Case Study | How Toynk Toys supercharged NetSuite with the ultimate sales add-on, WizCommerce — B2BEA

Case Study Overview

Toynk Toys is a global pop-culture gifting company and licensed toy wholesaler serving retail and wholesale customers across 43 markets worldwide and showcasing at over 200 Comic-Cons and toy shows each year. With more than 16,000 SKUs and hundreds of new releases every season, Toynk’s catalog is fast-moving, trend-driven, and complex — requiring tools that match its pace and scale.

“NetSuite is the brain of our operations, but WizCommerce gave us the agile sales layer it always lacked.” – Panda Baker | Manager, Toynk Toys

The challenge – Married to NetSuite but missing a sales-ready front end

Toynk’s wholesale business ran on NetSuite, but the system was never designed to be a sales tool. Reps struggled to use it in the field and at trade shows, where speed, clarity, and offline access matter. Orders were written by hand or captured as photos of purchase orders, then sent back to the office for manual entry. Back-office teams spent hours every day re-entering data into NetSuite, introducing delays and unnecessary errors. NetSuite remained the system of record, but it created friction instead of enabling sales.

At the same time, Toynk lacked a true B2B buying experience. Wholesale buyers were forced to browse the retail website, email reps for quotes, and wait for approvals before placing orders. Panda Baker jokingly described the process as “ten unnecessary steps.” Leads often stalled or disappeared inside NetSuite, and buyers had no way to self-serve accounts, invoices, or real-time catalog access. The result was lost momentum on both sides of the transaction.

“NetSuite is incredibly powerful, but it was never built to be a sales tool. Reps struggled to use it in the field, and buyers had to jump through too many steps just to place an order.” – Panda Baker | Manager, Toynk Toys

The turning point – The perfect sales tool add-on to NetSuite

Toynk decided to solve both problems at the foundation instead of patching workflows around them. WizCommerce delivered a deep, two-way NetSuite integration that finally gave sales teams a usable front end without compromising ERP integrity. Reps gained access to real-time inventory, pricing, customer history, and case-pack logic through a rep-friendly interface built for the field. Orders written on WizOrder synced cleanly back into NetSuite, eliminating the need for manual re-entry and reducing daily operational overhead.

Panda’s favorite feature is the visual catalog, which lets her showcase products beautifully and build catalogs in minutes instead of following the tedious five-step manual process she used before.

For sales reps, the app’s real-time dashboard and customer view bring all essential data – orders, projections, and account details – into one place, allowing them to focus on selling, expanding customer relationships, and driving growth rather than running complex NetSuite reports.

“Everything syncs both ways. If I edit an order in WizCommerce, it flows right back into NetSuite and vice versa. It’s deeply integrated and lightning fast.” – Panda Baker | Manager, Toynk Toys

A self-serve B2B portal driving new demand

At the same time, Toynk launched a dedicated B2B ecommerce storefront using WizShop. Buyers could log in to a wholesale-only portal, browse the full catalog, view account-specific pricing, access invoices, and place orders directly. Payments and invoices synced seamlessly with NetSuite, removing double entry and approval delays. What previously took days could now happen in a single session.

“Customers are already placing orders directly on the portal, and even new buyers are finding us online. Earlier, leads would get lost in NetSuite. Now I see them come in, get approved, and place orders, all in the same day.” – Panda Baker | Manager, Toynk Toys

The results – New buyers, larger orders, and scalable wholesale growth

The impact of WizCommerce showed up quickly and across every part of Toynk’s wholesale operation. Within three months, the NetSuite integration was fully completed and the platform went live, even with Toynk’s large and complex catalog. That speed mattered. It allowed the sales team to start using the system during peak selling periods without disruption and without relying on parallel workflows.

Day to day, the most immediate gain was time. By eliminating manual order entry and duplicate work, Toynk saved close to four hours every day that had previously been spent re-entering orders into NetSuite. That time shifted back to selling, customer conversations, and proactive account management instead of operational cleanup.

At the catalog level, Toynk was able to manage more than 16,000 SKUs seamlessly across both the sales app and the B2B website. What had once been a multi-step, error-prone catalog-building process was simplified dramatically. Internal teams described the workflow going from five steps down to one, making updates faster and far easier to maintain at scale.

The B2B website also became a meaningful growth channel. Nearly one in four buyers using the site today are brand-new accounts that discovered Toynk through the B2B portal rather than through a sales rep. Leads that previously stalled or disappeared inside NetSuite now moved from discovery to approval to ordering within the same day.

Existing customers changed how they bought as well. Average order size increased by 20 percent as buyers gained accurate case-pack logic, real-time inventory visibility, and AI-powered product recommendations while shopping. Instead of placing minimal orders and following up later, customers built fuller carts in a single session.

Together, these results reshaped how Toynk sells wholesale. WizCommerce did not just remove friction from existing workflows. It created a faster, simpler, and more scalable way to support reps, attract new buyers, and grow order value without adding operational complexity.

“WizCommerce is absolutely scalable. It can handle our licensed product mix, multiple warehouses, and vendor network. We’re always adding new genres, new fandoms – Wiz grows with us.” – Panda Baker | Manager, Toynk Toys

“The WizCommerce team listens, adapts, and builds alongside us. They fix things in real time and genuinely care about our success.” – Panda Baker | Manager, Toynk Toys

Case Study Snapshot

Industry

Home Goods & Furniture

Technology

(https://www.b2bea.org/directory/technology/wizcommerce),

Services

AI, Automation

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Contributed by: (https://www.b2bea.org/directory/company/wizcommerce)