HERBASANTÉ
How a Canadian natural health manufacturer went from zero digital presence to two complete storefronts — a D2C Shopify store for consumers and a separate B2B platform for naturopaths, connected to Odoo, with practitioner training, product protocols, and self-serve wholesale ordering.
Visit website →Two businesses, one brand
Herbasanté is a Canadian manufacturer and distributor of homeopathic and herbal supplements under the Herbasanté and Alterra brands. They serve two fundamentally different buyers: health-conscious consumers who buy individual products for personal wellness, and naturopaths and health practitioners who recommend and resell Herbasanté products to their patients.
The problem was that neither channel existed in a meaningful way. There was no consumer eCommerce presence and no structured B2B ordering for practitioners. The naturopath side ran on manual processes — orders by phone and email, inconsistent pricing, no self-serve portal where a practitioner could log in, see wholesale pricing, place an order, and have it flow into Odoo without someone re-keying it.
More importantly, the B2B opportunity wasn’t just about transactions. Naturopaths don’t just buy supplements — they need product protocols, training on how to recommend products to patients, and clinical resources that help them practice more effectively. A simple wholesale portal with login and pricing wouldn’t drive adoption. The B2B platform needed to be a tool that made naturopaths better at their work — and ordering would follow naturally.
A consumer store and a practitioner platform — built from the ground up
We built both channels from scratch — a D2C consumer store and a dedicated B2B practitioner platform.
The consumer-facing Shopify store is the D2C engine — product discovery, education-driven content, and direct purchase. We organized collections by health concern (digestive health, immune system, women’s health, longevity) so consumers can find the right products without needing a background in homeopathy. The store positions Herbasanté’s Canadian-made herbal and homeopathic products as accessible, not clinical.
The B2B platform is a separate environment designed specifically for naturopaths and health practitioners. It connects directly to Odoo for real-time inventory, practitioner-specific wholesale pricing, and automated order processing. But the platform goes beyond ordering.
We built a practitioner enablement layer that includes product protocols — structured recommendations that help naturopaths prescribe the right Herbasanté products for specific patient conditions. The platform provides training resources, clinical documentation, and protocol guidance that makes Herbasanté a more valuable partner to its practitioner network, not just a supplier.
This is a deliberate adoption strategy. When a B2B platform makes practitioners more effective in their daily practice, they don’t need to be convinced to place orders through it. The ordering becomes a natural byproduct of engagement — not a behavior change that requires training and pushback management.
Both channels connect to Odoo as the single source of truth for inventory, pricing, customer records, and order fulfillment. One ERP. Two storefronts. Two completely different buyer experiences.
Most B2B eCommerce projects fail at adoption — the platform works, but buyers don’t switch from calling in. Herbasanté’s approach solves this by making the B2B platform the place where naturopaths go to do their job better. The ordering is the side effect. That’s how you get adoption without a mandate.
"When a B2B platform makes practitioners more effective in their daily practice, they don’t need to be convinced to place orders through it. The ordering becomes a natural byproduct of engagement."
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