Build an Online Store or Dealer Portal That Sells the Way Your Business Actually Sells
GullySystem builds custom e-commerce platforms, wholesale and dealer ordering portals, subscription commerce and multi-vendor marketplaces for Indian businesses, covering catalogue, tiered pricing, checkout, payments, stock, dispatch and returns in one system you own.
- Your price list and dealer terms, not a template store’s
- Catalogue, stock, orders and dispatch in one console
- Your gateway and courier accounts, your data, your source code
We build commerce for the way Indian businesses sell: manufacturers taking repeat orders from a dealer network, distributors and wholesalers working on slabs and schemes, retailers who bill at a counter and also sell online, brands shipping cash on delivery across pincodes, subscription and repeat-delivery operators, and marketplace operators settling money to several sellers. Some of that work is a first storefront or ordering portal. Some of it is rebuilding a store that cannot hold the pricing rules the business runs on, and some of it is adding a dealer channel to a store that was only ever built to show one price to everybody.
Is Your Online Ordering Fighting the Way You Actually Sell?
Your Price List Does Not Fit the Store
You sell at different rates to a retail customer, a dealer on a slab, and a large buyer on a negotiated rate, with quantity breaks and seasonal schemes on top. A standard store shows one price to everyone, so buyers phone anyway for their rate, discount codes get handed out to keep the order, and margin leaks in ones and twos that nobody adds up.
Your Order Book Is a WhatsApp Thread
Orders arrive as a voice note, a photo of a handwritten list, or a call during a site visit. Someone in the office types them into billing, guesses at a similar item code when the description is loose, and the wrong pack size gets dispatched. The argument that follows costs a return, a credit note and a good customer’s patience.
The Last Piece Was Sold Twice
It goes over the counter in the morning and sells again on the website in the afternoon, because the website works from a stock figure someone updated on Monday. One of those two buyers gets a cancellation call, and on a marketplace that same cancellation counts against your seller rating.
The Checkout Loses People on the Last Screen
Buyers reach the payment step on a phone and stop. Too many fields, an address form that fights with the keyboard, no cash-on-delivery option where the customer expects one, or a gateway page that reloads on a weak connection. You paid to bring that visitor in, and the cart is still sitting there in the morning.
Parcels Come Back and You Pay Freight Both Ways
Cash-on-delivery parcels return undelivered, and you pay the forward leg, the return leg and the handling. Nobody can tell you which products, which pincodes or which discount offers produce most of it, so the same loss repeats next month with a bigger ad spend behind it.
New Stock Reaches Your Shelf Long Before It Reaches the Website
A new range arrives, goes on the shelf and into the counter software the same day. Online it waits for someone to photograph it, write a description, choose a category, set the tax rate and pack size, and find whoever remembers the admin password. Your advertising keeps pointing at a catalogue that is a season behind, and the items buyers are asking for are not there to order.
You Know the Order Value, Not What Was Left of It
The invoice figure is easy. What you cannot see is the same order after the scheme discount, the gateway charge, the courier bill, the return and the cost of goods. So free-shipping thresholds, discount depth and which products to push are set on gut feel, because those numbers sit in four different places.
None of this is solved by a prettier website. It is solved by writing your actual selling rules — who pays what price, what stock may be promised, how an order reaches the customer, and what happens when it comes back — into the system that takes the order.
Commerce Built Around Your Catalogue, Your Prices and Your Dispatch
We start from your price list, your item master and the route an order takes from order to doorstep, then build the storefront, dealer portal or marketplace on top of that. Where a ready platform can carry your rules, we customise it rather than rebuild it. Where it cannot, we build the pricing and order engine properly, and connect it to the accounting and stock software you already run.
Your Pricing Rules, Written Into the System
Customer groups, slabs, pack sizes, minimum order quantities, scheme offers, negotiated rates and credit limits are configured as rules, so every buyer sees their own correct price without a phone call.
One Stock Figure Everyone Sells From
The counter, the website, the dealer portal and the marketplace listing read the same availability, and stock is reserved the moment an order is confirmed, so the same piece is not sold twice.
One Trail From Order to Doorstep
Payment, invoice, picking, packing, waybill, tracking, delivery and return are recorded against the same order, so your team and your customer are looking at the same status instead of chasing each other.
