DocShop Pro
Deliverables:
Magento Site Build, Unirgy Integration, Custom MySupply Manager (Procurement UX) Build, Athos Commerce Integration
Platform: Adobe Commerce (Magento)
Jump to: Meet the Client | The Challenge | Solution | Results | Client Testimonial
Meet the Client
DocShop is the One-stop-shop for clinical offices to compare and save on medical supplies and equipment from different manufacturers for licensed physicians.
The Challenge
DocShop Pro set out to transform how medical offices procure supplies by creating a centralized, private B2B marketplace that aggregated products from dozens of suppliers into a single purchasing experience. Backed by venture capital, the concept demanded far more than a standard eCommerce build.
The platform needed to support private, account-based access for medical offices, complex multi-user purchasing workflows, and a fully dropship-based model spanning dozens of regional vendors—each with their own pricing, inventory levels, and fulfillment processes. On top of that, medical staff needed to quickly find exact products using SKUs, vendor names, or partial product descriptions—something the existing search experience struggled to deliver.
As the business grew, DocShop Pro also needed a platform that could scale technically and operationally, supporting rapid feature evolution without becoming brittle or unmanageable.
Solution
Human Element partnered with DocShop Pro to architect and evolve a robust B2B marketplace built on Magento, purposefully designed to handle supplier complexity, procurement workflows, and scale.
Platform Rebuild & Replatforming
The original Magento 1 implementation was fully replatformed to Magento 2, including a complete redesign. This move laid the foundation for long-term scalability, improved performance, and the ability to layer in advanced B2B and marketplace functionality without being constrained by legacy architecture
Marketplace & Dropshipping
via Unirgy
At the core of DocShop Pro’s business model was Unirgy, a powerful (and highly complex) Magento marketplace extension that enabled vendor-based dropshipping at scale. Unirgy allowed DocShop Pro to operate without holding inventory, instead aggregating products from approximately 80 vendors into a single storefront.
- Associating multiple vendors to a single product, each with their own pricing and inventory
- Allowing buyers to select which vendor to purchase from directly on the product page
- Automatically splitting multi-item orders by vendor at checkout
- Triggering vendor fulfillment via automated notifications and EDI workflows
Flexible eCommerce Enablement
When an order is placed, Unirgy intelligently separates items by supplier, calculates vendor-specific costs, and transmits fulfillment details via email and XML files over FTP. This enabled vendors to automatically ingest orders into their own systems, generate packing slips, and ship directly to medical offices—while DocShop Pro retained full control over retail pricing and margins.
Human Element handled the extensive configuration required to make this work reliably, including vendor setup, fulfillment logic, payment alignment, and EDI customization, while minimizing long-term maintenance by keeping Unirgy as close to out-of-the-box as possible.
Custom MySupply Manager (Procurement UX)
To support real-world medical purchasing behavior, Human Element extended Magento’s B2B requisition list functionality into a custom tool called MySupply Manager. This feature allowed medical offices to:
- Create persistent supply lists by room, department, or use case
- Track purchase history, order frequency, and average quantities
- Reorder supplies quickly without rebuilding carts from scratch
- Support multi-user access and approval workflows
The result was a procurement experience tailored to how medical offices actually operate, not just how eCommerce platforms traditionally function
Search Optimization with Athos Commerce
As product catalogs expanded and vendor overlap increased, search became mission-critical. The existing Magento search solution produced inconsistent and often irrelevant results, especially for SKU-based and partial-term searches.
Human Element implemented Athos Commerce to replace the existing search experience. With minimal configuration, Athos Commerce immediately improved product findability, ensuring that priority products surfaced correctly and that searches behaved the way medical professionals expected. While the implementation was straightforward, the impact was significant—eliminating “junky” results and dramatically improving internal and customer feedback around usability.
Results
- Scaled from a VC-funded concept into an 8-figure B2B eCommerce business
- Enabled a fully dropship-based marketplace with dozens of vendors and no owned inventory
- Created a differentiated procurement experience that drove repeat purchasing and customer loyalty
- Improved product discovery and usability through highly reliable, intelligent search
- Built a flexible Magento 2 foundation that supported ongoing feature development
- Successfully positioned the business for acquisition and ownership transition
What This Platform Enabled Next
By investing in a scalable architecture early, DocShop Pro unlocked far more than immediate growth. The Magento 2 foundation, combined with Unirgy’s marketplace capabilities and a strong procurement UX, enabled continuous optimization, vendor expansion, and deeper integrations with external medical procurement systems over time.
Most importantly, the platform evolved alongside the business—supporting rapid growth, operational complexity, and ultimately a successful exit.
“Human Element didn’t just build us an eCommerce site — they helped us architect an entire marketplace. From complex dropshipping workflows to custom procurement tools, the platform scaled as our business scaled. That foundation played a meaningful role in our ability to grow quickly, serve customers reliably, and ultimately position the business for a successful exit.”
-Christy Keast, Vice President of Digital Marketing, DocShop Pro