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Why Oase Chose BigCommerce to Rebuild Global Commerce
Discover how customizable, cost-effective and reliable BigCommerce is and why we built it that way.
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75
years in business
One
shared foundation for global and regional digital experiences
B2B and B2C
journeys supported across brands and markets
Challenge.
Managed 40+ regional sites across fragmented ecommerce platforms and CMS setups.
Faced growing operational complexity as brands and markets expanded.
Needed global consistency without sacrificing local B2B and B2C flexibility.
Solution.
Standardized global B2B and B2C ecommerce on a composable BigCommerce foundation.
Gave regional teams greater content control with Storyblok and a headless architecture.
Connected product data and regional requirements into a model built for global scale.
RESULTS
Brought performance data into a single Google Analytics 4 account and connected lead capture to HubSpot, giving teams one view across sites.
Simplified global campaign implementation, which once took about eight weeks after design and required multiple agencies and platforms.
Enabled teams to publish content updates across multiple sites at once.
Ready to make a big splash
Oase, a 75-year-old German engineering company, supplies systems and products for aquariums, garden ponds, public fountains, and lakes. From Europe and the UK to the United States and Australia, Oase has grown its digital presence alongside its global business, serving both B2B and B2C customers across 12 markets and multiple brands. But as that footprint expanded, so did the complexity behind it.
More than 40 regional sites were spread across different platforms, CMS setups, and ways of working. What once supported Oase’s growth was becoming harder to manage, creating more duplication and operational complexity with every new market.
Oase was ready to rethink the model. Instead of rebuilding site by site, the company wanted a smarter way to support its global business and whatever came next.
Challenge
Global growth created a ripple effect of complexity.
Oase had reached a point where its existing digital model risked making future growth slower and more expensive. Every variation across the business added another layer to maintain, making it harder to scale efficiently as new markets, brands, and customer needs emerged.
The challenges added up:
Regional teams managed content differently
Teams worked in silos, and no one owned the platforms behind the 40+ sites
Product data structures varied across markets
Platform decisions became harder to govern globally
New sites and markets risked duplicating existing work
Behind the scenes, those 40+ sites ran on nine different platforms, and the marketing side was just as scattered, with roughly 150 social media channels at one point and nine email service providers.
The brand needed to bring consistency to its digital foundation while preserving the flexibility required for different brands, regions, and B2B and B2C customer journeys.
“As Oase grew across brands and markets, we found ourselves managing more than 40 sites with different systems and ways of working. We needed to reduce that complexity without taking away the flexibility our regional teams need to serve their customers,” shared Austin Malcomb, VP of Global Marketing and Digital Transformation at Oase.
“As Oase grew across brands and markets, we found ourselves managing more than 40 sites with different systems and ways of working. We needed to reduce that complexity without taking away the flexibility our regional teams need to serve their customers.”
AUSTIN MALCOMB, VP OF GLOBAL MARKETING AND DIGITAL TRANSFORMATION, OASE
Solution
Building one ecommerce engine.
The effort was part of OneVision, Oase’s company-wide strategy to bring teams, brands, and platforms together. Three principles guided it: build one foundation without folding brands into the Oase name, elevate the core Oase brand so its digital presence reflects its premium positioning, and move to one way of working instead of 40 different ones.
Oase partnered with Glass Atlas to move away from treating every site as a separate build. Instead, the teams created a repeatable, composable architecture with BigCommerce serving as the shared ecommerce foundation across Oase’s B2B and B2C operations.
By standardizing core ecommerce capabilities on BigCommerce, Oase can reduce the technology and development duplication that had accumulated across its sites. The new model also supports regional and warehouse-specific operations without requiring a separate ecommerce architecture for every market.
With a repeatable model in place, new sites, markets, and future acquisitions can build from the same blueprint rather than requiring another replatforming project.
“Glass Atlas understood that this was much more than a website build. We needed a platform that could support Oase across multiple markets while giving each region the flexibility to meet local customer needs,” shared Malcomb. “Their headless approach gave us the right balance of consistency and adaptability, and the team helped make a complex program feel structured and manageable. We now have a strong foundation that we can continue to build on.”
Giving local teams the power to make it their own.
With the ecommerce engine standardized, Oase could give regional teams more control over what customers see and experience. Storyblok serves as the CMS within Oase’s headless architecture, separating day-to-day content management from the underlying ecommerce technology.
That gives marketing teams greater freedom to manage content across brands and sites, adapting experiences for their audiences without changing the shared ecommerce foundation behind them. Oase can reuse its core infrastructure while giving each region room to stay relevant to local customers.