What Changes Once the Store Matches Your Business
Focus on business value before discussing technology. Here is what your team accomplishes in week one.
Buyers Place Their Own Orders
Dealers, retailers and repeat customers log in, see their own rates and outstanding position, and place an order at eleven at night without anyone in your office typing it in again.
Stock You Can Safely Promise
Availability shown to a buyer is the availability your warehouse can actually pick, with reserved, backorder and out-of-stock handled as rules rather than as an apology call afterwards.
A Checkout That Finishes on a Phone
Short forms, saved addresses, UPI and card options, and cash-on-delivery permitted only where you allow it, so the buyer completes the order on the connection and the screen they actually have.
The Buyer Can Follow the Parcel Without Messaging You
Confirmation, invoice, dispatch, waybill number and courier updates reach the buyer on their own order page and on WhatsApp, so the daily flood of “where is my parcel” messages stops being a person’s full-time job.
What Each Order Actually Earned
Discount, freight, gateway charge, return and cost of goods are recorded against the order, so free-shipping thresholds, scheme depth and which products deserve promotion become decisions with numbers behind them.
A Catalogue and Rate Card Your Own Staff Change
Adding a new range, revising a slab, marking an item out of stock or starting a festival scheme is a job your own person does in the admin console on the day it happens, without waiting for a developer.
What E-Commerce and Digital Commerce Includes
Everything required from operational discovery to production deployment and long-term maintenance.
Commerce Study and Catalogue Planning
We map how you sell today — customer types, price rules, pack sizes, dispatch routes and returns — and turn it into a catalogue structure, an order flow and a scope your team can review before anything is built.
Custom Consumer Storefronts
Retail stores built for browsing, search, product detail and a short checkout, with a fast mobile experience, structured product pages and the content control your marketing team needs.
Wholesale, Dealer and Distributor Portals
Login-based ordering for your channel: per-customer price lists, quantity slabs, minimum order quantities, order-by-item-code, repeat and bulk upload orders, credit limit checks and outstanding balance on screen.
Catalogue and Pricing Engine
Variants, units and pack conversions, HSN and GST rates, customer group pricing, quantity breaks, scheme and combo offers, and negotiated contract rates, all maintainable by your own staff.
Checkout, Payments and Collections
Payment gateway and UPI, part payment and advance, cash on delivery with your own eligibility rules, credit terms for approved dealers, and payment links for orders taken offline.
Order Management and Fulfilment Console
One queue for orders from every channel, with confirmation, invoicing, picking and packing lists, partial dispatch, holds, cancellations and an audit trail of who changed what.
Inventory, Warehouse and POS Connections
Stock reservation at order time, multiple warehouses and store pickup, low-stock and reorder alerts, and synchronisation with your counter billing or POS so online and offline sell from the same figure.
Shipping, Courier and Delivery Integration
Pincode serviceability and delivery estimates at checkout, automatic waybill generation, pickup requests, tracking updates written back to the order, and your own delivery staff handled through a driver view.
Returns, Refunds and Replacements
Customer-raised return requests with reason codes, approval rules, reverse pickup, quality check on receipt, refund or credit note, and reporting on what is coming back and from where.
Subscription and Recurring Commerce
Recurring plans and repeat delivery schedules with pause, skip, quantity change and address change, mandate-based or prepaid wallet collection, and delivery lists for the route team.
Multi-Vendor Marketplaces
Seller onboarding and verification, per-seller catalogues and stock, commission rules, order splitting across sellers, settlement statements and payout runs, with a moderation console for the operator.
Mobile Apps, Headless and Channel Commerce
Android and iOS ordering apps for customers or field staff, headless storefronts where content and commerce are managed separately, and connections to marketplaces and ONDC where those channels matter to you.
Platform Customisation, Migration and Support
Shopify, WooCommerce and Magento customisation and extension, migration from an existing store with products, customers and order history intact, and ongoing maintenance, security updates and performance work after launch.
Where This Work Changes How You Sell
Real-world business processes we configure and automate.
