BigCommerce announced the launch of Brompton, the foldable bicycle company, on the BigCommerce platform. After struggling for years with its previous ecommerce platform and tech stack, Brompton sought a new platform that offered flexibility and the ability to scale as the company grows and its priorities shift. The bicycle purchasing journey includes both online and offline touches.

Customers shop around to compare different models, specifications, availability and prices, but they also want to ride different models before making a decision. Brompton wanted the flexibility to support storefronts in different markets as ecommerce expands rapidly beyond the UK. Additional functionality such as click-and-collect and improved analytics are key to increasing direct-to-consumer sales, which the company expects to comprise 50% of its business in the next few years.

Reaching that target for a carefully considered purchase like a Brompton requires in-depth understanding of the customer journey and an ability to personalise it appropriately. Built on BigCommerce, the new commerce site leverages multiple BigCommerce partners for a composable commerce site. Global market-leading front-end solution Vue Storefront powers the front-end.

E-commerce experience provider Bloomreach serves as Brompton?s CMS, driving AI-powered personalization across the site. Search capabilities from Algolia sit on top of Bromptom?s Cin7 inventory management system, which effectively functions as its ERP. Brompton?s BigCommerce sites currently support sales in the UK and US, and the company plans to expand into additional European markets soon.