What did shakalakaa do for Nomad Coffee Group?

Rebuilt the group's brand stores on one Shopify Plus architecture, built a self-serve B2B wholesale portal with tiered pricing and Net 30 terms, connected Shopify Plus to NetSuite and the roastery, built subscription tooling, and ran national technical SEO.

What were the results?

From January to August 2026: wholesale portal orders from AUD 145,000 to AUD 495,000 a month, organic visits from 18,400 to 70,800 a month, mobile largest contentful paint from 3.8 s to 0.82 s, and active subscribers from 840 to 4,280.

Why build a wholesale portal instead of taking orders by phone and email?

Cafés reorder the same beans every week against a cut-off. A portal with their own pricing and a one-tap re-order list lets them do it in seconds, and sends each order straight to the roastery without anyone re-keying it.

Which markets does this cover?

Australia and New Zealand. The group's brands, wholesale cafés and search visibility span both countries; the organic figures cover both, and orders are fulfilled from the roastery in Truganina, Victoria.

Food and beverage Australia

Nomad Coffee Group: Shopify Plus and B2B Wholesale in Australia, from AUD 145,000 to AUD 495,000 a Month

One Shopify Plus architecture across Nomad Coffee Group's roaster brands, a self-serve B2B wholesale portal for partner cafés, subscription tooling and national technical SEO — measured in wholesale orders, subscribers and organic visits.

The client

Nomad Coffee Group is a specialty coffee group operating in Australia and New Zealand. Its brands include Veneziano Coffee Roasters, Flight Coffee, Black Bag Roasters and Coffee Hit. It sells wholesale to more than 700 partner cafés, retail and subscriptions to home and office drinkers, and contract roasting to other brands, supplied from a 4,000 m² roastery in Truganina, Victoria.

The problem

At the start of 2026 wholesale orders through the legacy portal ran at about AUD 145,000 a month. Organic search brought about 18,400 visits a month, the mobile storefront converted 1.6% of visitors with a 3.8-second largest contentful paint, and about 840 people held an active subscription. An order could take up to 24 hours to reach the roastery's systems.

What we did

One group architecture. A parent taxonomy connecting the group to its flagship brand stores with canonical authority, rebuilt on Shopify Plus with a headless storefront.
Self-serve wholesale portal. Tiered and contract pricing for 700+ cafés, a quick re-order list that repeats a weekly bean order in under 30 seconds, and Net 30 credit terms with invoicing synced to Xero and NetSuite.
Speed. Third-party scripts stripped, CSS split into small bundles, browser resource hints enabled, an AVIF and WebP image pipeline that cut catalogue page weight by 74%, and fixed aspect ratios on grids, banners and review widgets.
Search. Programmatic single-origin pages (Ethiopia, Colombia, Kenya) with altitude, producer and cupping-score schema; café-supply pages for capital-city searches such as wholesale coffee beans in Melbourne; contract-roasting pages for Black Bag Roasters; and location schema for Richmond, the Melbourne Airport flagship and Brisbane.
Subscriptions. A self-serve portal to pause, skip or swap blends, a four-step "Find your roast" quiz converting 28% of those who start it, and a rewards scheme that sends a limited-release sample every fourth delivery.
Systems. Custom API middleware linking Shopify Plus to NetSuite and to the roastery's batch management and packing lines, single sign-on for café partners across ordering, equipment and barista training, and a checkout hardened for limited-release launches.

What we delivered

700+

partner cafés on tiered pricing

Customer tags, volume discounts and contract price schedules in one portal.
< 30 s

for a café to repeat its weekly order

A mobile quick re-order list built for baristas before cut-off.
−68%

manual sales administration

Net 30 terms and invoicing synced automatically to Xero and NetSuite.
< 5 s

from order to roastery systems

Custom middleware between Shopify Plus, NetSuite and the Truganina roastery.

Deliverable counts, supplied by shakalakaa. Not performance metrics.

Results (January–August 2026)

Metric	Before	After
Wholesale portal orders a month	AUD 145,000	AUD 495,000 (3.4×)
Organic visits a month (Australia and New Zealand)	18,400	70,800 (+285%)
Keywords in Google's top three	—	180+
Page-one queries	—	640+
High-intent B2B organic clicks	—	+310%
Featured snippets held	—	42
Mobile largest contentful paint	3.8 s	0.82 s (−78%)
Mobile PageSpeed score	42	98
Cumulative layout shift	0.18	0.01
Mobile storefront conversion	1.6%	4.24% (+165%)
Active coffee subscribers	840	4,280 (5.1×)
Subscription churn	—	−42%
Order processing to roastery systems	up to 24 h	under 5 s
Oversell incidents recorded	—	none, January–August 2026
Automated warehouse pick rate	—	99.4%

Sources: Shopify Plus B2B analytics and NetSuite ERP order logs (wholesale orders, order processing), Google Search Console for Australia and New Zealand and GA4 (visits, clicks), Ahrefs and Google Search Console (rankings, snippets), Google PageSpeed Insights and the Chrome User Experience Report (speed), Recharge and Shopify Plus subscription analytics (subscribers, churn), and NetSuite event telemetry with Shopify Plus API logs (inventory and pick rate).

What this means for your specialty coffee group

The plain-language version. In eight months Nomad Coffee Group's cafés moved their ordering online: portal orders grew from about AUD 145,000 to AUD 495,000 a month. Organic visits nearly quadrupled, mobile pages load in under a second, and the subscription base grew from 840 to 4,280 while fewer subscribers left. Orders now reach the roastery in seconds rather than a day.

What this says about shakalakaa: for a multi-brand Australian group we handle Shopify Plus development, the integration work behind it and SEO as one programme, measured in the client's own orders and subscribers.

Related at shakalakaa: See our web design and development in Australia or the pricing guide. Working with a large brand? See how we work with large brands in Australia.