Manufacturer: Selling Direct Without Undercutting the Dealers
A components manufacturer wants to sell to end customers online, and its dealers are afraid of being undercut by the company they buy from. One catalogue serves both: the public store shows list price, while a dealer login shows that dealer’s slab rate, outstanding balance and credit limit before the order is confirmed and blocks anything below minimum order quantity. A consumer order is routed to the nearest dealer holding stock, with the dealer’s margin recorded on the order, so the new channel adds business to the network instead of competing with it.
Distributor: Repeat Ordering Across a Retail Counter Network
An FMCG distributor supplies kirana and pharmacy counters where the same short list of items is reordered every week, and the scheme of the month is explained shop by shop. A mobile ordering app shows each retailer their last order to repeat in one tap, applies the running scheme automatically, respects pack and case conversions, and groups confirmed orders by delivery route so the loading list is ready before the vehicle leaves.
Consumer Brand: Cash on Delivery Without the Bleeding
A direct-to-consumer brand runs advertising to a store where most buyers choose cash on delivery, and a large share of parcels come back undelivered. The rebuilt store adds address confirmation before dispatch, cash-on-delivery limits by order value and pincode history, a small prepaid incentive at checkout, and a return report by product, pincode and campaign, so the marketing spend and the shipping policy are set from what is actually coming back.
Diagnostics Lab: Selling Test Packages Instead of Quoting Them
A diagnostics chain quotes package rates over the phone, and the rate differs by city, by corporate tie-up and by whoever answers. An online package store publishes each package with its city rate, add-on tests priced as extras, a separate home-collection charge by pincode, and a corporate rate card behind a login for tie-up employees. Patients pay in advance or on collection, and a package cancelled before the sample is drawn refunds itself against the original payment rather than becoming a call to accounts.
Subscription Delivery: Daily Route, Monthly Billing
A dairy and staples operator delivers on fixed routes and reconciles customer accounts on paper at month end, with pauses and quantity changes told to the delivery boy and forgotten. A subscription platform lets customers change quantity, skip a day or pause for travel from their phone, generates the route sheet each morning from the current instructions, and bills from what was actually delivered, with a wallet or mandate for collection.
Local Marketplace: Several Sellers, One Checkout
An operator building a city marketplace for local shops needs sellers to manage their own catalogue and stock while buyers see one cart. The platform onboards and verifies sellers, splits an order into separate seller consignments, tracks commission per category, produces settlement statements and payout runs, and gives the operator a console to hold a listing or a seller when quality complaints appear.
Is This Service Right for Your Business?
We partner with established businesses that have outgrown manual processes and want reliable systems.
Manufacturers and Brands With a Dealer Network
Companies whose channel orders by phone, email and WhatsApp, and who need per-dealer pricing, credit control and order history without hiring more back-office staff to type it in.
Distributors and Wholesalers on Repeat Orders
Businesses selling in packs and cases with slabs and schemes, where the same buyers reorder frequently and dispatch is planned by route or territory.
Retailers Selling at a Counter and Online
Showrooms and shops that already bill on a POS or accounting package and want an online store or app that sells from the same stock and prices, including store pickup.
Subscription and Repeat-Delivery Businesses
Dairy, staples, tiffin, water, pet supply, service plan and refill businesses that need pause, skip, quantity change, route lists and recurring collection instead of a one-time cart.
Marketplace and Aggregator Operators
Businesses bringing several sellers, clinics, kitchens or service providers onto one platform, where commission, settlement and seller quality matter as much as the storefront.
When a Custom Platform Is the Wrong Spend
If you sell a small number of simple products at one price, ship through one courier and do not link to accounting, a ready platform such as Shopify or WooCommerce with a standard theme is faster and cheaper, and we will set that up rather than build from scratch. If your item master, rates or photographs are not in order, fix that first, because a new store will only publish the confusion faster. And if the real problem is that nobody follows up on enquiries, a store is not the answer you need.
Enterprise Capabilities in Plain Business Terms
Variants, Units and Pack Sizes
Size, colour, grade and packing handled as real variants, with piece, box and case conversions your buyers recognise.
Customer Group Pricing
Retail, dealer, distributor and institutional rates on the same catalogue, with quantity slabs and negotiated rates per account.
Minimum Order and Order Rules
Minimum quantity, order value, multiples of a pack, and product availability restricted by customer group or region.
