Pizzycle — The Reusable Pizza Box Revolution

Shopify · Custom Liquid · Klaviyo · Germany · Sustainable E-commerce

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Client

Pizzycle is a German-based sustainable innovation company behind a revolutionary product — the world’s first reusable pizza box. They serve two completely distinct customer segments — direct consumers (B2C) buying individual boxes, and wholesale buyers (B2B) including restaurants and pizzerias ordering in bulk. MarkupMarvel delivered two separate Shopify stores — pizzycle.com for consumers and b2b-pizzycle.com for wholesale buyers — connected seamlessly via the main navigation, creating a unified brand experience across two independent platforms.

Pizzycle mobile view showing pizza business blog and customer reviews — Shopify store built by MarkupMarvel

Project Goals

→ Build two separate Shopify stores — pizzycle.com (B2C) and b2b-pizzycle.com (B2B wholesale) — from the same design system
→ Connect both stores seamlessly via the main navigation — unified brand experience across two platforms
→ Serve wholesale buyers (restaurants, pizzerias) with dedicated B2B pricing, ordering flow, and content
→ Integrate Klaviyo for email marketing automation across both stores
→ Set up Judge.me reviews on the B2C store for social proof and conversion
→ Configure PayPal and Apple Pay for seamless checkout on both platforms
→ Deliver both stores on time for a demanding German client

Pizzycle product specifications mobile page — custom Shopify Liquid development by MarkupMarvel

Problems

Pizzycle B2B wholesale section for restaurant and pizzeria buyers — custom Shopify store by MarkupMarvel

1. Two separate Shopify stores from one design system Building and maintaining brand consistency across two independent Shopify stores — pizzycle.com and b2b-pizzycle.com — while serving completely different customer needs and ordering flows was the core architectural challenge.

2. B2B wholesale store architecture The b2b-pizzycle.com store needed a completely different content strategy, pricing structure, and user flow tailored specifically for restaurant and pizzeria buyers — not a simple reskin of the consumer store.

3. Seamless cross-store navigation Linking both stores via the main menu required careful URL and navigation architecture — ensuring customers land on the right store for their needs without confusion or friction.

4. Pixel-perfect execution for a demanding German client The client had very specific design expectations across both stores — every section, spacing, and typographic detail needed to match the provided designs exactly, with no compromises.

Solutions

Pizzycle reusable pizza box product hero — custom Shopify development by MarkupMarvel for German sustainable brand

1. Dual Shopify Store Architecture We built two independent Shopify stores — pizzycle.com for direct consumers and b2b-pizzycle.com for wholesale buyers — each with its own custom Liquid theme, content strategy, and conversion flow, while maintaining a consistent brand identity throughout.

2. Dedicated B2B Wholesale Experience The b2b-pizzycle.com store was purpose-built for restaurant and pizzeria buyers — dedicated wholesale pricing, bulk ordering functionality, business-focused content, and a streamlined procurement experience completely separate from the consumer journey.

3. Unified Navigation Bridge Both stores are connected via the main navigation — a seamless cross-store linking architecture that guides each customer type to their correct destination without confusion, maintaining a single cohesive brand experience across two platforms.

4. Pixel-Perfect Custom Liquid Execution Every design detail was implemented precisely across both stores in custom Shopify Liquid — spacing tokens, typography scales, and component behaviors all matched the provided designs exactly, delivering a premium result that delighted the German client.