Multi-Tenant Headless E-Commerce Platform

Blooms at London is one of London's most-reviewed independent florists, delivering handcrafted bouquets, wedding flowers, and seasonal arrangements across the capital. With multiple locations and three distinct trading brands — Blooms at London, Epsom Flowers, and On The Hill Flowers — they needed a commerce infrastructure that could scale with them.

Their previous WordPress setup had become a bottleneck. Managing inventory across brands was manual and error-prone, the checkout experience was slow, and adding new product features required developer intervention every time. They came to Pinwheel with a clear brief: rebuild the whole thing, make it fast, and make it manageable without technical staff.

We started with a full migration off WordPress. The existing product catalogue — over 100 SKUs across multiple categories — was imported into a Medusa.js v2 backend deployed on Railway. From there, we built the architecture that powers all three brands.

Shared inventory, independent sales channels. The core technical challenge was giving three storefronts — Blooms at London, Epsom Flowers, and On The Hill Flowers — complete independence in their product catalogues and pricing, while still drawing from a single shared warehouse and inventory pool. Medusa's native sales channel architecture made this possible: each storefront has its own channel, and products can be published selectively to one, two, or all three, with channel-specific pricing and availability rules.

Custom admin dashboard. We built a bespoke admin interface on top of the Medusa admin SDK, tailored to how the Blooms team actually works. Staff can edit product images and descriptions, manage featured products on each storefront's homepage, set custom lead times by product category, view order management across all three channels from a single screen, and generate VAT-compliant invoices. None of this required developer involvement.

Multi-recipient checkout. A custom checkout extension allows customers to send flowers to multiple recipients in a single transaction — different addresses, different delivery dates, different messages. This was built as a Medusa workflow extension and is unique to the Blooms platform.

Transactional email flows. We built a full order notification lifecycle using Resend: order received, payment confirmed, order dispatched, and a delivery completion trigger that fires a follow-up review request. Each email is templated per-brand with individual styling.

WhatsApp order notifications. The fulfilment team receives instant WhatsApp messages the moment a new order is placed — formatted with the order details, recipient address, and required delivery date — via the WhatsApp Business API. This eliminated the need to check the admin panel manually and reduced missed orders to zero.

Reporting. A custom reporting module surfaces revenue by storefront, order volume trends, and top-performing products, giving the directors visibility across all three brands without needing to export from separate systems.

The platform consolidated three previously separate WordPress sites and their fragmented operations into a single, coherent system. The Blooms team now manages their entire product catalogue, all three storefronts, and fulfilment from one place.

Order processing time dropped significantly once WhatsApp notifications replaced manual admin-panel checking. The multi-recipient checkout unlocked a new gift-sending use case that had previously been impossible, and it has become one of the platform's most-used features.

All three storefronts load significantly faster than the previous WordPress stack — a direct result of server-rendered Next.js pages with edge caching. Blooms at London has maintained over 400 five-star Google reviews and a 5.0 rating, and the platform continues to scale as the business adds products and explores new sales channels.