A B2B dental supply store where the prices are behind the login

Nextgen Dental Solutions sells to dental clinics, not to the public — gloves, masks, disinfectant, implants, intraoral scanners and clinic equipment. That single fact changes the whole shape of the storefront.

In wholesale, the price is commercially sensitive. Publishing it hands your margin to every competitor with a browser, and it makes negotiated terms with individual clinics impossible to honour. But hiding the catalogue entirely means nobody can find you at all.

The catalogue is fully public and the pricing is not. Every product page is browsable, indexable and searchable — a clinic can find exactly the nitrile glove or the disinfectant it needs — but the price reads "Login to see prices" until the visitor is signed in to a trade account.

That is the pattern that makes B2B commerce work: the products do the marketing, the account does the commercial relationship. It also means the store can be found in search, which a login wall in front of the whole catalogue would have prevented.

The catalogue is organised the way a clinic buys rather than the way a warehouse stores: consumables, implants, intraoral scanning, clinic equipment, small machines and biomaterials. Wishlists let a practice build a standing order between purchases.

Built on WordPress and WooCommerce, because the client needs to add products and run campaigns without a developer in the loop — a supply catalogue changes constantly and a bespoke build would have put us in the middle of every stock update.

B2B e-commerce is not consumer e-commerce with a different logo. Gated pricing, account verification and buying patterns built around a clinic's replenishment cycle are the actual product.

It is also a good example of choosing the boring platform on purpose. WooCommerce was the right answer here, and saying so is more useful to a client than selling them something custom.