Credit Limit and Outstanding Checks
A dealer’s balance and limit checked before an order is confirmed, with holds and approvals where you want a human decision.
GST-Compliant Invoicing
HSN codes, correct tax by place of supply, invoice series, credit notes and the export your accounts team needs at filing time.
Stock Reservation and Backorder
Stock held the moment an order is confirmed, with backorder, partial dispatch and out-of-stock behaviour set per product.
Multi-Warehouse and Store Pickup
Allocation from the nearest or preferred location, transfers between locations, and pickup from a showroom as a delivery option.
Pincode Serviceability and Delivery Estimates
Delivery availability, charges and expected days shown at checkout, so the buyer is not promised something dispatch cannot do.
Cash on Delivery Controls
Cash on delivery allowed by value, product, pincode or customer history, with confirmation steps before a parcel is booked.
Returns, Refunds and Credit Notes
Reason codes, approval rules, reverse pickup, quality check and refund or credit note recorded against the original order.
Order Notifications on WhatsApp and SMS
Confirmation, dispatch, tracking, delivery and payment reminders sent on the channel your customers actually read.
Commerce Reporting
Sales by product, customer, channel, region and campaign, plus returns, ageing stock and slow movers, in the ops console rather than a spreadsheet.
Our Structured 6-Step Delivery Process
A transparent path from your first conversation to a reliable production release.
Discovery and Selling Model Study
We sit with the people who take orders, price them and dispatch them, and document customer types, rate structures, schemes, packing, delivery routes and returns. From you we need your current price lists, a set of recent real orders including the awkward ones, and the name of the person who decides discounts and credit.
Catalogue, Pricing and Scope Blueprint
We produce the catalogue structure, pricing rules, order rules and channel scope in writing, with the screens each role will use. From you we need the item master with codes, units, HSN and tax rates, product images and descriptions, and a sign-off on the pricing rules, because this is where later disputes are avoided.
Store and Journey Design
We design the buyer journey and the operations console — listing, product page, cart, checkout, order queue, dispatch and returns — as clickable screens before development. From you we need brand assets, two or three nominated reviewers, and their comments in one round rather than in scattered messages.
Build, Payments and Integrations
We build the storefront or portal, the pricing and order engine and the admin console, and connect payments, courier partners, messaging and your accounting or POS software. From you we need gateway, courier and WhatsApp accounts raised in your own business name, test credentials, and access to the system holding your stock and ledgers.
Trial Orders, Testing and Launch
We test the full path with real catalogue data — order, payment, invoice, pick, pack, waybill, delivery, return — including failed payments and cancellations, then run a soft launch with a small group of buyers. From you we need staff to place genuine trial orders and dispatch them, and a nominated person to sign the acceptance before the store opens fully.
Training, Handover and Peak Support
We hand over source code, catalogue and pricing documentation and an operator runbook, and train the people who will manage catalogue, orders, dispatch and returns. From you we need a named owner for each of those four areas, and an agreed support arrangement before your first big sale or festive period.
What You Receive Upon Project Completion
Everything required to run, maintain, and expand your software without vendor lock-in.
Connects With the Systems You Already Rely On
We build bridges between your software so you don't have to replace functional existing tools.
Payments and Collections
- Razorpay
- Cashfree
- PayU
- UPI and QR collections
- Recurring mandates
- Payment links
Shipping and Logistics
- Shiprocket
- Delhivery
- Blue Dart
- India Post
- Aggregator courier APIs
- Own delivery fleet
Accounting, ERP and POS
- Tally Prime / ERP 9
- Zoho Books
- Odoo
- Counter billing and POS software
- Custom ERPs
Channels and Marketplaces
- ONDC
- Amazon and Flipkart seller panels
- Google Merchant Centre
- Meta and Instagram catalogues
Messaging and Customer Communication
- WhatsApp Business API
- Transactional SMS
- Transactional email
- Support ticket tools
Analytics and Marketing
- Google Analytics
- Google Tag Manager
- Search Console
- Email and campaign platforms
- Review collection
Selected for Reliability, Speed, and Longevity
Technology chosen to match your operational scale and long-term maintainability.
