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Vinyl Express converts international buyers with more than 1,177,202 SKUs

How one business expanded to five countries by supporting over 1 million unique products


1.17M 5 1
SKUs processed through BigCommerce countries and expanding payment processor for hundreds of currencies
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Simplifying a complex business

From a Dutch brick-and-mortar in 1973 to an online powerhouse, Vinyl Express used the BigCommerce platform to launch a massive brand redesign in 2016.

Today, the company continues to address the challenges of ecommerce complexity, bridging the IT gap between boutique record stores across the globe.

BigCommerce’s unique SKU support, payment options, shipping calculator and design environment made it the perfect platform for long-term growth unafraid of complex ecommerce problem solving.

Right now, we have a catalog of 1.5 million records. That's pretty big, but in two months it will be 2.3 or 2.4 million. Our large catalog is one of the main reasons we chose BigCommerce. Rogier van Genugten, CEO at Vinyl Express

BigCommerce’s 30x superpower over Shopify

As told to BigCommerce by Rogier van Genugten, CEO at Vinyl Express

Right now, we have a catalog of 1.5 million records. That's pretty big, but in two months it will be 2.3 or 2.4 million. Our large catalog is one of the main reasons we chose BigCommerce.

We were of course comparing BigCommerce to Shopify, and found out that Shopify is only able to process maybe 40,000 to 50,000 SKUs. BigCommerce is able to process much, much more –– even up to the 5 or 10 million we will need.


Adyen + BigCommerce offer endless global payment gateways 

As told to BigCommerce by Rogier van Genugten, CEO at Vinyl Express

In Holland, for instance, 70-80% of people use iDeal, which is a payment system not really used anywhere else. If you don’t have iDeal in Holland, the Dutch won’t buy from you.

All countries have their nuances like that, which is why it was so important we used Adyen with BigCommerce. Adyen supports a large volume of sales, and allows customers to choose their preferred payment method without cluttering up the checkout flow with a bunch of different payment options.

You can even use IP addresses to automatically fill in a country’s preferred payment as someone checks out, so you don’t disrupt the checkout flow for the end user.

We update the design pretty frequently, and the platform makes it easy to do so. Rogier van Genugten, CEO at Vinyl Express
Shopify is only able to process maybe 40,000 to 50,000 SKUs. BigCommerce is able to process much, much more –– even up to the 5 or 10 million we will need. Rogier van Genugten, CEO at Vinyl Express
Vinyl Express Mid Asset

Powerful shipping and design features lead to rapid growth

How Vinyl Express used enterprise-grade features to delight customers

1.17M 5 $1
SKUs processed through BigCommerce countries and expanding payment processor for hundreds of currencies


As told to BigCommerce by Rogier van Genugten, CEO at Vinyl Express

We have one of the most complex shipping structures you can imagine. We have suppliers all over the world. Some of them send records to us first and we mail-order to our clients, some send the records straight to the customer.

They all use different carriers, have different shipping costs associated with their product, and have different delivery times. All with different import and export rules and taxes.

It’s a very complicated system, but BigCommerce and ShipperHQ sync up to make it incredibly easy for us and our end customers.

Shipper HQ really helps us out by allowing us to set up those various costs, surcharges, etc. and show them to the customer automatically on each product. It’s an app that helps us be super transparent about our shipping costs –– which is extremely important to our business.


Design iteration with a local development environment

As told to BigCommerce by Rogier van Genugten, CEO at Vinyl Express

We do all of our own site design work in house and iterate on the BigCommerce platform to make the site better and better.

We used the Stencil Framework to create a completely new theme and structure that we built on our own servers here, and then push new versions.

The current site is version three right now. We are working on large improvements though, so there will be a version four released in about six weeks. We update the design pretty frequently, and the platform makes it easy to do so.


Connecting vinyl aficionados with their favorite records

As told to BigCommerce by Rogier van Genugten, CEO at Vinyl Express

We sell private records from local record stores all over the world. We have a catalog of 100 to 150 record stores, and we get some really great, rare catalogs from them. But those record stores aren’t selling online. They don’t have the technology expertise to help online consumers find that perfect record.

But with BigCommerce, we do. That’s what BigCommerce helps us to do: bridge the IT gap between small record store owners and their customers worldwide. It’s a complex online problem to solve, but from shipping to site design we are now able to solve it.

BigCommerce helps us bridge the IT gap between small record store owners and their customers worldwide. It’s a complex online problem to solve, but from shipping to site design we are now able to solve it. Rogier van Genugten, CEO at Vinyl Express

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