The NCAT USA Shopify Hybrid Commerce Construction Project
1. Project Introduction
The NCAT USA Shopify Hybrid Commerce implementation project is a case study of building an online/offline Hybrid Commerce using Shopify Commerce and Shopify POS, establishing a sales structure where B2C general consumers and B2B business customers coexist.
2. Project Overview
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Category |
Description |
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Project Name |
NCAT USA Shopify Hybrid Commerce Implementation |
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Client |
NCAT USA |
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Site Type |
B2B + B2C Hybrid Commerce / Commerce linked with Shopify POS |
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Platform |
Shopify Commerce / Shopify POS |
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Status |
Completed |
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URL |
https://app.ncatamerica.com/ |
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Key Keywords |
Hybrid Commerce, B2B/B2C, Shopify Commerce, Shopify POS, Online/Offline Commerce, UX by Customer Type, Operational Efficiency |
The NCAT USA project is a case study of implementing Hybrid Commerce, which requires both a B2C online commerce for general consumers and a B2B customer response structure for business clients. It was not merely about building an online store to list and sell products, but a project that considered how different customer types could explore products, make purchases, or proceed to inquiries.
In this project, Shopify Commerce was utilized as the core foundation to construct the basic online purchasing experience, including online product exploration, detailed product information, shopping cart, and checkout. Simultaneously, Shopify POS was considered as an operational tool for offline or in-person sales touchpoints, aiming to connect online commerce and POS operations within a single sales channel structure.
The NCAT USA project is particularly significant because it considered UX by customer type, product information structure, sales channel operations, and operator management convenience within a commerce environment where both B2C and B2B coexist. Shopify provides a usable structure for global commerce implementation and operation, POS integration, and B2B scalability. Concentrix's Shopify introduction materials also highlight Shopify's capabilities for integrated online/offline operations and B2B applicability as key strengths.
3. Implementation Background
For brands or companies with both B2B and B2C commerce, simply building an online store is not enough. General consumers expect a quick experience to explore products, check prices, options, shipping, and payment flows, then proceed to purchase. Business customers, on the other hand, may require more review-centric information such as product specifications, bulk purchase possibilities, quotation or consultation availability, and terms for recurring purchases or transactions.
The NCAT USA project was conducted with these differences in mind, aiming to build a commerce operating foundation where B2C purchase flows and a B2B customer response structure coexist. Since product exploration, information provision, and conversion paths (purchase or inquiry) can differ by customer type, it was crucial to analyze customer flows separately during the initial planning stage.
Furthermore, this project was not limited to online commerce. By utilizing Shopify POS, it considered offline sales touchpoints, in-store or on-site sales operations, and the connectivity between online commerce and POS operations. This became an important criterion for creating a structure that allows operators to manage products, customers, and sales channels more efficiently.
Implementation Direction
- Design a Hybrid Commerce structure that can be used by both B2C general consumers and B2B business customers.
- Configure product exploration, product details, shopping cart, and checkout flows based on Shopify Commerce.
- Consider an information structure that allows B2B customers to review product information and proceed to inquiries or consultations.
- Examine offline or on-site sales touchpoints using Shopify POS.
- Aim for a structure where online/offline sales channels are not separate but connected from an operational perspective.
- Consider operational flows that make it easy to manage products, customers, orders, and sales channels within the Shopify Admin.
- Review screen configurations to ensure customers can naturally explore products and navigate the purchase flow in a mobile environment.
4. Key Screen and Feature Configurations
4-1. Online Product Exploration / Product List
The online product exploration area is a critical entry point where both B2C and B2B customers first check product information. In the NCAT USA project, the screen was configured around a product list and category-based exploration structure to allow customers, regardless of type, to easily understand and explore products.
For B2C customers, the product list is a screen that helps with quick purchasing decisions. When product images, names, key information, prices, or main attributes are clearly visible, users can quickly select products of interest. For B2B customers, on the other hand, the product list serves to filter information needed during the product review process prior to purchase.