Storefronts and Apps
Commerce Platforms and Backends
Data, Search and Media
Infrastructure and Delivery
Why Business Owners Choose GullySystem
We Start From Your Price List
Before design, we work through your actual rates, slabs, schemes and exceptions. Commerce work comes apart when pricing is treated as a settings screen instead of as the heart of the system.
Stock Truth Before Storefront Polish
A store that promises what the warehouse cannot pick costs you more than a plain-looking one. We settle where the stock figure comes from and when it is reserved before we make anything look good.
A Platform When a Platform Fits
If Shopify or WooCommerce can carry your rules, we say so and customise it, because that is less to maintain. We recommend a custom build only when the pricing, ordering or fulfilment logic genuinely will not fit.
Built for How India Pays and Delivers
UPI and cash on delivery, pincode serviceability, undelivered parcels, GST and place of supply, and WhatsApp as the channel customers read — these are designed in, not bolted on after the first month of orders.
Your Accounts and Your Data
Gateway, courier, messaging and cloud accounts are opened in your business name, with our access scoped and revocable. Your customer list, order history and product data stay yours and exportable.
We Stay for the Sale Day
Commerce work does not end at launch. Support arrangements exist because catalogues change, couriers change their APIs, and the busiest hours of your year are the ones you cannot afford to face alone.
Flexible Engagement Options
Choose an engagement model that matches your operational scope, budget, and timeline.
Fixed-Scope Commerce Build
For a clearly bounded storefront, dealer portal or marketplace, priced against an agreed catalogue, pricing rule set and acceptance criteria.
Channel-by-Channel Rollout
Start with the channel costing you the most manual effort, usually the dealer portal or the core storefront, run it in production, then add app, marketplace or subscription selling once your team is comfortable.
Platform Customisation and Migration
For businesses already on Shopify, WooCommerce or Magento who need custom pricing, integrations, performance work or a clean move to a platform that fits better.
Managed Commerce Support
Catalogue and campaign support, courier and gateway changes, performance tuning before peak periods, security updates and new features under a continuing arrangement.
Frequently Asked Questions
Straightforward answers to the questions owners ask before getting started.
Should we use a ready platform like Shopify or WooCommerce, or build a custom platform?
Start with the platform unless your rules break it. A ready platform is the sensible choice when you sell a manageable catalogue at published prices with standard shipping and returns. A custom build earns its cost when pricing depends on customer group, slab, scheme or negotiation, when dealers order against credit limits, when stock must be reserved across a counter and a warehouse, when orders split across sellers or vehicles, or when subscription and route delivery logic is central. We look at your price list and order flow first and tell you which side you fall on, and a hybrid is common: a platform storefront for retail with a custom portal for the channel.
Can you support B2B pricing, quotations, minimum quantities and credit limits?
Yes, and this is a large part of the work we do. Each buyer can be placed in a group with its own rate card, with quantity slabs, pack and case multiples, minimum order values, product visibility by group or region, and negotiated rates for specific accounts. Quotation flows allow a buyer to request a rate, your sales person to approve or revise it, and the approved quote to convert into an order without retyping. Credit limit and outstanding balance can be checked before confirmation, with orders held for approval rather than blocked outright where you prefer a human decision.
Which payment gateways, courier partners and channels can you integrate?
The ones you already use, in your own accounts. On payments that typically means Razorpay, Cashfree, PayU or a bank gateway, UPI and QR collection, recurring mandates for subscriptions, and payment links for orders taken on the phone. On delivery it means aggregators such as Shiprocket or direct courier accounts with Delhivery, Blue Dart or India Post, plus a driver view when you deliver yourself. We also connect marketplace seller panels, ONDC, Google Merchant Centre and shopping catalogues. Where a partner is not on this list, we check their API during discovery before committing to it.
Can the store sell from the same stock as our billing software or counter POS?
Yes, and it is usually the first thing worth doing. We connect to Tally, Zoho Books, Odoo, a custom ERP or your counter billing software so stock, item masters and rates move between them, and we agree which system is the master for each figure before building. Where the software supports live updates we sync on each movement; where it does not, we run scheduled syncs at a frequency matched to how fast your stock moves, and reserve stock at order confirmation so the gap cannot cause a double sale. Orders and invoices can be written back so accounts are not re-entering them.
Can you migrate our existing store to a new platform?
