How Mikasa Hospitality Automated Its B2B Ordering Experience

The Challenge: Manual Steps on Both Sides

Mikasa Hospitality's B2B buyers needed a structured way to build and share product lists. Without it, the process was manual throughout. Buyers communicated their interest informally, often through phone calls or emails, sometimes multiple, and everything needed to be consolidated in one place. The internal sales team then had to translate those requests into orders, cross-referencing SKUs one by one. Every order required someone to flip between systems, copy information by hand, and chase down confirmation.

The lack of automation was not a minor inconvenience. It added friction for the buyer at the moment they needed clarity, and it added overhead for the sales team at the moment they needed speed. As the catalogue grew, the problem would only compound. Context got lost because the process was heavily manual. 

"The lack of automation created more work for both customers and our internal team."

Summer Rezeli, Marketing Director at Mikasa Hospitality

How Swym Built the Solution

Swym's product solutions team worked with Mikasa Hospitality to design and build a custom B2B purchase list experience on top of Wishlist Plus. The build had four core components.

First, a custom multiple wishlist page gave B2B buyers a structured space to build and manage product lists in a format built for trade ordering. The page displayed products in a list view style consistent with how buyers think about volume selection.

Second, a custom "Notes" feature, allowing shoppers to add personal context to individual items in their lists. Whether they were planning a specific project, this gave customers a reason to stay engaged with the site longer. For the merchant, these notes transformed a simple wishlist into a rich set of zero-party data.

This data, willingly and proactively shared by customers, provided deep, invaluable insights into their preferences, motivations, and purchasing intent. Unlike inferred or observed data, it offered a high-fidelity view of the customer's true desires, enabling Mikasa Hospitality to build hyper-personalized marketing campaigns, refine product development strategies, and enhance the overall customer experience.

Third, a pre-filled email field in the share list popup removed a friction point at the handoff stage. When a buyer was ready to share their list with the Mikasa Hospitality’s sales team, the right contact was already populated. No lookup, no copy-paste.

Fourth, a CSV export feature was the operational centrepiece. With one click, a buyer could export their full list of SKUs. The sales team could then pull that file directly into their order entry workflow. The days of manually flipping between tabs and re-entering product codes were gone.

"The exported list of SKUs makes it so much easier for our sales team to enter requests by copying and pasting from one place rather than flipping back and forth. Swym automates everything for our customers so they don't have to put in more effort on their end”

Summer Rezeli, Marketing Director at Mikasa Hospitality

What Changed for Mikasa Hospitality's Team and Its Buyers

The impact showed up on both sides of the transaction. For B2B buyers, the experience became self-sufficient. They could build a list, review it, and share it without waiting for a back-and-forth with the sales team. For Mikasa's internal team, the CSV export removed the manual data-entry step entirely.

A Partnership Built to Keep Pace

B2B commerce is not a solved problem for most brands. The ordering experience that works for a direct consumer rarely serves a trade buyer, and the manual workarounds that fill the gap create silent costs that add up over time. Mikasa Hospitality identified the gap and chose to fix it before it scaled.

"We had so many changing objectives on our end, but Swym kept pace at every turn and searched for every possible solution with each redirection. I never had an unanswered question throughout the entire process."

Summer Rezeli, Marketing Director at Mikasa Hospitality

Swym's role was not just to deliver a build. It was to stay in step through a shifting brief, find a solution for every constraint, and hand over a tool the team could actually use. That combination of technical execution and partnership responsiveness is what made this implementation work.