Chapter 3 Andie Swim: Fixing a broken industry purchasing funnel for good

Tracey Wallace / 1 min read

Why they won

Andie Swim won the Innovation Award for Product Innovation.

For creating a product experience that extends far beyond the product itself.

Business stats

Business outcomes of the innovation

  • 160% increase in traffic
  • 2x increase in conversion rate
  • Net Promoter score of 100

What they do

Andie is a modern, customer-centric solution to the broken process of swimwear shopping.

The challenge behind the innovation

The swimwear industry –– a $28 billion global market –– still exhibits low ecommerce penetration, despite the fact that women rank in-person swimwear shopping as one of the worst consumer experiences.

Ecommerce solutions often fall short as well, since fit is so important with swimwear but it’s impossible to tell how something will fit when scrolling through an endless grid of options.

And most retailers make women contend with onerous return policies when a swimsuit inevitably doesn’t fit.

How they make it work

At Andie, we developed an innovative try-before-you-buy model with a fun build-your-own box experience.

  • Women build a kit on our website of their favorite pieces
  • We send them to try in the comfort of their own home
  • At the end of the try-on period, they send back anything they didn’t love with a pre-paid mailer included in their kit
  • We charge them at the end of the process.

It’s like Warby Parker meets Stitch Fix, for swimwear.

We are a category-first in home try-ons for swimwear, and it’s all possible through the BigCommerce platform.

From a technical perspective, we had two big challenges:

  1. Saving the customer’s credit card so that we could charge them at the end of the try-on period (2 weeks after their initial order on our website)
  2. Building an innovative build-your-own-box feature.

Thanks to BigCommerce and an integration with Rebillia, we were able to solve all problems and build a brand that solves swimwear shopping for women with a delightful ecommerce experience.

Final word

By offering a customer-centric home try-on approach thoughtfully designed for the modern shopper, we had a huge first season in business, which was Summer 2017.

  • We have sold swimsuits to women in 49 states (just missing Alaska!).
  • We have a Net Promoter Score of 100.
  • Press have gone wild for the innovative Andie concept and we have been featured everywhere from the Wall Street Journal to the New York Times, InStyle, Glamour, The Zoe Report, and many many more.

Best of all, women love what we’ve built and are quickly becoming evangelists for the brand.

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Table of Contents

IntroThe 11 Most Technically Innovative Ecommerce Brands of 2021
Chapter 1 Seriously Silly Socks: Personalization + pick, pack, ship simplification.
Chapter 2 Bob Johnson’s Computer Stuff: Future-proofing on-site search
Chapter 3 Andie Swim: Fixing a broken industry purchasing funnel for good
Chapter 4 Beer Cartel: Content marketing for a 34% gain in sales
Chapter 5 Autograph Foliages: Migrating to a 40%+ in revenue
Chapter 6 Berlitz: Selling online courses to modern ecommerce shoppers
Chapter 7 dutil.: Removing gender barriers from the online shopping experience
Chapter 8 Flip Flop Shops: Multi-store pick, pack, ship and in-store pickup
Chapter 9 Freund Container: B2B empowerment through RESTful APIs
Chapter 10 Glory Cycles: High-end product-level customization for an expert customer
Chapter 11 Ironlak: Streamlining checkout complexity in a local hosting environment
Chapter 12 NaturallyCurly: Integrating data across EDI and API endpoints
Chapter 13 Neon Poodle: International expansion on steroids
Chapter 14 Pruvit Gear: Saving $1,000,000 annually + custom print-on-demand services
Chapter 15 Restaurantware: B2B & B2C in a single dashboard
Chapter 16 Rollie Nation: Building innovation into the fabric of the brand (UX included)
Chapter 17 Sam’s Furniture: Online furniture browsing + buying customers can’t resist
Chapter 18 Silver Jewelry Club: The newest flash sale site on the block
Chapter 19 Sorority Specialties: Catering to Gen Z’s ecommerce expectations


Tracey Wallace

Tracey Wallace

Director of Marketing MarkterHire | Former EIC, BigCommerce | Founder, Doris Sleep

Tracey is the Director of Marketing at MarketerHire, the marketplace for fast-growth B2B and DTC brands looking for high-quality, pre-vetted freelance marketing talent. She is also the founder of Doris Sleep and was previously the Head of Marketing at Eterneva, both fast-growth DTC brands marketplaces like MarketerHire aim to help. Before that, she was the Global Editor-in-Chief at BigCommerce, where she launched the company’s first online conference (pre-pandemic, nonetheless!), wrote books on How to Sell on Amazon, and worked closely with both ecommerce entrepreneurs and executives at Fortune 1,000 companies to help them scale strategically and profitably. She is a fifth generation Texan, the granddaughter of a depression-era baby turned WWII fighter jet pilot turned self-made millionaire, and wifed up to the truest of heroes, a pediatric trauma nurse, who keeps any of Tracey’s own complaints about business, marketing, or just a seemingly lousy day in perspective.

View all posts by Tracey Wallace

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