Shopify migration
to a custom B2B platform
for e-commerce
Transformed a Shopify-dependent image editing platform into a custom B2B solution. We built a flexible billing infrastructure, streamlined production workflows, and automated key operations with AI.
Business context
PathEdits is a B2B image editing provider for e-commerce businesses, professional photographers, and studios. The core business model scales through a frictionless fulfillment pipeline: receiving bulk images, routing them through a team of expert editors, and delivering the finalized files back to the client.
PathEdits distinguishes itself through a proprietary workflow platform that centralizes order management and automates operational lifecycles.
Project in facts
- E-commerce
- United Kingdom
- Fullstack developer, PM
- November 2023 – May 2026
- Ruby on Rails development, AI integration, Code audit
- Ruby on Rails, PostgreSQL, Sidekiq, Hotwire (Turbo + Stimulus), Heroku, Stripe, OpenAI API
Challenge
PathEdits originally relied on Shopify to handle monetization, billing, and order workflows. High transaction fees cut into margins, the existing checkout flow lacked critical B2B features such as multi-currency support, partial payments with internal credits, and automated top‑ups for recurring clients without requiring a new checkout each time.
Manual processes for order tracking, task assignment, and communication caused delays. The platform lacked the capabilities to handle image complexity analysis or assist support teams with routine customer inquiries. Without addressing these limitations, the platform could not support the company’s evolving B2B workflows and growth plans.
Product goals
- Handle multi-currency payments, internal credits, refunds, and recurring top-ups without Shopify limitations
- Bring order tracking, task assignment, file delivery, and team coordination into one workflow
- Use AI to accelerate image assessment, pricing, and customer support operations
- Support growing order volumes and enterprise workflows
Solutions
We decoupled the platform from Shopify and built a custom B2B solution tailored to PathEdits’ specific operational requirements. The new interface supports the expanded billing model and makes key actions easier to find and complete.
The Shopify's billing layer was replaced with a custom Stripe payment infrastructure that supports multi-currency transactions, internal credits, refunds, and recurring top-ups. This gave the client a B2B billing model and reduced dependence on third-party platform limitations.
We developed Tista as a production management hub that brings order tracking, task assignment, file delivery, and performance monitoring into one workflow. The platform can now support higher order volumes with less manual coordination.
To reduce the manual effort required to evaluate incoming orders, we introduced AI-assisted image complexity assessment. We also integrated AI tools that help support teams summarize customer conversations and draft responses for more efficient handling of routine inquiries.
Stripe B2B billing
Replaced Shopify with a custom Stripe setup for credits and multi-currency checkout.
Production hub
Built Tista to centralize order management, task assignment, and production workflows.
AI automation
Automated image complexity pricing and introduced an AI helpdesk for support teams.
Business integrations
Connected 15+ services for payments, file delivery, marketing, analytics, and support automation.
Engineering approach
We built the core platform as a Ruby on Rails monolith with PostgreSQL and isolated image processing into dedicated services. This separation allows customer-facing workflows to remain responsive as processing volumes increase.
We used Hotwire (Turbo and Stimulus) with Bootstrap to build responsive interfaces without introducing a separate frontend application. This made it easier to extend the platform as new B2B features were introduced.
The image processing pipeline combined tusd for large file uploads, RabbitMQ for message handling, and ImageMagick for image processing and thumbnail generation. Automated delivery services transfer completed files to clients through Dropbox and FTP.
We integrated OpenAI Assistants and Responses APIs to classify image complexity and support pricing decisions. We also built Path Inbox with AI capabilities for reply drafting, conversation summarization, department classification, and prompt generation.
Business impact
Result
Rubyroid Labs successfully transitioned the client off Shopify, delivering an enterprise-grade B2B platform with proprietary billing, automated production management, and AI-driven operations.
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AI-assisted operations
Automated image-complexity assessment for faster pricing decisions and streamlined customer support workflows. -
Scalable production architecture
Isolated image-processing services enable production volumes to scale without impacting front-end site speed.
Rubyroid Labs were able to provide us with highly skilled specialists at a very competitive rate. They met our expectations in all areas that we can think of.
Md Asaduzzaman, senior manager of IT division, Path 
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