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BPI Sports sees 207% revenue uplift with BigCommerce

Customizations without limitations made BPI Sports more money, much faster than ever before

207% 90% 134%
increase in revenue increase in organic traffic increase in desktop conversion rate
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BPI-hero-1149x642

BPI Sports sees 207% revenue uplift with BigCommerce

Customizations without limitations made BPI Sports more money, much faster than ever before

207% 90% 134%
increase in revenue increase in organic traffic increase in desktop conversion rate

Immediately doubling conversion rates


BPI Sports is one of the largest supplement companies around today. Since 2009, they’ve predominantly sold through retail channels and B2B relationships with Walmart, GNC, Vitamin Shoppe and Amazon.

In the current commerce ecosystem, BPI Sports is increasingly competing with a new breed of online direct-to-consumer supplement companies. These competitors seemingly sprout up daily. They are hungry, move quickly and are always testing the latest opportunities in ecommerce.

Not a brand to rest on their laurels, BPI Sports sought out an innovative ecommerce platform to help them compete in this online environment — adding direct-to-consumer to their wheelhouse of offerings.

This meant leaving their custom solution behind, and evaluating the biggest and best ecommerce platform players in the game.


With our previous custom cart, we were always reinventing the wheel. If I wanted to do something simple, like launch a discount code or something, then my in-house development team would have to get involved and we’d have to build it from the ground up.Bill Maroulis, Digital Strategy Director

Custom carts force continuous catch up with competition

As told to BigCommerce by Bill Maroulis, Digital Strategy Director at BPI Sports

With our previous custom cart, we were always reinventing the wheel. If I wanted to do something simple, like launch a discount code or something, then my in-house development team would have to get involved and we’d have to build it from the ground up.

We got to a point where we were growing and there was a lot of functionality we wanted to add, especially around discounts and promotions. That’s when we decided to move to an ecommerce platform that was already out there and that just works.

We wanted to stop playing catch up. We are always thinking ahead with what we want to do with the site — so we wanted a platform that wasn’t just reinventing the basic stuff.



Avoiding the Shopify plugin problem

As told to BigCommerce by Bill Maroulis, Digital Strategy Director at BPI Sports

We've used Shopify for one of our small micro-sites and it's worked out fine. For me, I think it gets the job done. It's very simple.

But with our larger, complex website, there were a few more things that we wanted to do that BigCommerce offers by default.

There's a lot you can do with Shopify, but for a lot of it you have to buy a plugin. That’s the thing with them. Shopify is almost like a WordPress site. You can do a lot with WordPress, but if you had to use like 20 plugins to get it to work and do what you want to do, then it kind of defeats the purpose and just becomes a mess.


Shopify is almost like a WordPress site. You can do a lot with WordPress, but if you had to use like 20 plugins to get it to work and do what you want to do, then it kind of defeats the purpose and just becomes a mess.Bill Maroulis, Digital Strategy Director
We went from a home grown platform over to BigCommerce and immediately our conversion rate almost doubled — and that made the revenue jump significantly. To get more specific, our mobile revenue went up 120%, desktop went up 22% and tablet went up 77%.Shawn Tyler, Ecommerce Director
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207% increase in revenue with BigCommerce

Mobile revenue went up, desktop went up and tablet went up

207% 90% 134%
increase in revenue increase in organic traffic increase in desktop conversion rate


As told to BigCommerce by Shawn Tyler, Ecommerce Director at BPI Sports

We went from a home grown platform over to BigCommerce and immediately our conversion rate almost doubled — and that made the revenue jump significantly.

To get more specific, our mobile revenue went up 120%, desktop went up 22% and tablet went up 77%.

On the ecommerce conversion rate, our mobile rate went up 49%, desktop went up 134% and tablet went up 135%

Overall, we had 207% increase in revenue and a 71% increase in ecommerce conversion rate.

Sadly, we can't move things over to BigCommerce every month! Even our organic traffic went up 90%.



