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Sellars Increases Efficiency and Revenue with BigCommerce
Discover how customizable, cost-effective and reliable BigCommerce is and why we built it that way.
12%
increase in online B2B sales
15
hours per week saved
25%
reduction in cart abandonment
Industry leadership backed by decades of innovation.
Sellars Absorbent Materials Inc. is a leading manufacturer of high-performance wiping, cleaning, and sorbent products for industrial and commercial use. With over 35 years of experience, Sellars has built a reputation for delivering innovative, eco-friendly solutions that meet the rigorous demands of its customers.
Despite significant growth, their legacy ecommerce platform was limiting further digital expansion. To maintain their competitive edge and streamline complex B2B processes, Sellars needed a more agile and scalable solution that could accommodate intricate pricing structures and elevate the customer experience.
CHALLENGE
Magento’s limitations create operational and customer frustrations.
Sellars’ existing ecommerce platform, Magento, was becoming more of a burden than a solution. Their pricing model, based on shipping zones, product catalogs, and varying discounts, was highly complex and difficult to manage manually. The result was a cumbersome, outdated system that required their sales and operations teams to spend valuable time on tasks that should have been automated.
“Our old platform was becoming more of a hindrance than a help. We had a lot of manual processes for our pricing, and it wasn’t scalable,” said Jacob Jones, Head of Ecommerce at Sellars.
Additionally, customers were becoming frustrated with the user experience, particularly at checkout. The lack of an intuitive checkout process led to high cart abandonment rates and an overall decline in customer satisfaction.
“Our customers were getting frustrated because our checkout process wasn’t intuitive, and we were seeing a lot of abandoned carts. We needed a system that could handle the complexity while also making things easier for our customers,” Jones added.
A scalable, flexible solution for B2B growth.
Sellars recognized they needed a platform that could manage the complexities of their B2B business without requiring heavy custom development or ongoing maintenance. After exploring several options, Sellars chose BigCommerce B2B Edition due to its balance of robust, out-of-the-box B2B features and flexibility for future growth.
“We explored other platforms, but BigCommerce’s ability to handle the complexities of our business without forcing us into an overly customized setup made it the best choice,” said Jacob Jones, Head of Ecommerce at Sellars. “We needed a solution that was flexible enough to grow with us and could be implemented quickly. BigCommerce gave us that.”
“We needed a solution that was flexible enough to grow with us and could be implemented quickly. BigCommerce gave us that.”
Jacob Jones, Head of Ecommerce, Sellars
SOLUTION
Streamlining operations with built-in B2B functionality.
One of the key reasons Sellars selected BigCommerce was its native B2B capabilities, which aligned with their business needs. Features such as customer-specific pricing, bulk ordering, and account management allowed Sellars to streamline their processes without building custom functionality from the ground up.
“The B2B-specific features were exactly what we needed. Things like customer-specific pricing and bulk ordering were essential for us. BigCommerce allowed us to streamline everything and create a more intuitive experience for our customers,” Jones noted.
In addition, BigCommerce’s open API and flexible integrations were essential in connecting with Sellars' existing systems, such as their Azure serverless backend for managing pricing. This made the migration to BigCommerce smooth and efficient.
“The open API made it easy to integrate with our existing systems and create a seamless experience for our customers,” Jones added. “We now have a system that’s scalable and flexible enough to adapt to our needs as we grow.”
Key BigCommerce features powering Sellars' success.
Custom Pricing and Checkout: BigCommerce’s Checkout Extensions, combined with an Azure serverless backend, allowed Sellars to automate complex pricing calculations based on shipping zones, product quantities, and discounts, ensuring accuracy across all orders.
Dynamic Shipping Options: The new checkout flow offers dynamic shipping options, allowing customers to choose between managing their own shipping or having Sellars handle it. The checkout dynamically adjusts pricing based on these preferences.
Enhanced User Experience: Sellars' website was revamped with an intuitive UI/UX design, simplifying the buying process for their B2B customers and improving navigation, from browsing to completing a purchase.
“The custom checkout page VivaCommerce built was a game-changer. It not only streamlined the process for our customers but also lifted a huge administrative burden off our sales and ops teams,” Jones explained.
“The custom checkout page VivaCommerce built was a game-changer. It not only streamlined the process for our customers but also lifted a huge administrative burden off our sales and ops teams.”
Jacob Jones, Head of Ecommerce, Sellars
“The B2B-specific features were exactly what we needed. Things like customer-specific pricing and bulk ordering were essential for us. BigCommerce allowed us to streamline everything and create a more intuitive experience for our customers.”
JACOB JONES, HEAD OF ECOMMERCE, SELLARS
RESULTS
Driving revenue growth through automation and usability.
The transition to BigCommerce B2B Edition has delivered tangible business results for Sellars. With an automated pricing system and a more user-friendly interface, the company has seen significant operational efficiencies and increased customer satisfaction.
“Our online sales have gone up by 12%, and we’ve reduced cart abandonment by 25%. Our team is now free to focus on strategic work, and our customers are happier too,” said Jones.
Time Savings: The automated pricing and checkout process has saved Sellars’ sales and operations teams approximately 15 hours per week, freeing up time to focus on higher-priority tasks.
Revenue Growth: Sellars reported a 12% increase in online B2B sales within the first three months post-launch, largely driven by the improved customer experience and efficient checkout process.
Reduced Cart Abandonment: The streamlined checkout experience has reduced cart abandonment by 25%, meaning more customers are completing their purchases without frustration.
Fast Implementation: Sellars was able to launch their new ecommerce platform in just under four months, staying on track with their internal timelines.
LOOKING AHEAD
Positioned for future growth and expansion.
With BigCommerce B2B Edition now in place, Sellars is poised for continued growth. The company plans to further refine their pricing strategies and explore new B2B features, such as customer segmentation and bulk ordering, to better serve their clients and stay ahead in the competitive B2B manufacturing space.
“This is just the beginning. BigCommerce has given us the flexibility and scalability we need to grow, and we’re excited about what’s next,” Jones concluded.
Published: November 2024
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