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Garrett Wade

Primary Service: Design & Development
Primary Technologies:
Banner Image - Garrett Wade BigCommerce Website Lifestyle





Conversion Rate


Average Order Value

The Background

How We Built Garrett Wade's BigCommerce Website and Increased Revenue By 76%

It's not uncommon for eCommerce businesses to face challenges with backordering, inventory management and pricing rules. That's exactly what Garrett Wade had trouble with on their Magento website. So they turned to Groove Commerce for help migrating their entire eCommerce store from Magento to BigCommerce.

Garrett Wade is a family owned-business established in 1975. The company sells directly to consumers through their website, and their products consist of high-quality hand tools for woodworking, gardening and outdoor work.

The Challenge

Difficult User Experience

The Garrett Wade team reached out to Groove Commerce to migrate their Magento store to BigCommerce. They faced a few challenges, including grouping products, backordering and inventory and pricing rules. The company sells a wide range of products with inventory constantly changing, so they wanted assurance that their new BigCommerce website would enable customers to backorder. The company also offers many buying options for their products, so they aimed to provide an easy and exceptional user experience for their customers with a flexible BigCommerce website design. 

Carousel Image - Garrett Wade BigCommerce Website 1
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The Solution

Migrating to BigCommerce

We led the design, development and launch of the Garrett Wade website on the BigCommerce Enterprise platform. We used BigCommerce Stencil's sophisticated features and dynamic functionality to provide an easy-to-use website experience for our client's customers.

We built the website using a page builder and created custom drag-and-drop widgets that comprise the entirety of the site. This approach gave the Garrett Wade team complete control of their site. Now, their team can easily make quick updates to the website on their own − without the help of a developer.

Grouping Products

Garrett Wade has a very distinctive way of featuring the Product Detail Page variants. There are options to buy two different kinds of products individually, buy two products together as a single product, and/or add two different types of replacement blades to any of the three product options. Garrett Wade specifically requested this set-up to ensure they could meet their customers’ needs. 

Backordering Products & 3PL Integration

This project involved a variety of complex backordering rules that Garrett Wade needed to sort out to provide their customers with the best website experience.

Their wide range of products includes some that are limited-time only, so once they're sold out, they're sold out forever. Other products, however, are available for re-order but require customers to sign up for an in-stock email.

Garrett Wade needed to be able to update product detail pages frequently to keep up with the changing inventory and ensure customers knew exactly when items were available for purchase. To address this issue, we used BigCommerce inventory rules to make sure that any products in the front-end match the availability of inventory in their warehouse.

Garrett Wade leveraged a 3PL Integration to determine what products are available in the warehouse and what products have been shipped out to ensure they're displayed properly on the front-end. In short, this is how the 3PL Integration considers product availability:

 • Is it available for purchase?
 • If not, will it ever be?
 • If it ever will be, will it be available in the next 30 days?
 • If yes, customers can purchase it now.
 • If no, customers can sign up to be notified to purchase it later.

Eventually, it will switch from a notification to a preorder, and this process repeats as products go in- and out-of-stock. This workflow manages the complexities of reading the data and showing it correctly on the front-end.

Our team wrote the logic that reads the integration. In other words, the data is hard to decipher, so we wrote the logic to display complex inventory rules. The complex inventory rules are fed into BigCommerce by the integration, and we built functionality that displays each product properly on the front-end of the Garrett Wade website.

New App Setup & Installation

Following the design and development of the new site, our team leveraged technical SEO optimization, including Google Analytics and tracking scripts, robots.txt configuration, schema.org markup and more to increase traffic and drive conversions.

Here are some additional applications we used to help hit the ground running:

 • Klaviyo
 • Stamped
 • Searchspring
 • Feedonomics
 • Avalara

The Results

In just the first week of their BigCommerce website launch, the team experienced a 23% increase in eCommerce conversion rate, as well as a 60% increase in revenue year over year. In the first quarter post-launch year over year, Garrett Wade saw the following results. If you’d like to achieve similar results, reach out to a consultant below.






Conversion Rate


Average Order Value


What Our Clients Have To Say

"We successfully launched our website and have seen some great results from it. Since then, they have helped optimize through consistent and well-managed development projects that are a mix of ideas we bring to the table and ideas from their managers and other team members."
Garrett Wade Square Logo BigCommerce Case Study
eCommerce Manager Garrett Wade

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