As a wholesaler, your website serves a diverse audience. Some of your customers are tech-savvy and love granular filtering options, while others may not even know how to copy and paste using cmd+c / cmd+v. Catering to all these user preferences requires a smart and intuitive approach that simplifies the shopping experience for everyone.
After testing across a variety of wholesale websites with customers of different ages and technical abilities, here’s what we’ve found—and how you can use these insights to improve your site.
Cater to Younger Customers with Advanced Filters
Younger, more computer-literate customers love advanced filters. These tools allow them to:
✔ Narrow down their searches with precision.
✔ Reduce the overwhelming number of options to a manageable selection.
✔ Find exactly what they need faster.
Advanced filters are especially helpful for new customers who don’t know your catalogue well. By offering filters for attributes like size, color, material, or price range, you make it easier for them to navigate your product listings and make a purchase.
Support Older Customers with AJAX Search
Older customers or those who are repeat buyers often know exactly what they’re looking for. They want to:
✔ Type in a SKU number or product name and go straight to the item.
✔ Avoid wading through filters or categories.
AJAX search is the perfect solution. It displays instant results as they type, allowing them to quickly find and select the products they need.
Simplify Browsing with Click-Through Categories
For customers who like to browse—particularly older customers or long-time buyers familiar with your products—click-through categories are ideal. These customers want to:
✔ See all products in a category without unnecessary filtering.
✔ Avoid “AND” filters that require them to uncheck options before selecting new ones.
To make this work:
- Use infinite scroll to load products dynamically as customers browse. This prevents slow load times from displaying too many products at once while keeping the experience seamless.
The Bonus Super Hack: “Order Again” Functionality
No matter your customers’ age or technical ability, reordering functionality is a game changer. Imagine how much time your customers would save if they could simply:
✔ View their order history.
✔ Click “Order Again” to repurchase their usual items in seconds.
Why This Works
For less technical customers, this feature can save hours of effort—no more navigating the site, searching for SKUs, or rebuilding orders from scratch. We’ve seen examples where customers saved 5+ hours a month with this functionality alone!
Double Bonus: It Works for You Too
If you’re the type of wholesale shop owner who sometimes places orders for customers before picking the items, this feature will save you hours as well. With just a few clicks, you can place routine orders for your customers and move on to fulfillment faster.
Bringing It All Together
Here’s how to create a website that caters to your diverse customer base:
- Advanced Filters: Help younger and new customers narrow their search results and find what they need quickly.
- AJAX Search: Enable experienced customers to locate specific SKUs or products instantly.
- Click-Through Categories: Allow customers to browse entire categories without unnecessary filters, supported by infinite scrolling for smooth performance.
- “Order Again” Feature: Save everyone time with a simple reordering option that works directly from the customer dashboard.
Why It Matters
A smart, intuitive shopping experience isn’t just about convenience—it builds loyalty. Customers who find it easy to shop on your website are far more likely to return, recommend you to others, and place larger orders. By catering to the specific needs of your audience, you’ll increase sales, improve satisfaction, and save time for everyone involved.
Ready to Transform Your Wholesale Website?
Let us help you implement advanced filters, AJAX search, infinite scrolling, and “Order Again” functionality to improve your customers’ experience—and save hours of time for you and your buyers.