How WXB Grew E-commerce Revenue by 55% With B2B-Focused SEO
A California waxing supplies company only ranking for branded terms — and attracting retail buyers when they needed wholesale clients.
+55%
E-commerce revenue
+19%
Organic clicks
+70%
Impressions growth
5.3
Average position
The Client
Industry
E-commerce / Beauty Supplies
Size
5–15 employees
Location
California, USA
The Challenge
WXB sold professional waxing supplies to salons, estheticians, and beauty professionals — a B2B wholesale business. But their SEO was entirely branded, meaning they only appeared when someone specifically searched for "WXB" — not for the wholesale waxing supplies terms that their actual buyers used.
Additionally, the traffic they did get was often retail-intent visitors who were looking to buy small quantities for personal use, not the professional buyers who would place bulk wholesale orders.
Their Shopify store's collection structure wasn't optimized for the keywords that wholesale buyers used, and their product pages lacked the structured data and content needed to rank for commercial terms.
The Approach
- 01
Wholesale-intent keyword research: Identified and prioritized keywords with clear B2B/wholesale purchasing intent — "wholesale wax supplies", "professional waxing kits bulk", "hard wax wholesale distributor California" — and rebuilt their content strategy around these terms.
- 02
Shopify collection optimization: Created and optimized new Shopify collections specifically targeting wholesale buyer segments. Rewrote collection page copy to speak directly to professional buyers.
- 03
Structured data implementation: Added comprehensive product schema markup to all product pages, enabling rich snippets in search results that increased CTR.
- 04
Conversion-focused UX for wholesale: Redesigned key pages and CTAs to convert professional buyers — bulk pricing visibility, professional account application, B2B-specific messaging.
The Results
+55%
Revenue ($33.8K vs $21.7K)
+19%
Organic clicks
+70%
Impressions
5.3
Average position
Revenue grew 55% — from $21.7K to $33.8K in the measured period — driven by wholesale buyers who found WXB through non-branded search terms for the first time. Organic clicks increased 19%, impressions grew 70%, and their average position reached 5.3 — giving them consistent first-page visibility for their most valuable commercial terms.
Visual Proof
Shopify dashboard showing 55% revenue increase
GSC showing 70% impressions growth
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