Product discovery catalogue for a B2B food importer and distributor focusing on education, search and discoverability.
Sapori had the range to compete but no scalable way to prove it. Without ecommerce operations or public pricing, the challenge was to build enough product confidence that buyers would initiate enquirys without a price as the trigger. So I designed a discovery catalogue that borrows the patterns buyers already trust from ecommerce to build credibility and convert intent into sales leads.
End-to-end design & delivery
Lack of available merchandised product data, new business with operational constraints, no public pricing
01 Leading with Positioning
02 Designing for Intent
I prioritised the navigation to serve three types of intent in order: contact first for high-intent buyers, search for those with a product in mind, and browse for discovery.
From the chef who's been burned by an unreliable supplier to the hotel manager quietly upgrading their kitchen - the catalogue is designed to meet buyers in these moments and turn intent into a conversation.
03 Designing with familiarity
Buyers already know how to use ecommerce: the filtering, the search, the product grids. So rather than reinvent the interaction model, I borrowed it.
The familiarity lowers the barrier to exploration and keeps the focus on the products, not the interface.
04 Letting information do the work
The product detail page is designed to let the products speak — rich imagery, clear specs, provenance, and related products, all structured to be easy to scan.
Because the catalogue is built with SSR, every product page is indexable, turning a B2B catalogue into a top-of-funnel search asset.
And with the lead generation mechanic already in place, it lays the foundation for ecommerce functionality when the business is ready.
05 Whats Next
The catalogue is currently in development and due to launch in mid-2026. It will be measured against inbound enquiry volume, organic search ranking for product and category terms, and its role in shortening the sales cycle for new account acquisition.