“Our regional teams need the freedom to create experiences that work for their customers, but we also need consistency across Oase globally. This approach gives us both, with a shared ecommerce foundation and the flexibility to adapt the experience for each market,” said Malcomb.
Connecting the pieces for global scale.
Product data was another critical part of Oase’s transformation. The company retained Crossbase as its global PIM, while strengthening its data model to better support products across brands and markets.
Glass Atlas also helped Oase evaluate its approach to payments and tax, accounting for different storefronts, currencies, and compliance requirements. Together, these workstreams help Oase manage the operational differences between markets without adding unnecessary complexity.
“Every market has different requirements, from product data to payments and compliance. With BigCommerce, we can support those differences without adding more complexity every time we expand into a new market,” explained Malcomb.
Setting the stage for simpler, global payment processing.
Another big shift for the team at Oase was their decision to adopt Stripe for payments. With so much of their growth happening in markets still largely new to them, an easy way to accept payments and unify reporting was a must. And Stripe delivered.
“When your growth has to come from markets you're barely in, that isn't a reporting inconvenience. It's a blind spot,” Malcomb said. “You can't compare markets you can't see side by side.”
While Stripe is only live in the U.S. as of now, they’re excited about what this shift means moving forward: card payments for trade customers who don’t want a credit line, less dependency on integrations, localized payments across Europe, and fraud protection.
“We picked the payments layer for where we’re going,” Malcomb began. “Not where we were.”
“Every market has different requirements, from product data to payments and compliance. With BigCommerce, we can support those differences without adding more complexity every time we expand into a new market.”
AUSTIN MALCOMB, VP OF GLOBAL MARKETING AND DIGITAL TRANSFORMATION, OASE
“Glass Atlas understood that this was much more than a website build. We needed a platform that could support Oase across multiple markets while giving each region the flexibility to meet local customer needs.”
AUSTIN MALCOMB, VP OF GLOBAL MARKETING AND DIGITAL TRANSFORMATION, OASE
Results
From digital complexity to a foundation built for growth.
Oase has moved from managing digital growth site by site to having a clearer framework for how its global ecommerce business can evolve. What was once a collection of different platforms, processes, and regional approaches is now being brought into a more structured model.
For teams across the business, that means less emphasis on recreating the same capabilities for each market and a more straightforward path for bringing new digital experiences online. Oase is also better positioned to incorporate new brands and acquisitions as the business evolves.
Oase’s new site launched in the U.S. in July. While that’s still early in a commercial cycle, the team is already seeing the difference:
One view of performance. A single Google Analytics 4 account now shows data in one place, and leads, for the first time, are captured and tracked through HubSpot.
Dealer data in one place. Find-a-dealer information that was once scattered across sites is now consolidated.
Faster global campaigns. Implementing a global campaign used to take about eight weeks after design, with multiple agencies, multiple platforms, and thousands of euros. Now, once the digital agency builds the plan, Oase can go live.
Publish once, update everywhere. Content updates can go live across multiple sites at the same time.
Simpler product discovery. Customers now find products through one consistent navigation instead of a different one on every platform.
“The biggest change is having greater consistency across our ecommerce operations. BigCommerce has helped us simplify how we work across markets and given our teams a more structured way to manage a complex global business,” remarked Malcomb.
“The biggest change is having greater consistency across our ecommerce operations. BigCommerce has helped us simplify how we work across markets and given our teams a more structured way to manage a complex global business.”
AUSTIN MALCOMB, VP OF GLOBAL MARKETING AND DIGITAL TRANSFORMATION, OASE
Looking ahead
Turning the blueprint into what’s next.
With BigCommerce at the center of its ecommerce strategy, Oase can focus on extending its approach across more of the global business. That means bringing new brands, markets, and customer experiences online while building on the technology already in place. Next up is a B2B trade portal launching this fall, followed by a B2C brand early next year.
“The foundation we’ve created on BigCommerce gives us a much clearer path forward. As Oase grows into new markets and brings new brands into the business, we can build on what’s already there instead of reinventing the experience each time,” shared Malcomb.
With BigCommerce behind its global ecommerce strategy, Oase is ready to make an even bigger splash, wherever growth takes it next.
“The foundation we’ve created on BigCommerce gives us a much clearer path forward. As Oase grows into new markets and brings new brands into the business, we can build on what’s already there instead of reinventing the experience each time.”
AUSTIN MALCOMB, VP OF GLOBAL MARKETING AND DIGITAL TRANSFORMATION, OASE
Published: September 2026
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