Case study · TW Wholesale
From Magento to BigCommerce in eight weeks, over Christmas.
A B2B BigCommerce store for hardware and building supplier TW Wholesale, integrated with OrderWise, with drop shipping and AI merchandising, built in eight weeks and grown with SEO and PPC.
Delivered by Agency51, the PureNet Group’s BigCommerce and digital marketing agency.
The challenge
TW Wholesale is a family business in Swadlincote, Derbyshire, founded in 1990. From its superstore and website it sells power tools, hand tools, workwear, fixings and plumbing supplies, from brands such as Bosch, DeWalt, Makita, Milwaukee, Stanley and Ox Tools, to trade and DIY customers across the UK, with next-day delivery and same-day collection.
Its Magento Open Source contract was ending, so the new platform had to be ready fast: an eight-week build, running over Christmas, for a January launch. It needed full integration with the OrderWise back office, drop shipping, and AI merchandising for a very large catalogue, plus an agency that could keep growing sales afterwards.
The project
- OrderWise integration: OrderWise uploads product, price and stock files to Google Cloud Storage over SFTP, and BigCommerce picks them up and processes them. Orders travel the other way, written by BigCommerce and read back by OrderWise.
- Drop shipping: a fulfilment process that ships from several vendors and locations
- AI merchandising: AI search with behavioural optimisation, learning from how customers browse and buy to lift sales and engagement
- Clear navigation that makes a huge range quick to browse
- SEO throughout the build, then onsite work on high-volume keywords
After launch, Agency51 took on PPC and SEO. Because TW Wholesale’s range changes constantly, the strategy adapts with it, and PPC concentrates on key brands, product lines and higher-margin products for the best return on ad spend.
The results
The store went live inside the eight-week window, fully integrated with OrderWise, and replaced the old platform smoothly. AI merchandising shows customers the products they’re most likely to want, and drop shipping keeps fulfilment smooth. SEO and PPC continue to drive demand, with a return on ad spend that justifies further investment.
“We at TW Wholesale pride ourselves in delivering the very best quality to our customers. Our BigCommerce ecommerce site developed by Agency51 has provided a first-class platform to keep delivering this commitment online. And their digital marketing team provides real growth, meaning the customers we’re delighting increases by the day.”
Michael Tichauer, Systems and Operations Manager, TW Wholesale