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I was evaluating several platforms such as Shopify, but when I talked to the WizCommerce team, I felt like they really understood wholesale. It was like speaking the same language, that was a game changer.
Antique Curiosities is a wholesale framed art company based in North Carolina. Every product is made locally, and the business serves designers, furniture stores, boutique retailers, and other wholesale accounts across the country. The catalog is inherently complex, with multiple framing options, sizes, and configurations that customers need to understand clearly before placing an order.
The company operates entirely B2B and relies on inside sales rather than a large external rep network, making the online buying experience critical to growth.
The Challenge : When the sales app and website didn’t connect, sales suffered
Before WizCommerce, Antique Curiosities used Repzio for order entry and a separate wholesale website. The major issues was that Repzio was not integrated with the website. Orders entered by the team never appeared in the customer’s account online, and customers could only see the orders they personally submitted.
This disconnect created confusion and frustration. Customers could not view a complete order history in one place, making it harder to reorder, compare past purchases, or understand what was already in their store. For a product line with many options, the experience felt unprofessional and incomplete.
The website itself also created friction. Customers had to log in just to browse products, which was especially problematic for designers who wanted to show framed art to their own clients without exposing pricing. Navigation was clunky, and customers often struggled to find the right products or configurations.
Customers could never see the orders we entered in-house. They only saw what they entered online, and that was very confusing.
The Turning Point : Rebuilding around a single, unified wholesale workflow
WizCommerce brought order writing, ecommerce, and customer accounts together. Orders entered by the team and orders placed by customers now live in one shared system. Customers can see everything they have ordered in one place, which immediately made the business feel more professional and trustworthy.
The platform also allowed Antique Curiosities to present its full product line publicly, while still protecting wholesale pricing. Designers could show framed art options to their clients without logging in, removing a major barrier in the buying process.
Customer support was another differentiator. Transitioning systems was not effortless, especially with a complex catalog and customers who were not always tech-savvy. What stood out was the level of support. The WizCommerce team remained deeply involved, helping not just Antique Curiosities, but also walking individual customers through onboarding.
Instead of sending a single email and hoping customers figured it out, the team provided ongoing, hands-on help, reducing the burden on Allison and her staff.
Every time I had a question or got frustrated, I felt like I had a whole team around me helping.
AI-powered discovery changed how customers buy
Product discovery was one of the biggest improvements. Allison highlights how the AI-powered search allows customers to find products intuitively, whether they search by SKU, keyword, or theme. Typing a simple term like “bird” surfaces all relevant artwork instantly, something that was not possible before.
This intelligent search and AI-driven product discovery reduced customer confusion and made it easier to explore options. As a result, customers began placing larger orders. Allison noticed that online orders coming through the site were bigger than before, largely because customers could understand framing options and configurations more clearly.
The unified experience also exposed customers to more of the catalog. AI-powered recommendations exposed customers to more of the catalog and introduced then to complementary products, leading to additional purchases beyond the original order.
The AI search makes it much easier for customers to find what they’re looking for and beyond. Because of that, they end up ordering more than they originally planned.
Results : Growth driven by a buying experience built for customers
After launching WizCommerce, Antique Curiosities saw measurable improvements. Website-driven revenue grew by 20%, driven by an easier buying experience and stronger product discovery. At the same time, customer confusion dropped sharply, reflected in a 90% reduction in navigation-related questions coming into the team.
Internally, order entry became faster and more flexible. Being able to enter and modify orders on a desktop, submit them, and adjust shipping details within the same workflow saved the team 10+ hours previously lost to back-and-forth corrections and inefficiencies.
The online presence also began influencing offline behavior. Allison observed that improved visibility online led to increased offline sales as well, as customers felt more confident browsing and ordering across channels.
I’m seeing orders increase, and I think it’s because it’s easier to see and understand the product and it’s specifications and variants.
The WizCommerce team listens, adapts, and builds alongside us. They fix things in real time and genuinely care about our success.
