Case Study
Building an Integrated D2C and B2B E-Commerce Ecosystem for HELLOSEEN
How CRM Masters connected Shopify, Zoho, Klaviyo, Amazon, and EDI to support a growing beauty and personal-care brand
Shopify
Zoho
Amazon
Klaviyo
Project Overview
Key details about the client, industry, technology stack and project objective.
About the Client
SEEN is a dermatologist-developed haircare and personal-care brand focused on creating products designed for sensitive skin and scalp care. The brand serves consumers through direct-to-consumer (D2C) e-commerce while also supporting professional partnerships and wholesale business relationships.
As its commerce ecosystem spans multiple channels, SEEN requires connected technology to manage customer interactions, online orders, inventory, marketing activities, and B2B relationships. A coordinated digital infrastructure helps support its customer-focused approach while providing a foundation for continued business growth.
Project Background
As SEEN expanded its digital commerce and business operations, connecting its D2C storefront with B2B sales processes, inventory management, marketing automation, and business reporting became increasingly important.
Managing these functions across separate platforms can lead to fragmented customer information, disconnected workflows, and limited visibility into sales and fulfilment activities. The business needed an integrated technology ecosystem that could connect Shopify, Zoho applications, Klaviyo, Amazon, and EDI-based transactions.
CRM Masters Infotech undertook the project to design and develop a connected commerce and business management solution. The objective was to streamline information flow across sales channels, support customer lifecycle engagement, improve coordination between orders and inventory, and provide better visibility into business performance.
The Challenges
As D2C brands expand into multiple sales channels, managing each channel independently can create operational complexity and fragmented customer data.
Key business requirements included:
A Connected Commerce Solution for D2C and B2B Growth
CRM Masters delivered an integrated commerce ecosystem connecting online storefronts, customer engagement, inventory, marketing automation, business intelligence, and multi-channel sales operations.
D2C Storefront and E-commerce Experience
CRM Masters implemented Shopify design and development to establish the digital storefront, supporting product discovery, online purchasing, order capture, and connections with downstream business systems.
Customer Engagement and Sales Management
Zoho CRM centralizes customer data, sales pipelines, B2B accounts, buyer relationships, sample order follow-ups, and influencer and partner records. It can also support abandoned-cart follow-ups through appropriate integrations.
Inventory and Fulfilment Operations
The Shopify–Zoho Inventory integration connects online orders with inventory records, order processing, and fulfilment workflows, improving coordination between sales and warehouse operations.
Business Intelligence and Reporting
Zoho Analytics brings relevant sales, order, inventory, channel, B2B pipeline, and sample order data into consolidated reports to help teams analyse performance and identify business trends.
Marketing Automation and Customer Lifecycle
Klaviyo supports customer segmentation, abandoned-cart recovery, targeted promotions, post-purchase engagement, and repeat-purchase campaigns across the D2C customer journey.
Extended Commerce and B2B Connectivity
Amazon and EDI connectivity extends the commerce architecture beyond the brand's storefront, helping align channel transactions with order management, inventory, fulfilment, and B2B buyer workflows.
Business Benefits
The integrated solution is designed to help SEEN achieve the following operational benefits:
About CRM Masters Infotech
At CRM Masters, we help businesses connect their commerce platforms with CRM, inventory management, marketing automation, and business intelligence systems.
Our focus goes beyond building an online storefront. We design integrated business processes that help organisations manage customer relationships, streamline operations, and gain visibility across their sales channels.
For D2C and omnichannel brands, this means creating a connected technology ecosystem that supports both customer-facing commerce and the operational processes behind it.
Planning to scale your D2C or omnichannel business?
CRM Masters can help you connect e-commerce, CRM, inventory, marketing automation, and analytics into a unified business ecosystem.
Looking to Connect Your E-Commerce Platform with Your Inventory or ERP System?
CRM Masters helps businesses integrate e-commerce platforms, inventory management systems, and business applications to create connected, scalable workflows.
