Pizzycle — The Reusable Pizza Box Revolution
Shopify · Custom Liquid · Klaviyo · Germany · Sustainable E-commerce
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Client Details:
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.
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
The Pizza Box Revolution — Pizzycle Shopify Build
Watch how MarkupMarvel built Pizzycle's custom Shopify store — a pixel-perfect design-to-production build for Germany's sustainable pizza box brand, with Klaviyo integration and B2B wholesale functionality.
Custom Shopify Development — Pizzycle Case Study | MarkupMarvel
Pizzycle is a custom Shopify development project by MarkupMarvel — a sustainable German e-commerce brand with React-powered Shopify storefront, Klaviyo email automation, Judge.me reviews, Cloudflare CDN, PayPal and Apple Pay, and Pandectes GDPR compliance. Delivered on time, client delighted.
Our Work Process
- 01Discovery
We analyzed Pizzycle's brand identity, dual customer segments (B2C + B2B), and German market requirements to define the right Shopify architecture
- 02Planning
Custom Liquid theme structure, B2B wholesale section, Klaviyo integration, and payment stack all mapped out before development began
- 03Design
Pixel-perfect Shopify storefront designed — clean, sustainable aesthetic with warm food photography and conversion-focused product pages
- 04Development
Custom Shopify Liquid theme built from design — React components integrated, Swiper sliders, LazySizes performance optimization throughout
- 05Integrations
Klaviyo email automation, Judge.me reviews, Pandectes GDPR cookie compliance, and Trident A/B testing all configured and tested
- 06Payments
PayPal and Apple Pay configured — seamless, trusted checkout experience for German and European customers
- 07B2B
Wholesale section built for restaurant and pizzeria buyers — separate pricing, ordering flow, and content tailored for business customers
- 08Launch
Cloudflare CDN configured, Facebook Pixel installed, full QA completed — delivered on time with a delighted German client
Challenges:
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.
Our Solutions:
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.
Tech Stack
- Shopify
- Custom Liquid
- React
- Klaviyo
Results & Impact
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