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NaturallyCurly saves time, grows revenue with AS400 + BigCommerce

How arizon.digital and BigCommerce APIs help this content + commerce brand scale up with seamless communications across systems



30% 52% 520
increase in revenue YoY increase in customers YoYhours saved in manual work per year
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The NaturallyCurly Success Story

NaturallyCurly is a content + commerce brand that focuses on products and services for those with, you guessed it, curly hair. They even have a best-selling beauty book on the market.

When the brand was recently purchased by a parent company, the company shifted into growth mode, and they’ve been scaling up their operations since.

But in order to do that successfully, they needed to find a way to sync their BigCommerce orders with the parent company’s ERP systems.

They worked with the agency, arizon.digital, to build a cloud integration solution that, using the extensive set of BigCommerce APIs, seamlessly connected the eCommerce store with the warehouse system.

Arizon’s integration solution transformed and validated the order data into EDI format to allow for real-time data exchange with the warehouse system.

Ever since, they’re seeing a 65%+ increase in orders.


Switching to BigCommerce to solve system communication issues

As told to BigCommerce by Jacqueline Cheney, VP of Ecommerce, NaturallyCurly.

In the past, the tech piece was always a big hurdle for us.

We recently moved our warehouse to our parent company’s much larger facility in New York, and had struggled to find an order transmission solution.

We tried one service, but it wasn’t meeting our needs: orders were mysteriously being dropped, there were communication problems across systems, and processes could be extremely time-consuming.

We knew there had to be a better way for our sales platform to be able to communicate seamlessly with the new warehouse system.

That’s when we brought arizon.digital –– a BigCommerce partner and ecommerce agency –– on board to build a custom solution.

Within six weeks, they were able to transition us off the old system and onto their new system without any downtime. Now, we’re able to sync our ERP using EDI so that data from both systems flows seamlessly.


In the past, it was difficult for me to see and understand our performance because our reporting ability was limited on the old system. When orders failed or address issues arose, we had to manually dig around to figure out what the problem was. Jacqueline Cheney, VP of Ecommerce, NaturallyCurly

Advanced reporting for problem-solving with greater efficiency

As told to BigCommerce by Jacqueline Cheney, VP of Ecommerce, NaturallyCurly.

In the past, it was difficult for me to see and understand our performance because our reporting ability was limited on the old system. When orders failed or address issues arose, we had to manually dig around to figure out what the problem was.

However, when we moved to BigCommerce, arizon.digital helped us create validation rules for transmitting data to our warehouse system, and we’re automatically notified in a report when there’s a transmission issue.

The visibility that comes from this report helps us address issues quickly. We can now identify if it’s our issue or the warehouse’s issue, and we can fix the problem within minutes. It saves both me and my team at least 10 hours a week.

Learn more about how your brand can work with arizon.digital.


We leverage the API based integration with BigCommerce and have the flexibility to communicate with a variety of target systems using APIs, EDIs and other messaging frameworks. Gopal Chandrasekaran, Managing Director, arizon.digital
The visibility that comes from our new reporting helps us address issues quickly. We can now identify if it’s our issue or the warehouse’s issue, and we can fix the problem within minutes. It saves both me and my team at least 10 hours a week. Jacqueline Cheney, VP of Ecommerce, NaturallyCurly
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Data translation between multiple systems

As told to BigCommerce by Gopal Chandrasekaran, Managing Director, arizon.digital

NaturallyCurly actually has multiple systems that require data processing and cleansing, and our solution helps them do this and then share it across different pieces of the operation.

The solution allows for real time data exchange between BigCommerce and multiple other ERP and warehousing systems.

We leverage the API based integration with BigCommerce and have the flexibility to communicate with a variety of target systems using APIs, EDIs and other messaging frameworks.

When order comes into BigCommerce, we use the webhooks to read the order to our cloud integration solution in real time. Here the data validation rules are applied to validate and transform the order data. This information is then sent to the parent company warehouse system (AS400).

Once the warehouse systems processes the shipments, it sends shipping confirmation along with the tracking number. The order status updated in BigCommerce and the order data is enhanced with the tracking number and other shipment details.

A dynamic dashboard shows the status of each order and provides the functionality to re-process orders with data errors.

So while it’s a complex process to explain, really, it’s seamless. It allows us to manage orders with our parent company’s warehouse with a logical flow.


So while it’s a complex process to explain, really, it’s seamless. It allows us to manage orders with our parent company’s warehouse with a logical flow. Gopal Chandrasekaran, Managing Director, arizon.digital

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