SportsShoes, a Top UK Sporting Goods Retailer, Unveils Composable Commerce Platform on BigCommerce

BigCommerce (Nasdaq: BIGC), a leader in open SaaS and composable eCommerce solutions, has announced the successful launch of a new composable commerce website for SportsShoes, the UK’s largest independent sporting goods retailer.

“Replatforming to BigCommerce allowed us to create a top-tier composable digital experience that is driving impressive results and transforming our business.”

Focused on enhancing the lives of fitness enthusiasts—from elite athletes to beginners—SportsShoes sought to provide an exceptional online shopping experience. Faced with limitations from its previous legacy system, the retailer embarked on a £2.5 million website overhaul using BigCommerce’s platform and partner ecosystem to modernize its eCommerce operations.

“We saw a chance to unlock more revenue through our website, and this project helped us set a new benchmark in online sports retail,” said Jon Cleaver, Chief Technology Officer at SportsShoes. “The switch to BigCommerce allowed us to build a cutting-edge composable digital experience that is yielding outstanding results and revolutionizing our business.”

Since the launch of the new site earlier this year, SportsShoes has experienced a 19% year-over-year increase in conversion rates and a 10% rise in average order value.

The project involved adopting a headless approach to replace the retailer’s monolithic eCommerce platform. The new site utilizes the Next.js framework, hosted on Vercel, offering zero-configuration deployment, global scalability, and performance. This approach provides SportsShoes with the flexibility to adapt to evolving technology more easily, a process that previously would have been time-consuming and costly.

SportsShoes began its iterative launch journey with a phased rollout, starting with international stores while maintaining operations on the existing site. The UK rollout in early 2024 proceeded smoothly, showcasing the effectiveness of the phased approach.

The retailer also took advantage of BigCommerce’s Multi-Storefront functionality to establish headless storefronts for the UK, Spain, Germany, Italy, France, and a mobile app in development.

“SportsShoes embarked on this project with an innovative vision to leverage composable architecture, which not only future-proofs their site but also enhances its ease of operation, checkout process, and customer experience,” said Mark Adams, Senior Vice President and General Manager of EMEA at BigCommerce. “We are proud to have supported this initiative alongside our partners.”

Internally, the project has improved the SportsShoes team’s efficiency. The company now enjoys a more cohesive content management process, with over 30 team members using Prismic.io CMS to manage updates and content in multiple languages. More than 80% of the site’s content is dynamic, allowing users to access real-world content like product reviews and training insights seamlessly integrated with shopping and checkout features. Additionally, the project has enhanced the technical skills of the team, with back-end developers upgrading to manage the AWS cloud-based technologies behind the new site.

“This project has significantly improved our ability to offer a fast and intuitive online shopping experience,” Cleaver noted. “Engaging with the running community is a key part of our business strategy, and it’s crucial that we offer the best products to meet their needs. For amateur runners, in particular, this represents a significant market opportunity and a focus for future development.”

Cleaver, an avid runner, was instrumental in designing the new site’s Running Shoe Finder feature, which helps customers select products based on their specific running needs.

For more information on building a resilient tech ecosystem with composable commerce, download BigCommerce’s guide, “Resilient eCommerce Architecture: Build to Scale with Composable Commerce.”

About BigCommerce

BigCommerce (Nasdaq: BIGC) is a leading open SaaS and composable eCommerce platform that enables brands and retailers of all sizes to build, innovate, and grow their online businesses. BigCommerce offers enterprise-grade functionality, customization, and performance with simplicity and ease-of-use. Thousands of B2C and B2B companies across 150 countries rely on BigCommerce, including notable brands like Burrow, Coldwater Creek, Francesca’s, Harvey Nichols, King Arthur Baking Co., MKM Building Supplies, United Aqua Group, and Uplift Desk. For more information, visit www.bigcommerce.com or follow us on X and LinkedIn.

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