Lim Joo Huat Enterprise

Lim Joo Huat Enterprise — E-Commerce, Operations & Growth

> Transforming a static informational website into a fully operational Shopify Plus B2B and B2C commerce platform — with ERP integration, logistics automation, and a self-sustaining revenue channel built from the ground up.

Live at: https://ljh.com.sg/

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The Client

Lim Joo Huat Enterprise is a fresh produce wholesale distributor based in Singapore, supplying restaurants, hotels, cafes, hawkers, and retail businesses with a comprehensive range of vegetables, herbs, fruits, microgreens, specialty produce, and edible flowers. With decades of wholesale experience, the business had a strong operational foundation — but no digital commerce channel to match it.

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The Problem

Before this engagement, Lim Joo Huat's online presence was a static informational page — a brief overview of what the company does, a few photos, some products but can't be purchased online and a contact form. There was no transactional capability, no self-service ordering for B2B clients, and no B2C channel whatsoever. The business was ready to scale digitally but lacked the infrastructure to do so.

A third-party agency, Jumpstart Commerce Singapore, was brought in to architect a Shopify Plus MVP (minimum viable product) focused on B2B. What was delivered was a functional baseline — the house was built and the foundational furniture was in place. What followed was an extensive phase of enhancement, integration, and operational buildout that transformed the MVP into a fully functioning commerce ecosystem aligned with how the business actually operates.

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Scope of Work

Shopify Plus B2B platform buildout and enhancement, Unleashed ERP integration via API for product catalogue, pricing, and order synchronisation, Shopify Flow automation development, TrackPOD logistics integration via Unleashed, self-service tax invoice and statement of accounts implementation, delivery date and time slot integration with order and email flow, B2C channel launch, NTUC FairPrice Online (Mirakl) reactivation and GTIN registration, gift card programme implementation, HitPay PayNow integration, social media management across Facebook and Instagram, product and event photography and videography, and content production for web and social.

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The Approach

B2B Platform Enhancement

‍Shopify Plus's native B2B features provided the foundation for separating wholesale and retail customers — businesses registered under approved company accounts received tiered wholesale pricing based on their industry and scale, while B2C customers browsed and purchased at standard retail prices. What Jumpstart delivered as an MVP required significant work to align with how LJH's sales team, packers, warehouse, and delivery drivers actually operated day to day.

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Unleashed ERP Integration

‍The most technically demanding work involved deeply integrating Shopify Plus with Unleashed — LJH's existing ERP system carrying years of product data, customer records, tiered price lists, company profiles, and official documentation. Rather than rebuilding from scratch, the integration pulled existing data through the Unleashed API into Shopify, maintaining data integrity across both systems. When a customer places an order on Shopify, the order is pushed to Unleashed for sales recording, then forwarded to the packing team, and finally to TrackPOD for delivery scheduling — a fully automated three-stage fulfilment pipeline requiring no manual handoff.

When B2B companies register on the website, their profile is automatically created and pushed to Unleashed where it is reviewed, enriched with additional information, and assigned to the correct company and location. Price list updates in Unleashed are pushed to Shopify automatically, ensuring all customer-facing pricing is always current without manual intervention.

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Shopify Flow Automations

‍A suite of Shopify Flow automations was built to handle operational logic that would otherwise require constant manual attention. The most operationally critical was a location-based order tagging system — when an order is created, the delivery zone is detected from the customer's location note and the order is automatically tagged with the corresponding zone (North, South, East, West, Sentosa, Central, and others). Packers use these tags to physically sort completed orders into dedicated staging areas by driver route, and the zone data flows through to TrackPOD for driver allocation. Additional flows handled salesperson attribution for sales team commission tracking, automatic approval and unapproval of B2B accounts based on activity, new company account request notifications, and indent product status tagging for orders requiring advance processing.

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Self-Service Invoicing and Statements

‍Sales admin was spending significant time fielding requests from customers and internal sales staff for tax invoices and monthly statements of accounts. A third-party invoice app was implemented to surface invoice information directly within each customer's order history and embed it into order confirmation and delivery notification emails. A separate statement of accounts app was deployed with a formatted, professional template accessible to sales staff directly through their Shopify accounts — eliminating the need to route every request through admin. Delivery date, time, and method information was similarly surfaced across the order page and all notification emails, updating automatically if any changes were made post-order.

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B2C Channel Launch

‍Five to six months into the engagement, a B2C retail channel was added to what had been built as a purely B2B platform. This required restructuring the catalogue presentation, pricing visibility, and checkout flow to serve individual consumers alongside wholesale clients within the same Shopify Plus environment. The B2C channel contributed an incremental 10% increase in monthly revenue from launch.

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Gift Card Programme

‍A $2,000 for $2,200 store credit programme was co-developed with the company to drive B2B customer retention and upfront cash flow. Implementation required custom Shopify configuration to generate and deliver gift card codes via a branded email notification, enable customers to check their balance, and correctly exclude gift card sales from sales team attribution analytics — ensuring commission calculations reflected actual product revenue rather than prepaid credit purchases.

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NTUC FairPrice Online (Mirakl) Reactivation

‍A marketplace channel that had been dormant for years was assigned for reactivation. The process involved tracking down credentials from a former employee, discovering that NTUC had migrated its entire platform from SAP to Mirakl — and that LJH's store had not been carried over. Months of coordination with NTUC's category manager followed, navigating technical migration issues, product rejection reviews, GTIN registration for every SKU, and SKU submission processes specific to the Mirakl platform. Once fully operational, the channel generated SGD $10,000-20,000 in sales within the first few months.

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HitPay Integration

‍HitPay was integrated to enable PayNow as a payment option, offering lower transaction rates than card processing and improving margins on high-volume B2B orders.

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Content, Photography and Events

‍Product photography was produced for catalogue listings and social content. Event coverage was provided for FHA 2024, FHA 2025, and Restaurant Asia SIGAP 2024 — delivering images, short-form reels, and stories for social media and web use. Facebook and Instagram were managed consistently from February 2024 through July 2025, covering product content, promotions, and event recaps. A short-form reel shot during this period now serves as the hero video on the LJH homepage.

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The Outcome

What began as a static informational website became a self-sustaining digital revenue channel generating SGD $20,000-30,000 in monthly online sales within two months of onboarding, growing as more B2B clients were brought onto the platform. Order volume scaled from zero to 50+ monthly orders, with the B2C channel contributing an additional 10% revenue uplift from launch.

Operationally, the automation layer eliminated significant manual workload across sales, admin, accounting, warehouse, and logistics teams. Orders flow from placement through packing to delivery with minimal human touchpoints. Delivery zone tagging ensures physical sorting accuracy in the warehouse. Invoice and statement access removed a recurring admin burden. B2B account management — approvals, salesperson attribution, price list updates — runs largely on autopilot.

The NTUC FairPrice Online channel, dormant for years, was successfully reactivated and generating thousands in incremental revenue within its first few months back in operation. The gift card programme added a retention and cash flow mechanism that sells consistently to B2B clients.

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Tools & Platforms

Shopify Plus, Unleashed ERP, TrackPOD, Shopify Flow, HitPay (PayNow), NTUC FairPrice Online (Mirakl), GA4, Google Search Console, Adobe Creative Suite

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> This was a solo engagement executed during a full-time role. The initial MVP platform was built by Jumpstart Commerce Singapore. All subsequent integration, automation, channel development, and operational buildout was executed independently.

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