify Plus structure with dedicated expansion stores per state, using advanced native B2B features:
- •Multi-store Shopify Plus environment to reflect Daiwa's five separate legal entities.
- •Custom pricing tiers, product visibility rules, and shipping logic by location.
- •Customer login gating, pickup location mapping, and order minimums built for wholesale workflows.
- •Intuitive interface to allow fast ordering, including multi-variant add-to-cart from collection pages.
Customer Experience & UX
- •We created a user-friendly experience for busy B2B buyers:
- •State selector pop-up to direct customers to the correct store
- •Tailored shipping and pickup options with area-based delivery days
- •Fast-loading collection pages with smart filters and visual hierarchy
- •Expanded product descriptions imported and structured from existing systems
Omni-Channel Marketing Engine
- •Once the infrastructure was in place, we began building out a long-term marketing growth strategy:
- •SEO targeting high-value categories like sake, rice, meat, and eco-packaging
- •Google and Meta Ads to drive both wholesale interest and retail sales for Ichiba Junction
- •Email marketing flows via Klaviyo for cart abandonment, reorders, and segmentation
- •Product content enhancement, keyword optimisation, and analytics tracking setup
"Working with AIA has allowed us to take a major step forward. From the site architecture to the technical integrations, they've understood the complexities of our business and delivered a system that sets us up for long-term growth."
— Charles, Director at Daiwa Foods
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