Yes. We move products, variants, images, categories, customers, addresses and order history, and we reconcile counts and totals against the old store before switching. Search rankings are protected by carrying over the existing URL structure or mapping every old address to its new one with permanent redirects, keeping page titles and product descriptions intact and preserving your structured data. Coupons, reviews and loyalty balances usually need a decision on what is worth carrying. We run the new store alongside the old one until you sign off, then switch over at a quiet hour.
What drives the cost of a commerce build?
The pricing and fulfilment rules drive it more than the number of products. The main factors are how complex your pricing and order rules are, how many selling channels you need, whether subscription or multi-vendor settlement is involved, how many integrations are in scope and whether each one has a usable API, the state of your product data and images, whether history must be migrated, and how much of the operations console your staff will run themselves. We give an itemised proposal after discovery, with channels and modules priced separately so you can start with one and defer the rest.
What decides how long it takes to go live?
Catalogue readiness decides it more often than development does. The factors are how clean and complete your item master, rates, tax codes and images are, how quickly gateway and courier accounts and test credentials are issued, how many exceptions your pricing rules contain, whether a third party must make changes at their end, how fast design review comments come back, and how long you want to run a soft launch before opening fully. Discovery gives you a schedule tied to those inputs, and catalogue preparation can run in parallel with design and build rather than after it.
Will the store stay up during a festive sale or an advertising push?
The commerce side of that is settled before launch, not rescued afterwards. Our part is the selling logic under load: catalogue and listing pages cached, images served at sensible sizes, the checkout path kept short, and stock reservation that still holds when several buyers reach the last unit at the same moment. Hosting is sized with room to scale and monitored. Where a store needs a deeper load rehearsal and tuning exercise before a big campaign, that is our performance engineering work, and we will say plainly when your situation calls for it rather than folding a guess into a commerce quote.
How do you protect customer, order and payment data?
Card details never touch your servers. Payments are handled on the gateway’s own hosted or tokenised flow, so you are not storing card numbers. Traffic runs over encrypted connections, passwords are stored hashed, admin access is role-based with an audit trail of who changed prices, orders or refunds, and API keys are kept encrypted outside the code. We apply security updates on platform and server components, take automated backups with a tested restore, and sign a non-disclosure agreement before discovery begins.
Do we own the platform, the data and the source code?
Yes, all three. You receive the complete source code and repository access, the database, the catalogue and pricing documentation and the runbook. Gateway, courier, messaging, cloud and domain accounts are created in your business name, and your customer, order and product data is exportable at any time. Nothing is licensed back to you, and nothing depends on us remaining involved. On a platform build you keep your own platform account and the custom code we write on it.
Will you train our team and support the store after launch?
Yes. We train the people who will actually use it — whoever maintains the catalogue and prices, whoever processes and dispatches orders, and whoever handles returns and refunds — in plain language, with short written guides for each role. After launch we offer a support arrangement covering monitoring, bug fixes, security and platform updates, courier and gateway changes, catalogue and campaign support, performance checks before peak periods, and new features as your selling model changes.
What do you need from us to get started?
Four things. A clean item master with codes, units, tax rates and current prices, along with product images and descriptions. A written statement of your pricing and discount rules, including the exceptions people currently handle by memory. Permission to raise gateway, courier and messaging accounts in your name, plus access to the software holding your stock and ledgers. And one person from operations who can decide business rules — who gets which price, when cash on delivery is allowed, how a return is approved. That last one matters most, because commerce decisions are business decisions before they are technical ones.
Let’s Build the Right Software for Your Business
Tell us about your current operational challenge, spreadsheet bottleneck, or software requirement. An experienced engineer will review your workflow and reply within one business day.
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- Senior engineer reviews your brief
- Your operational details stay 100% confidential
Discuss Your Requirement
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Related Practices & Services
API and System Integration
Connect the store to Tally, your ERP, your POS and courier partners so orders, stock and payments move without re-entry.
Performance Engineering
Speed up a store that slows down under traffic, and prepare the catalogue, search and checkout for your busiest days.
Cloud and Managed Infrastructure
Hosting, scaling, backups and monitoring for a store that has to stay available while a campaign is running.
Software Maintenance and Support
Ongoing care for an existing store: security updates, bug fixes, catalogue support and small enhancements after launch.