SHOPIFY Case Study: PAPER ROLL

When Paper Roll Supplies set out to migrate to Shopify, the objective was not just to modernize their storefront, it was to transform how their business operates without disrupting a highly successful sales model. With approximately 86% of their revenue driven by sales representatives taking orders over the phone, and only 14% historically coming from online purchases, preserving and enhancing this workflow was critical to the success of the migration.

The challenge for CQL was to bring this sales-driven model into Shopify, an ecosystem traditionally designed for direct-to-consumer transactions, while also enabling future growth in digital channels. The goal was ambitious: gradually increase online sales to 20–25% by the end of 2026 and 30% by 2027, without compromising the efficiency and flexibility that the sales team relied on daily.

To achieve this, CQL designed and developed a custom Sales Rep application embedded directly within the Shopify admin. Rather than forcing operational change, the solution replicated and enhanced Paper Roll’s legacy system inside Shopify. Sales representatives can now manage B2B customers, create and edit orders, apply complex pricing and discounts, and process payments, all within a single, centralized environment.