Anthonij Rupert Wyne: A hybrid B2B, B2C, and Wine Club commerce build on nopCommerce 4.20

A brief background on Anthonij Rupert Wyne

Anthonij Rupert Wyne is a premium South African wine estate in the Franschhoek Valley on the R45 Wine Route. The brand was named Anthonij Rupert Wyne in 2003 when Johann Rupert took over L'Ormarins, acquired in 1968, with the modern cellar opening in 2005 and a first vintage in 2009. The estate produces still wines, Cap Classique, and fortified wines and spirits alongside farm products such as honey and truffle butter. The shop is built on hybrid B2B and B2C stack on nopCommerce 4.20, with a Nop-Templates Pacific and Seven Spikes storefront to support both everyday retail and trade sales in one place, with a custom, estate-branded design, and trades under the name Anthonij Rupert Wyne (Pty) Ltd.

Challenges

Anthonij Rupert Wyne needed one public shop that could feel like an estate cellar door while running trade and Wine Club account rules side by side. After reviewing the live nopCommerce 4.20 platform and its commercial model, our team identified the challenges below.

Three buyer types on one storefront: Consumers, Wine Club members, and trade buyers such as restaurants and lodges share one catalogue but need different payment, pricing, and account behaviour. Most online stores are built to handle only one type of customer, so guests risked seeing the wrong prices and terms, and club or trade buyers risked losing the account details their purchasing depends on.

Account scale and Wine Club identity: More than 26k+ trade and wine club accounts sit under one organisation, mixing wine club member numbers with trade account codes. Keeping customer details, delivery addresses, sales contacts, and credit terms aligned at that scale is more than a standard customer list can handle.

Wine discovery at luxury-catalogue depth: Buyers shop by brand, style, vintage, cultivar, and availability, including magnums and sold-out lines, across six estate brands. A generic category grid is too thin for a cellar-door audience that also expects farm pantry SKUs alongside the wines.

South African fulfilment and alcohol compliance: Since the estate only ships within South Africa, deliveries had to be organised by area and courier, alongside farm pickup, while also meeting legal requirements such as age verification, data privacy, and marketing consent.

Local payments without a global shipping promise: Cards run through PayGate PayWeb3, consumers can pay by EFT, and trade or club accounts can pay on account. Overseas interest is real, but the shop had to hand those buyers to partner stores rather than commit to worldwide courier delivery.

Our Solution

Rather than rebuild the site from scratch, our team took a plugin-driven approach on top of the estate's existing nopCommerce 4.20 platform. We built on the Comalytics B2B toolkit to manage trade accounts, order processing, membership, and shipping, and added PayGate and EFT so consumers can check out the way they prefer. The storefront itself keeps its existing Pacific-themed design, enhanced with a set of tools for faster browsing, filtering, and search, all running on the estate's current hosting setup.

Hybrid B2C, B2B, and Wine Club user model: Visitors browsing without an account see standard retail pricing, while registered trade customers can add their company and tax details and are linked to their business account, delivery address, and sales team. Wine club members are recognised directly in the system with their own account status, rather than treated as a separate, disconnected loyalty programme.

Luxury catalogue and wine discovery: Shoppers can browse six estate brands across eight categories and filter wines by brand, vintage, grape variety, and availability. A fast search tool helps customers find a specific label by name, and each wine's page includes tasting notes, vintage details, and bottle size options. Farm products are sold on the same site, so customers don't need to visit a separate store.

Image 1.2: All Wines - brand filters, Quick View

B2B account commerce: Behind the scenes, staff can manage trade customer details, delivery addresses, sales contacts, and pricing across all 26k+ accounts from one place. Support staff can also view the store exactly as a specific customer would see it, making it easier to help trade buyers place orders on their agreed terms.

Payments by audience: The shop supports three ways to pay, matched to who's buying: card payments through PayGate, direct bank transfer (EFT) for everyday consumers, and on-account purchasing for trade and wine club members who buy on credit terms. Alongside checkout, visitors can also sign up for the estate's newsletter, with consent captured up front in line with data privacy requirements.

Image 1.3: Admin - Payment methods

Deliver vs Collect and SA courier fulfilment: At checkout, customers can choose to have their order delivered to a saved address or collected directly from the Franschhoek farm. Delivery costs are calculated automatically, and certain farm products are marked as local delivery only, so customers are never promised an item the estate can't actually ship to them.

Image 1.4: Checkout - Shopping cart

International demand as partner hand-off: For customers browsing from overseas, the site's navigation points them to trusted local retail partners in Belgium, Brazil, Europe, the UK, and the United States, rather than trying to ship internationally itself.

Image 1.5: Admin dashboard

Together, these pieces let one Pacific-themed storefront run cellar-door retail, Wine Club membership, and a large B2B account file on a single nopCommerce 4.20 instance.

Results:

• Delivered one online store that serves everyday shoppers, trade buyers, and wine club members alike, live at Anthonij Rupert Wyne.
• Built a luxury catalogue spanning six estate brands and eight shop categories, with 80+ wines listed for sale and 1.1k+ products managed behind the scenes.
• Brought 26k+ trade and wine club accounts under a single, organised account system, alongside 15k+ registered customers.
• Supported 5.9k+ orders through the platform, with strong stock visibility and no unresolved returns at the time of review.
• Gave customers three ways to pay: card, direct bank transfer, or on-account purchasing for trade and club members.
• Connected the store to courier delivery and farm pickup, with rules in place so local-only products are never sold to customers too far away to receive them.
• Made it easy for wine lovers to browse by vintage, grape variety, brand, and availability, backed by fast search and quick-view browsing.
• Gave wine club members their own recognized status in the system, while directing international buyers to trusted overseas retail partners instead of shipping globally.