Regal Fish Reels in High-Growth B2B and DTC Commerce with BigCommerce
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25%
increase in revenue YTD
40%
DTC growth target for the year ahead
21%
of transactions now flow through PayPal
Key highlights:
CHALLENGE.
Legacy custom-built site functioned as a brochure, not a scalable ecommerce platform.
No native B2B capability to support a brand-new wholesale revenue stream.
Limited tools to translate a complex, traditional seafood catalog into modern online buying experiences.
SOLUTION.
Migrated to BigCommerce to run DTC and B2B from a single platform.
Activated BigCommerce B2B Edition for company structures, custom pricing, and salesperson-led workflows.
Layered in best-in-class partners: Agency51, Klaviyo, PayPal via Braintree, and a connected analytics stack for a high-performance DTC experience.
RESULTS.
The team saw revenue grow by 27% in 2025 and has already increased it by an additional 25% this year.
PayPal now drives 21% of all transactions year-to-date.
Forged a foundation to become the largest online fishmonger in the UK and a model exportable to global markets.
A new chapter for a 37-year-old seafood brand
UK-based Regal Fish has been delivering fresh and frozen seafood to British households for decades through a longstanding call-center model and its own delivery vans.
But recent acquisitions transformed the company’s ambitions. After joining UK seafood company Flatfish — later acquired by Nissui, the world’s second-largest seafood manufacturer — Regal Fish set out to become the UK’s leading online seafood destination and build a model that could scale internationally.
To get there, the team needed to launch a modern ecommerce business spanning both direct-to-consumer and a brand-new B2B channel.
“Regal Fish is evolving to be the biggest online fishmonger in the UK. BigCommerce is right in the center of that,” Hani Girgis, Ecommerce Manager at Regal Fish, explained.
CHALLENGE
A brochure-style website built for a different era.
Regal Fish’s original digital presence was a custom-built site designed to support its call-center and van-delivery operations, not a true ecommerce platform.
As the business set its sights on online growth, the limitations quickly became clear:
The site functioned more as a brochure than a transactional storefront, with restricted functionality.
It couldn’t scale to support the assortment, merchandising, and customer experience expected of a modern ecommerce business.
There was no native B2B capability to assist the wholesale market the company saw as its biggest long-term opportunity.
Translating a traditional, varied seafood catalog into structured online products is genuinely hard. This is especially true on the B2B side, where customers expect tailored ranges, custom pricing, and salesperson support.
Regal Fish needed a platform that could handle the complexity natively rather than through endless bolt-ons.
“Our website was more of a brochure than a website. It had some functionality, but it was very limited; it wasn’t the kind of website you could scale in an ecommerce model.”
HANI GIRGIS, ECOMMERCE MANAGER, REGAL FISH
One platform for two very different businesses.
After evaluating Shopify, BigCommerce, and WooCommerce, the team chose BigCommerce primarily because of its strength in B2B, which Regal Fish saw as its largest long-term opportunity.
With BigCommerce, the team can run both sides of the business from one platform: a fast-growing DTC storefront and a brand-new B2B channel with the potential to outgrow it.
“Where BigCommerce shines is B2B, and because of the direction of the business, BigCommerce was the better long-term option,” remarked Girgis.
A native B2B engine for a traditional industry.
BigCommerce B2B Edition has become central to how Regal Fish operates its wholesale business. The team relies heavily on the native B2B suite to manage:
Company structures and account hierarchies for buyers
Custom pricing and quote workflows for different customer segments
Salesperson-to-customer relationships, with tools that mirror the consultative nature of wholesale seafood buying
Because so much of what Regal Fish needs is native to the platform, the team avoids the patchwork of third-party apps a different solution would have required — a major win in a category where catalog complexity and pricing nuance are the norm.
A DTC experience built on the right partners.
On the DTC side, Regal Fish pairs BigCommerce with a curated stack of best-in-class tools and a long-standing development partner, Agency51.
The team focuses relentlessly on customer experience, supported by BigCommerce’s flexibility thanks to integrations that empower:
A/B testing via Convert.com to optimize conversion
Session recording and heatmapping with Lucky Orange
Email and lifecycle marketing through Klaviyo
On-site search powered by Smart Search and upsells through Easy Upsell
A growing loyalty program on influence.io, replacing an earlier tool that wasn’t delivering
Reviews via reviews.io and multi-marketplace selling on Amazon and TikTok Shop via M2E
The team also leans on the analytics and reporting available through BigCommerce to influence product range decisions, investment priorities, and board-level reporting, all of which are critical in a category where data has to fight its way into a very traditional industry.
“We rely on data quite a lot to influence decisions around what products we bring and what we expand on. The data we’re getting from BigCommerce is really, really good; it definitely lets me present where we are and where we’re going to the board easily,” shared Girgis.
PayPal: A frictionless option customers love.
To meet shoppers where they are, Regal Fish offers three primary payment options at checkout:
PayPal was a deliberate addition based on customer convenience and brand trust, and the results speak for themselves.
Year-to-date, 21% of all Regal Fish transactions flow through PayPal, making up a meaningful share of revenue that would likely have been lost without the option in checkout. For the team, it’s a clear example of how the right payment mix can directly unlock incremental orders.
“Lots of people prefer to transact through PayPal. Not having that option actually has a cost for us versus just having it there,” explained Girgis.
“Where BigCommerce shines is B2B, and because of the direction of the business, BigCommerce was the better long-term option."
HANI GIRGIS, ECOMMERCE MANAGER, REGAL FISH
“We rely on data quite a lot to influence decisions around what products we bring and what we expand on. The data we’re getting from BigCommerce is really, really good; it definitely lets me present where we are and where we’re going to the board easily.”
HANI GIRGIS, ECOMMERCE MANAGER, REGAL FISH
RESULTS
Aggressive growth, with more in the tank.
Since moving to BigCommerce, Regal Fish has delivered the kind of ecommerce growth most legacy seafood businesses would consider out of reach, and has its sights on an even steeper curve ahead, including targets like:
25% increase in revenue YTD
40% DTC growth target for the year ahead
21.28% of transactions year-to-date now processed through PayPal
Just as importantly, the relationship with BigCommerce has been a quiet driver of that progress. A consistent account manager and a responsive support model have helped the team turn obstacles into solutions rather than blockers.
“Having that one-on-one catch-up where I can highlight key issues or ask for thoughts and feedback has been really helpful. I’ve found our account manager really approachable, easy to work with, and genuinely helpful. It’s one of the key reasons we have a long-term relationship with BigCommerce.”
HANI GIRGIS, ECOMMERCE MANAGER, REGAL FISH
LOOKING AHEAD
From UK fishmonger to global digital model.
With BigCommerce as the foundation, Regal Fish's roadmap is ambitious. The platform has already proven its ability to power rapid growth across both DTC and B2B, giving the team the confidence and infrastructure to scale even faster. The B2B business is expected to play a defining role in the company's next phase, with BigCommerce B2B Edition providing the native capabilities needed to capture wholesale opportunities at scale. And the broader Nissui-backed vision is to take what works in the UK — a flexible, data-driven, partner-rich BigCommerce ecosystem — and replicate it in markets around the world.
The target the team is working toward is bold: roughly doubling the business every year from 2027 onwards.
"We wouldn't be able to deliver these results without BigCommerce. It's the platform we chose to go through the journey with."
HANI GIRGIS, ECOMMERCE MANAGER, REGAL FISH
Published: June 2026
