From Meat Equipment to 55% Conversion Lift: Walton’s BigCommerce Win

Background

Founded in 1986 by Don Walton, Walton’s began as Mid-Western Research & Supply, catering to meat processing plants with premium equipment and unparalleled expertise. Over the decades, they expanded into spices, rubs, and accessories, earning the tagline “Everything but the Meat!” As customer expectations shifted online in the 2010s, Walton’s legacy platforms—first Magento 1, then a custom build—proved fragile. During peak holiday sales, outages became intolerable, and the back-end lacked modern B2B tools.

Challenges

Walton’s struggled with frequent downtime, an unwieldy interface, and complex product updates across separate retail and commercial sites. Their butcher shop clients needed detailed pricing tiers, bulk order management, and shared order history, while a growing home-processing audience demanded a sleek direct-to-consumer journey. Maintaining two platforms doubled overhead and stifled growth.

Solution

Choosing BigCommerce as a unified solution, Walton’s teamed up with BigCommerce’s Data Migration experts and Razoyo agency consultants. In just four months, they migrated product catalogs, configured B2B price groups, and integrated Sage 100 ERP. Native API endpoints allowed a click-to-sync workflow, transferring pricing tiers, SKUs, and inventory in real time.

To enrich customer experience, they leveraged Shogun Page Builder for custom landing pages optimized for Core Web Vitals. A bespoke Razoyo app surfaced shared order history across user roles, preventing duplicate orders and streamlining admin tasks. BigCommerce’s app ecosystem and headless-friendly APIs empowered Walton’s dev team to iterate quickly without ballooning costs.

Results

• 55% increase in conversion rates
• 7.4% growth in total orders
• 6.7% revenue boost year-over-year

Holistic support from a dedicated Technical Account Manager and BigCommerce’s SEO audit service quickly addressed a simultaneous URL change, restoring organic visibility within hours. Freed from platform maintenance headaches, Walton’s now focuses on community building through Meatgistics, a social hub of over 27,000 enthusiasts.

Future Outlook

With a scalable commerce foundation, Walton’s is poised to capture the next generation of buyers. As B2B workflows move online, customer service agents can troubleshoot complex orders, while sales teams forge new partnerships—driving efficiency and fueling expansion into new markets.