How Yeti Cycles Accelerated Growth with Headless BigCommerce
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Executive Summary
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Background
Yeti Cycles, a Colorado-based mountain bike innovator, was hamstrung by a bulky tech stack spanning Magento, Salesforce, and Readymag. Each new product launch felt like a coordination nightmare across systems, slowing time to market and diluting the premium feel their fans expected.
The Challenge
With wholesale orders requiring complex back-end integrations and consumer demand rising, Yeti needed a unified platform. They sought a solution that could process B2B bulk orders, support a robust CMS for storytelling, and maintain a luxury brand look with true agility.
Partner Selection
Yeti partnered with ZaneRay, an experienced BigCommerce agency, to evaluate architectures. Both teams saw headless as the future—separating front-end flexibility from back-end reliability. Integrations could tie into Syspro ERP without replacing existing services.
Headless Implementation
By decoupling the presentation layer, Yeti built pages in days instead of months. A modern front-end framework ingested content from a powerful CMS and tapped into BigCommerce APIs for cart and checkout flows. It felt like a design playground yet delivered enterprise resilience.
Unified B2B & DTC
Traditional B2B portals lack the polish of DTC stores. Yeti’s new site offers bulk ordering, back-in-stock alerts, and flexible fulfillment alongside consumer-friendly navigation. When leadership greenlit direct-to-consumer sales, the headless foundation enabled launch in just one month.
Results
The revamped site delivered a 49% lift in page views and an 18% boost in average session duration year over year. Developers moved faster, marketing teams felt empowered, and end users experienced a seamless journey from discovery to checkout. It's not just about speed it's about control.
Ongoing Innovation
Yeti continues to expand content formats—mixed media stories, interactive lookbooks, and community hubs. The headless approach leaves room to experiment with new channels, personalized campaigns, and advanced analytics without a forklift upgrade.
Key Takeaways
- 1Yeti Cycles replaced a fragmented tech stack with a headless BigCommerce platform to enable faster launches and unified operations.
- 2A decoupled front end empowered marketers to build new pages in days, reducing development cycles from months.
- 3Integrating Syspro ERP, Salesforce CRM, and eBridge ESB kept existing back-end investments while modernizing customer experiences.
- 4Yeti compressed its DTC rollout into just one month by leveraging its headless framework built for extension.
- 5The new site drove a 49% increase in page views and an 18% rise in average session duration year-over-year.
- 6By merging B2B and DTC on one platform, Yeti delivered bulk ordering features and premium design in a cohesive storefront.
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