How Smithey Ironware Streamlined B2B invoicing and unlocked a wholesale growth engine

December 29, 2022

The Problem

It was January 2022, and the operations team at Smithey Ironware – an heirloom cookware company based out of Charleston, SC – was overwhelmed. The initially ecommerce-focused company had been expanding their wholesale business, with great success.

For Smithey, wholesale represented an opportunity to increase revenue, and also a create a new marketing channel — having potential customers encounter the company’s products in stores would pay dividends for ecommerce as well.

But as the wholesale business grew, a “clunky, inefficient system” for B2B payments became more and more of a burden. “It was tough on our team,” says Trevor, Smithey’s Director of Ecommerce. In fact, chasing down payments had become so much work that they weren’t sure they were considering pausing their wholesale expansion entirely.

What was going wrong? For one thing, the Smithey team was spending too much of their time chasing down small invoices. They were forced to switch their ordering system to pay-in-advance for smaller orders – potentially turning off some retailers and limiting their wholesale business. Add to that the time and hassle of applying incoming payments to the right invoices, the cost of eating processing fees on credit card payments, and the difficulty in getting a clear view of overall accounts receivable performance, and the company knew it had a problem.

The Solution

Streamlined made invoicing 10 times better than anything we did previously.

Smithey needed a solution: a payments option that would allow them to grow their wholesale business while minimizing time chasing invoices, supporting all payment methods, and bringing order to the chaos.

And it had to integrate seamlessly with Shopify, which powers Smithey’s business. “Our shipping software plays into Shopify but we always had an issue with the billing aspect.

With so much at stake, Trevor looked high and low for a solution. After carefully considering the options, and consulting the recommendations of other ecommerce leaders, the company settled on Streamlined and hasn’t looked back.

For Smithey, Streamlined was exactly what was needed to support wholesale growth. “It made invoicing 10 times better than anything we did previously.”

What makes Streamlined great for Smithey? From automatically adding billing instructions into invoices, to the option to pass card fees along to customers, to receiving and automatically applying checks, Streamlined boosts the efficiency of all forms of payment.

And the company no longer has to rely on an outside bookkeeping firm to manually chase past due invoices: Streamlined’s tracking, reporting, and reminders cover it.

The Result

The hassle of B2B payments had been the governor limiting the race car of Smithey’s wholesale growth, and now that’s gone.

As Smithey’s Ecommerce Director says, “I know the opportunity to scale is there now. I’m not stressed about billing or accounts receivable. I know that it works!"

“Accounts Receivable would be a huge weight mentally on my shoulder, and that’s gone. I look at different software every day every week and Streamlined brings a smile every time”