Therefore, it was important that the product list was not just a simple display of many products, but configured with a focus on product images and key information, creating a natural UX flow that leads to the product detail page. We examined the information hierarchy and navigation paths to ensure that customers could discover products, check additional information, and proceed to purchase or inquiry.
4-2. Product Detail Page
The product detail page is a core screen where B2C customer purchasing decisions and B2B customer product reviews occur simultaneously. In the NCAT USA project, the product detail page was viewed not merely as a product description screen, but as an information provision screen that supports decision-making by customer type.
For B2C customers, product images, prices, options, product descriptions, purchase buttons, and shopping cart entry flows must be clear. Users should be able to quickly understand product features, select options and quantities, and proceed to purchase.
For B2B customers, the product detail page serves as the starting point for product review. Rather than exaggerating specific B2B-only features, it was important to have a structure that allows business customers to check product information and assess the possibility of quotations or inquiries. Product information, options, descriptions, and purchase or inquiry paths needed to be clearly organized so that B2B customers could quickly grasp the necessary information.
As a result, the product detail page was configured as a screen that considers both purchase conversion and consultation/inquiry conversion. The key was to provide a direct purchase flow for general consumers and to establish a foundation for product review and subsequent communication for business customers.
4-3. B2C Purchase Flow
The B2C purchase flow is the basic conversion flow of online commerce, from product selection to shopping cart and checkout. In the NCAT USA project, we focused on the flow of Product Detail → Shopping Cart → Checkout to ensure that general consumers could explore products and move to the purchase stage without unnecessary abandonment.
In the shopping cart, users should be able to clearly confirm selected products, quantities, options, and price information. Especially for B2C customers, they reconfirm product information and payment terms at the final stage before purchase, so clarity of information and stability of screen navigation are crucial.
We also reviewed the usability of purchasing in a mobile environment. Mobile users have smaller screens and navigate via touch, so option selection, quantity changes, shopping cart entry, and checkout navigation must be intuitive. In the NCAT USA project, these basic purchase flows were reviewed from a screen and QA perspective to ensure stable operation.
4-4. B2B Customer Response Structure
The B2B customer response structure for the NCAT USA project was designed around an information structure and operational flow that considers business customers' purchase review and consultation needs, rather than exaggerating separate, highly advanced B2B features.
B2B customers may review products differently from general consumers. Instead of immediately purchasing a single product, they might compare several products, check for bulk purchase possibilities, or require detailed product information for internal review. Therefore, it was important for product information to not just be a simple consumer-oriented description, but to be organized to a level that business customers could also review.
Furthermore, B2B customers may require additional communication regarding pricing, quantity, terms, delivery times, and consultation availability. In this project, instead of assuming unconfirmed detailed features, the B2B response flow was reviewed from the perspective of a commerce structure that considers product information, quotations/inquiries, and bulk purchase possibilities.
From an operational perspective, B2B customer response is also important. Operators must be able to categorize inquiries by customer type, manage product information, and follow up as needed. To this end, the information structure and screen flow were reviewed together to ensure that the B2C purchase experience and the B2B review flow did not conflict.
4-5. Shopify POS Operational Touchpoints
Shopify POS was an important element in the NCAT USA project for considering both online commerce and offline sales touchpoints. This project aimed to build a Hybrid Commerce structure that considers offline sales or on-site sales touchpoints, not just an online store.
Shopify POS is an operational tool that can be used in various offline sales situations such as stores, pop-ups, exhibitions, and on-site sales. In the NCAT USA project, the direction was to ensure that offline sales touchpoints, through Shopify POS, were not separate from online commerce but could be managed together from the perspective of product and sales channel operations.
In particular, the connectivity of online product information, customer information, sales information, and POS operations is a crucial standard in Hybrid Commerce. If an operator manages online commerce and POS sales channels as separate systems, operational complexity can increase. Conversely, by considering Shopify Commerce and Shopify POS together, even if the sales channels are different, the operator can manage product and sales flows in a more consistent manner.
