E-commerce i HoReCa Rybko.pl

Selling fish online requires answering questions that arise before the purchase: will the product arrive fresh, when can it be used, how does it differ from other options and how should it be prepared? The processing plant’s experience in supplying major retail chains had to be translated into arguments that made sense to someone planning a meal at home.

At the same time, foodservice customers needed their own path: wholesale terms, quantities suited to kitchen operations and support for repeat orders. One website had to accommodate both buying models.

Information at the point of decision

We based the brand’s credibility on its actual operations: the history of the plant, its team, the way fish are prepared and cooperation with recognizable customers. This connected the offer with a specific producer responsible for product quality.

On product pages, next to the price, quantity or weight selection and purchase button, we placed information about shipment protection and chilled transport conditions. The expected delivery day and shipping schedule help customers plan a meal, while a link to Google reviews lets them check other customers’ experiences.

We developed descriptions at the level of each specific product. They explain preparation format, distinguishing features and uses: the convenience of a skinless fillet, ways to serve a whole fish or the suitability of large squid tubes for stuffing. Headings, highlighted benefits and structured sections make it easier to find the information needed to make a choice.

From product to finished dish

Directly on the product pages we added matched recipes with ingredient tables and step-by-step instructions. Skinless cod, for example, received a suggestion for braising in a lemon-dill sauce, while a whole catfish included a recipe for baking with garlic butter. Users can picture the finished dish and assess the preparation method before buying.

This type of content also expands the SEO layer around questions about species, product format and culinary use. We connected the knowledge base with sales: culinary articles contain buttons leading to relevant products. Users can move from inspiration to the offer exactly where the need for a specific ingredient appears.

HoReCa as a separate path

For foodservice customers we created a HoReCa section together with a backend. Registration includes company details and a tax ID, and after verification the customer gains access to the wholesale offer. The panel brings together B2B pricing, orders, purchase history and invoices. The public section explains cooperation terms, packaging and delivery, and leads users to registration or direct contact with an account manager.

The whole system is complemented by product categories and filters, related-product suggestions and retail purchasing without a mandatory account.