How Tradelink Achieved 338% Revenue Surge with BigCommerce

Background and Brand Heritage

Founded over 150 years ago, Tradelink stands as Australia’s premier plumbing merchant. With more than 200 branches and 1,300 team members, the company built its reputation on product availability and expert advice. But its legacy backend platform offered limited ecommerce support and could not mirror the efficiency of in-store purchasing. To capture a latent online market and demonstrate the value of digital commerce, Tradelink set out to replatform with a focus on speed, flexibility, and omnichannel integration.

Challenge: Accelerating Time to Value

Executive General Manager Luke Naish spearheaded the digital overhaul. Faced with a six-month deadline, the team needed a solution that eliminated lengthy development cycles and delivered a robust B2B and B2C experience. The imperative demands: lightning-fast page loads, accurate search, mobile responsiveness, and seamless connectivity to existing systems. In reviewing their options, Naish noted BigCommerce’s open API architecture and plug-in ecosystem offered the fastest path to meaningful ROI.

Solution: Crafting a True Omnichannel Experience

In November 2020, Tradelink launched its new storefront on BigCommerce. By leveraging the platform’s open APIs, the brand integrated consumer reviews via Trustpilot, email marketing through dotdigital, and on-site search powered by Klevu. To further replicate the in-store touchpoints, Tradelink introduced a virtual showroom, connecting customers with product experts in real time. UX agency Matter Design crafted a frontend that balanced modern design with the merchant’s storied heritage, ensuring accessibility and brand fidelity.

Results: Record-Breaking Growth

Between November 2020–April 2021 and May–October 2021, Tradelink’s online channel exploded: customer counts surged by 346%, order volume climbed 373%, and revenue jumped 338%. Daily transactions now outpace entire months from earlier in the year, and traffic has increased fivefold. The release of a dedicated B2B portal in Q1 2022 cemented the platform’s role in Tradelink’s growth strategy.

Looking Ahead: Sustaining Momentum

With trust in the BigCommerce foundation, Tradelink is exploring advanced personalization, AI-driven product recommendations, and further automation to support its expanding B2B clientele. The rapid deployment and scalable architecture have instilled confidence that the business will continue to evolve alongside customer needs and emerging technologies.