4-6. Operational Management Structure
In the NCAT USA project, we prioritized a structure that makes it easy for operators to manage products, customers, sales channels, and order information. In Hybrid Commerce, as customer types and sales channels diversify, operational complexity can increase, so it is necessary to consider the operational management structure together during the initial implementation phase.
Shopify Admin serves as the foundation for performing basic operational tasks such as product registration, product information modification, order confirmation, customer management, and sales channel management. In the NCAT USA project, based on the premise of operational convenience with Shopify Admin, the structure was reviewed in a way that could consider both online orders and POS sales operations.
Furthermore, considering the potential for an increase in product count, expansion of sales channels, and changes in operational policies by customer type in the future, we aimed for an expandable commerce operational structure. This is an approach that considers not only the short-term site launch but also operational stabilization and scalability after launch.
5. Features from a Hybrid Commerce Perspective
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Perspective |
Application Direction |
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B2C Purchase Experience |
Configure a purchase flow that allows general consumers to naturally move from product exploration to shopping cart and checkout. |
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B2B Customer Response |
Consider an information structure that allows business customers to review product information and check the possibility of inquiries or consultations. |
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Shopify POS Utilization |
Examine POS operational flows to support offline or on-site sales touchpoints. |
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Online/Offline Sales Connection |
Review online commerce and POS sales channels from a connected operational perspective, not as separate structures. |
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Product Information Structure |
Compose product information that can be used for both B2C purchase decisions and B2B product reviews. |
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UX by Customer Type |
Organize exploration, purchase, and inquiry flows considering the different objectives of general consumers and business customers. |
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Operational Convenience |
Aim for a structure that makes it easy to manage products, customers, orders, and sales channels based on Shopify Admin. |
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Scalability |
Consider an operational foundation that can respond to future product expansion, sales channel growth, and changes in customer response methods. |
The NCAT USA project is not just a case of utilizing Shopify as a platform for building an online store. The core of this project is that it built a Hybrid Commerce operating foundation, considering both Shopify Commerce and Shopify POS in a commerce environment where B2B and B2C customers coexist.
B2C customers needed intuitive product exploration and an online purchasing experience, while B2B customers required a structure that allowed for product information review and subsequent inquiries or consultations. By also considering offline sales touchpoints using Shopify POS, the project aimed for a commerce structure that could operate both online and offline, going beyond a simple online store.
6. PM Execution Points
6-1. B2B/B2C Requirement Classification
In the NCAT USA Hybrid Commerce implementation, classifying and organizing B2B and B2C requirements was crucial in the initial stages. General consumers and business customers may have different purchasing objectives, review criteria, and conversion methods even when looking at the same products.
For B2C customers, quick product exploration, clear price and option confirmation, and shopping cart/checkout flows are important. For B2B customers, however, factors like sufficiency of product information, possibility of inquiry or consultation, potential for bulk purchase review, and confirmation of business terms may be more critical.
From a PM perspective, product exploration, purchase flow, and inquiry/customer response flows were categorized based on these differences. The key was to ensure that screen configurations and operational flows did not lean too heavily towards one customer type.
6-2. Organizing Customer-Specific Flows
In the NCAT USA project, organizing customer-specific flows was important. For B2C customers, the core is a flow that quickly leads to product discovery and purchase, while for B2B customers, it's a flow that allows for thorough product information review and, if necessary, leads to consultation or inquiry.
To achieve this, from a PM perspective, flows were organized based on how customers enter the product list, what information they check on the product detail page, and how they then proceed to purchase or inquiry.
Especially in Hybrid Commerce, while customer-specific flows sometimes need to be completely separate, in many cases, users with different objectives explore within the same product information structure. Therefore, it was important to keep the common UX simple while also considering an information flow that allows B2B customers to conduct additional reviews.
6-3. Reviewing Shopify POS Operational Flow
In projects utilizing Shopify POS, the operational flow must be reviewed from a sales channel perspective to ensure online commerce and offline sales operations do not conflict. In the NCAT USA project, POS was not merely an auxiliary function but was considered an operational element supporting offline or on-site sales touchpoints.
