An Allocation-Based B2B Purchasing Experience

This project was a net-new B2B purchasing platform built by Fanatics Collectibles to replace a legacy system that served as a primary revenue channel for the business. The previous product was underperforming—customers frequently bypassed the platform altogether, relying on account managers via calls and text to place orders. This created operational inefficiencies and resulted in millions in lost revenue. In addition, the legacy system was built on outdated infrastructure and could not scale to meet the increased demand following the company’s acquisition and growth. As a result, rebuilding the purchasing experience became a top company priority.