Stanford Medicine Gift Shop’s 40% Revenue Surge After a Rapid Ecommerce Pivot

Turning Crisis into Opportunity

When the COVID-19 pandemic forced the closure of its physical location, Stanford Medicine Gift Shop faced an urgent need to keep serving patients, staff and family members with therapeutic gifts, snacks and essentials. With existing plans for an online store still a year away, the team accelerated their roadmap—selecting BigCommerce for its speed, reliability and ease of use. In just four to six weeks, they had a fully functioning storefront, synchronized inventory via Lightspeed, and simple marketing workflows through Mailchimp integrations.

Challenges and Quick Wins

Stanford’s Gift Shop had zero prior website experience. They needed a solution that required minimal developer resources and training. BigCommerce’s intuitive backend allowed non-technical staff to manage over 14,000 SKUs, configure multiple pickup points across campus, and enable cost-center billing for internal department orders. A one-day soft launch to staff and a broader release the next morning proved the platform’s flexibility.

Custom Pickup, Delivery, and Billing

The team repurposed their warehouse as a pickup location to serve nearby clinics, and they enabled in-hospital deliveries directly to nursing units when visitor restrictions applied. Offline payment options allowed departments to charge cost centers instead of credit cards—eliminating reimbursement paperwork. This level of customization not only streamlined operations but improved the overall customer experience.

Engagement, Branding, and Growth

Mailchimp integration pulls subscriber data directly from BigCommerce, enabling monthly newsletters to over 5,000 contacts and driving repeat visits. Homepage carousels highlight promotions, new product lines and hospital news, all within Stanford Medicine’s digital guidelines. “It screams Stanford,” notes the team, maintaining brand consistency and trust.

Behind-the-Scenes Transformation

What began as a storage facility turned into a fulfillment hub. The Gift Shop hired new staff, optimized warehouse workflows, and redefined team roles. This operational shift has supported a fast-growing online channel without compromising in-person service.

Results that Speak Volumes

Since launch, the Gift Shop has registered a 40% increase in revenue and a 12% uptick in transactions. They now fulfill over 300 orders each month and have processed more than 16,000 transactions. Other hospitals have reached out for guidance, cementing Stanford’s role as a best practice leader.

Looking Ahead

Future plans include pop-up shops at clinics across northern California and enabling out-of-state shipping for alumni and supporters. With BigCommerce’s multi-location inventory and flexible fulfillment, the Gift Shop is poised for thoughtful scalability.