From a PM perspective, we reviewed how online product information and POS sales operations are connected, what criteria operators should use to manage products and sales channels, and whether the basic operational flows that may occur at offline sales touchpoints conflict with the online commerce structure.
A crucial criterion in this process was to view online/offline sales channels not as separate experiences but as a connected operational structure. By considering Shopify Commerce and Shopify POS together, operators can manage the sales structure in a more consistent manner, even with diverse customer touchpoints.
6-4. Screen Configuration Review
Screen configuration review focused on product lists, product detail pages, shopping carts, checkout, and inquiry/customer response areas. Given that the NCAT USA project involved both B2B and B2C customers, it was crucial that each screen functioned according to the objectives of each customer type, rather than just looking aesthetically pleasing.
For product lists, we reviewed whether product information was sufficiently identifiable, if navigation to the detail page was natural, and if the category exploration flow was easy to understand. On product detail pages, we checked if images, prices, options, descriptions, and purchase/inquiry paths were clearly structured.
We also considered the product/sales structure linked to POS operations. To ensure that online product information did not cause operational confusion at offline sales touchpoints, reviewing both the screen and operational flow together was a key role for the PM.
6-5. QA and Launch Preparation
QA and launch preparation for the NCAT USA project were conducted by simultaneously verifying online purchase flows and Hybrid Commerce operational flows. This involved not only checking if screens were displayed correctly but also ensuring there were no issues in the customer's actual journey from product exploration to purchase or inquiry.
Key QA items included product display, link navigation, option selection, quantity changes, shopping cart functionality, checkout flow, mobile screens, customer-specific navigation paths, and inquiry/customer response areas. Basic flows related to Shopify POS operation were also reviewed to ensure that online commerce and offline sales touchpoints did not conflict from an operational perspective.
During the launch preparation phase, it was important to organize essential pre-launch checks and confirm that operators could manage products, orders, customers, and sales channels after launch. Especially in Hybrid Commerce projects, operational stability after launch is as crucial a criterion as site opening.
7. NCAT USA Shopify Hybrid Commerce Case Summary
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Category |
Details |
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Client |
NCAT USA |
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Project |
NCAT USA Shopify Hybrid Commerce Implementation |
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Type |
B2B + B2C Hybrid Commerce / Commerce linked with Shopify POS |
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Platform |
Shopify Commerce / Shopify POS |
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Status |
Completed |
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URL |
N/A |
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Scope |
Online product exploration, product details, B2C purchase flow, B2B customer response structure, Shopify POS operational touchpoints, operational management structure review |
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Key Focus |
B2B/B2C UX by customer type, online/offline commerce connection, Shopify POS utilization, operational efficiency |
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PM Role |
Requirement classification, organization of customer-specific flows, POS operational flow review, screen configuration review, QA, launch preparation |
Project Key Points
The NCAT USA project is a case study of building Hybrid Commerce in an environment where B2B and B2C customers coexist, utilizing Shopify Commerce and Shopify POS to consider both online and offline sales touchpoints. For general consumers, online product exploration and purchase flow were crucial, while for business customers, a structure that allowed for product information review and the possibility of consultation or inquiry was necessary. By also considering offline sales touchpoints using Shopify POS, a sales channel operating foundation beyond a simple online store was established.
The scope of implementation focused on product lists, product detail pages, B2C purchase flow, B2B customer response structure, Shopify POS operational touchpoints, and operational management structure to configure UX by customer type and sales channel operational flows. In particular, the product information structure had to support both B2C purchasing decisions and B2B product reviews, and online commerce and POS operations were reviewed in a way that operators could manage efficiently.
From a PM perspective, the project was executed with a focus on B2B/B2C requirement classification, organization of customer-specific flows, Shopify POS operational flow review, screen configuration review, QA, and launch preparation. This case study focuses on the structure designed and operational flows reviewed in a commerce environment with complex customer types and sales channels, rather than exaggerating unconfirmed features or outcomes.