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WholeMe reaches new markets with BigCommerce

How a health food company has grown from a niche market to global ecommerce and the shelves of major retail stores in less than 5 years.



49.79% 34.22% 9.03%
increase in orders YoY increase in traffic YoYincrease in conversion rate
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The WholeMe success story

When Mary Kosair found out her husband had been diagnosed with adult-onset diabetes in 2012, she wanted to do something to help. She partnered with Krista Steinbach, a culinary expert, to develop healthy snacks that were both healthy and convenient –– and thus, WholeMe was born.

Today, they’ve created a thriving business with products that are sold online through their BigCommerce store and via wholesale partners.

And sales are growing each year. In less than 5 years, they’ve perfected their BigCommerce store to produce a direct traffic conversion rate of 10.72% and an all-time abandoned cart recovery rate of 20.41% –– all while developing relationships with stores like Whole Foods.


From Niche Market to Mass-Market

As told to BigCommerce by Seth Steinbach, President of WholeMe.

In the early days, WholeMe largely targeted the Crossfit community with our healthy, grain-free food products. But as time passed, we realized we wanted to reach a larger market and start selling the products to the masses.

My wife Krista Steinbach and Mary Kosair, the co-founders of WholeMe, brought me on in 2013 and I was initially tasked with building out the brand website and all of its integrations. After hours of research comparing different platforms, I decided on BigCommerce because it was the best solution for our needs. Not only was it flexible and customizable, but it was also easily scalable as our company grew.

Today, all of our orders are on BigCommerce. Our products are there. And our business largely lives within this platform.


Most of our wholesale distributors have their own processes that we have to follow, so we haven’t had to do EDI at this point. Right now, the QuickBooks integration with BigCommerce is our go-to tool. Seth Steinbach, President of WholeMe

An online destination for validation

As told to BigCommerce by Seth Steinbach, President of WholeMe.

One of the valuable things that our BigCommerce website does for us is that it acts as a proof of concept and serves as a place we can point to when developing new business relationships with retailers and wholesalers.

Our business involves many wholesale partnerships –– and we don’t have a brick and mortar store. Instead, we focus on developing relationships with retailers like Whole Foods to get our product in front of new audiences.

One way our website helps in this process is via our store locator tool, which is integrated with the site so that these partners can see where we already have a presence. It’s a way for them to quickly validate and see that we have a growing footprint.


Flexible tools that scale with growth

As told to BigCommerce by Seth Steinbach, President of WholeMe.

When I started looking for an online shopping cart solution, I did my research and looked at all of the different ecommerce platform options, including BigCommerce.

What it came down to for us was a need for a tool that allowed for openness and flexibility for developing themes.

We started very, very basic, and wanted to find a tool that would continue to evolve with us as we grew –– and BigCommerce was the solution that met that requirement for us (and it still does.)


Leveraging BigCommerce’s functionality and security

As told to BigCommerce by Seth Steinbach, President of WholeMe.

In recent years I’ve re-evaluated our ecommerce approach, and quite frankly, for us, moving away from BigCommerce just doesn’t make sense. We’d lose some of our core functionality if we switched to a competitor like Shopify.

One of the biggest hits was that we’d end up paying a lot more for features that come out of the box with BigCommerce –– not to mention the developer piece of that equation to find someone who knows their proprietary code.


One of the valuable things that our BigCommerce website does for us is that it acts as a proof of concept and serves as a place we can point to when developing new business relationships with retailers and wholesalers. Seth Steinbach, President of WholeMe
My advice to other online retailers is: Don't be afraid. Just get into it. Get things going, and realize that it's never going to be 100% perfect. At the end of the day getting out there and getting your product live are the first steps to success. Seth Steinbach, President of WholeMe
Wholeme Quote Hero

WholeMe reaches new markets with BigCommerce

How a health food company has grown from a niche market to global ecommerce and the shelves of major retail stores in less than 5 years.


49.79% 34.22% 9.03%
increase in orders YoY increase in traffic YoYincrease in conversion rate


QuickBooks Integration for no-frills wholesale management

As told to BigCommerce by Seth Steinbach, President of WholeMe.

Most of our wholesale distributors have their own processes that we have to follow, so we haven’t had to do EDI at this point. Right now, the QuickBooks integration with BigCommerce is our go-to tool.

It’s simple, no-frills –– gets the job done. Eventually there will be a natural break where we’ll move from a QuickBooks world to a more dedicated ERP system, but right now we’re still a young startup, and this tool is affordable and easy to use.

I think of our approach like this: When I was in the Army and we were deploying overseas, the general came in and said, "You can have whatever you need to go to war. Except for technology, because you would bankrupt the government with all of the stuff you can buy."

Technology can get very expensive, and we don't want to chase shiny objects. We want to make sure whatever we invest in is smart for our future growth. The good thing is that down the road, when we’re ready to upgrade, we know that most cloud-based ERP solutions will integrate with BigCommerce and be no problem.

Learn more about connecting your store to Quickbooks here.


Lessons in launching

As told to BigCommerce by Seth Steinbach, President of WholeMe.

My advice to other online retailers is: Don't be afraid. Just get into it. Get things going, and realize that it's never going to be 100% perfect. At the end of the day getting out there and getting your product live are the first steps to success.

We started 5 years ago, and our question was, "Well, how are we going to sell this stuff?” From there it was: “Let’s try online. Let’s get a website. Let's go." We just started. From there, people go online and start buying, they tell more people, and even the native growth path without advertising is still better than no progress at all.


In recent years I’ve re-evaluated our ecommerce approach, and quite frankly, for us, moving away from BigCommerce just doesn’t make sense. We’d lose some of our core functionality if we switched to a competitor like Shopify. Seth Steinbach, President of WholeMe

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