Online Store Karasey.net

Karasey.net: A Digital Ecosystem for Seafood Sales with Smart Audience Segmentation

When the Karasey.net brand approached us, the task went far beyond redesigning an existing website. We had to create a unified platform that could serve fundamentally different audiences at the same time — retail customers and wholesale clients — naturally, without confusion or unnecessary barriers for either group.

The brand, with over 13 years of experience in seafood delivery across Ukraine, already had an established customer base and a clear understanding of its pain points. Our task was to translate that experience into a digital product that sells, retains customers, and scales.

Challenge #1: How to serve two completely different audiences within one platform?

A retail buyer and a restaurant chef have different behavior patterns, different expectations, and different pricing realities. Combining them in one product without sacrificing convenience for either side is a non-trivial architectural task.

We solved it through smart segmentation: the platform has a single administrative foundation with a shared product database, while each audience receives a personalized experience — its own prices, its own minimum order threshold, and its own logic of interaction with the catalog.

• Separate audience logic: Retail and wholesale clients work within one platform but follow different purchasing scenarios.
• Personalized terms: Each group sees its own prices, minimum order amount, and catalog interaction model.
• Isolated client databases: Registration in one part of the platform does not grant access to the other.
• Transparent analytics: Orders are filtered by source, giving the business a clear view of each direction separately.

For the business, this means full control over pricing policy without the risk of wholesale terms leaking into retail.

Challenge #2: How to communicate what the buyer cannot see with their own eyes?

The Karasey.net team had spent years refining the physical side of the process: thermal packaging, insulation, ice during the warm season, multilayer containers, and pre-shipment checks. All of this already existed as a real operational practice. But an online buyer does not see it.

For them, ordering a perishable product online always carries a certain risk, even if the seller has 13 years of flawless logistics behind them.

• Perception instead of quality problem: The quality process already existed. The task was to show it convincingly online.
• Detailed infographics: We visualized the order preparation process step by step.
• Trust at key decision points: The infographic was embedded into the homepage and product page.
• Social proof: Screenshots of real reviews from Google and social media strengthen trust exactly where it matters.

As a result, before placing an order, the buyer already understands: behind this website there is a real and responsible process.

Challenge #3: How to simplify the choice for those who do not know exactly what to order?

The store’s assortment includes more than a dozen categories, from basic sushi ingredients to delicacies and beer snacks. For a homemaker visiting the website for the first time, this can look like a maze.

We solved this through several layers of navigation, helping users move from uncertainty to a specific purchase scenario.

• Structured catalog: Clear categories open directly in the website header.
• Editorial product blocks: Recommended items, discounts, and seasonal offers guide the buyer from the homepage.
• Thematic labels: “For sushi”, “With beer”, “Bestseller”, “Overnight delivery” help users quickly understand whether a product fits their need.
• Named favorite sets: In the personal account, users can create their own sets, such as “For New Year” or “For a birthday”.
• Repeat purchase in one click: The entire saved set can be moved to the cart instantly, while the set itself remains saved.

This turns repeat purchases into a matter of seconds and makes the catalog easier to navigate even for first-time visitors.

Challenge #4: How to automate operational processes and reduce the workload on managers?

At the time of the request, a significant part of the routine was handled manually by the team: order processing, waybill generation, and stock clarification. This slowed down response speed and created a risk of errors on peak days.

We built an automation chain from order to shipment, removing manual steps from the critical operational path.

• Integration with Ultra: Every placed order is instantly transferred to the internal accounting system without a single manual step.
• Automatic Nova Poshta waybills: Waybill generation no longer requires separate manual work.
• Instant notifications: Managers receive new order alerts by email and Telegram.
• Online payments: LiqPay and Monobank payment systems were connected.
• Excel import and export: The assortment can be updated in bulk within minutes.

We also automated the cashback and promo code system: points are credited after order confirmation, expire after 6 months, and can cover up to 30% of the next purchase. Promo codes with a fixed amount or percentage discount and a limited validity period can be created by the manager independently in a few clicks.

Both retention tools work on autopilot — without daily team involvement.

Result: A Unified Ecosystem for Two Business Models

Karasey.net received not just an updated website, but a complete digital infrastructure built around its real business model.

• For retail buyers: A clear online store with an atmosphere of trust and a sense of freshness.
• For wholesale clients: An efficient tool for regular purchasing with transparent terms.
• For owners: A single admin panel, complete analytics for each direction, and a team that no longer wastes time on routine tasks.

The platform is built on Drupal CMS with full SEO setup and schema.org markup, adapted for all devices and optimized for loading speed.

This is a technical foundation capable of supporting growth — without requiring a rebuild when the business decides to scale further.