B2B + B2C commerce & operations
Excel Kitchen
B2B + B2C commerce, digital quotations, CRM and operations in one commercial platform.
A bilingual commercial platform connecting product discovery, RFQs, quotations, orders, CRM, marketing and fulfilment for a UAE commercial kitchen equipment business.
Commercial kitchen equipment does not follow one checkout journey. Some products are direct-purchase, while others require RFQs, technical discussion, quotation revisions, deposits, fulfilment and documents.
We created a Laravel-based bilingual commerce ecosystem with a public storefront, customer portal, RFQ-to-quotation workflow, generated PDFs, CRM, order and payment tracking, warehouse operations and marketing tools.
The parts of the project that do the actual work.
Hybrid B2B + B2C
Direct-purchase and quote-only products coexist with context-specific CTAs.
RFQ → quotation → order
Quotation PDFs, revisions and buyer acceptance connect the sales flow.
CRM workspace
Customer records connect enquiries, quotations, orders and history.
Inventory & fulfilment
Stock, reservations, shipments and warehouse movements support operations.
Marketing operations
Email, WhatsApp, segmentation and SEO tools support ongoing growth.
English + Arabic
Storefront and administration support bilingual and RTL workflows.
Smart product CTA logic
Per-product rules decide whether the buyer sees Add to Cart or Request a Quote.
Digital PDF quotation workflow
Branded quotations, revisions, share links, customer acceptance and downloads stay inside one sales flow.
Photo request workflow
Customers can upload equipment photos and request product identification, information or pricing support.
Customer portal
Profiles, addresses, order history, RFQs, quotations and tracking are available from one customer account.
SEO, content & Google Merchant
Technical SEO controls, structured content, image tools and Merchant feeds support product discovery beyond the storefront.
A real interface from the system we built.
The product and engineering decisions behind the result.
Modelled the real commercial journey
The system follows discovery → RFQ → quotation → revision → approval → order → fulfilment.
Separated commerce rules from layout
Direct-purchase and quote-only behavior is driven by product rules instead of hard-coded pages.
Protected critical conversions
Quotation-to-order actions use controlled operations to prevent accidental duplicate commercial events.
Tested the sales pipeline
The documented build includes 95 tests and 306 assertions across critical workflows.
From the first action to the outcome, the workflow stays connected.
Product discovery
Customer finds products by category, brand, search or business use.
Purchase or RFQ
Product rules determine direct purchase or quotation request.
Digital quotation
Admin prepares pricing, terms and revisions.
Buyer decision
Customer accepts, revises or continues into the order flow.
Fulfilment & reporting
Orders, payments, stock and shipment remain connected.
A sales platform that continues working after the customer clicks “Request a Quote.”
Customers get a clearer route to buy or request a quote, while the internal team gains one connected commercial workflow from catalogue management through fulfilment.