Customizable discounts with no limitations

As told to BigCommerce by Bill Maroulis, Digital Strategy Director at BPI Sports

There is a lot of BigCommerce core functionality in the discounts feature we liked. A lot of what BigCommerce offers are things we wanted to do on our custom site that we just weren't able to do. For example, buy-one, get-ones, or cart level discounts. We would have had to reinvent the wheel to do that.

Then, you look at something like Shopify and it's very basic. You can only do a dollar off, free shipping, and a percentage off. That’s about it.

With BigCommerce, there are a wide variety of options including BOGO's, category and product based discounts available. That was huge for us because we do product deals all the time. Discounts are one of the biggest things BigCommerce had going for it.



Automated fraud protection that stops orders in their tracks

As told to BigCommerce by Bill Maroulis, Digital Strategy Director at BPI Sports

We had almost no fraud happen on the website for the longest time, but back in June, on our custom platform, we had a significant amount in a short period. Since then, there was continuous attempts on the site.

It got a point where everyday I was checking the orders by hand, so when we went to BigCommerce we wanted to make sure we had a platform in place to catch a lot of those, and so far Signifyd's worked out well.

When moving to a new platform, we wanted to make sure we had a system in place to catch those attempts. We found BigCommerce and Signifyd’s partnership works out well.

We haven't dealt with any chargebacks or anything.

So far it's been catching a lot of things that we've seen before and red flagging them — all on its own.

BigCommerce and Signifyd also have a tie with Stitch Labs, where if the orders do get flagged, they are moved to manual order verification. That immediately stops the whole order so that it doesn't get sent to our backend system for fulfillment. That's worked out really well.


Overall, we had 207% increase in revenue and a 71% increase in ecommerce conversion rate. Shawn Tyler, Ecommerce Director

207% increase in revenue with BigCommerce

Mobile revenue went up, desktop went up and tablet went up

207% 90% 134%
increase in revenue increase in organic traffic increase in desktop conversion rate


As told to BigCommerce by Shawn Tyler, Ecommerce Director at BPI Sports

We went from a home grown platform over to BigCommerce and immediately our conversion rate almost doubled — and that made the revenue jump significantly.

To get more specific, our mobile revenue went up 120%, desktop went up 22% and tablet went up 77%.

On the ecommerce conversion rate, our mobile rate went up 49%, desktop went up 134% and tablet went up 135%

Overall, we had 207% increase in revenue and a 71% increase in ecommerce conversion rate.

Sadly, we can't move things over to BigCommerce every month! Even our organic traffic went up 90%.



Customizable discounts with no limitations

As told to BigCommerce by Bill Maroulis, Digital Strategy Director at BPI Sports

There is a lot of BigCommerce core functionality in the discounts feature we liked. A lot of what BigCommerce offers are things we wanted to do on our custom site that we just weren't able to do. For example, buy-one, get-ones, or cart level discounts. We would have had to reinvent the wheel to do that.

Then, you look at something like Shopify and it's very basic. You can only do a dollar off, free shipping, and a percentage off. That’s about it.

With BigCommerce, there are a wide variety of options including BOGO's, category and product based discounts available. That was huge for us because we do product deals all the time. Discounts are one of the biggest things BigCommerce had going for it.



Automated fraud protection that stops orders in their tracks

As told to BigCommerce by Bill Maroulis, Digital Strategy Director at BPI Sports

We had almost no fraud happen on the website for the longest time, but back in June, on our custom platform, we had a significant amount in a short period. Since then, there was continuous attempts on the site.

It got a point where everyday I was checking the orders by hand, so when we went to BigCommerce we wanted to make sure we had a platform in place to catch a lot of those, and so far Signifyd's worked out well.

When moving to a new platform, we wanted to make sure we had a system in place to catch those attempts. We found BigCommerce and Signifyd’s partnership works out well.

We haven't dealt with any chargebacks or anything.

So far it's been catching a lot of things that we've seen before and red flagging them — all on its own.

BigCommerce and Signifyd also have a tie with Stitch Labs, where if the orders do get flagged, they are moved to manual order verification. That immediately stops the whole order so that it doesn't get sent to our backend system for fulfillment. That's worked out really well.

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