Glen Dimplex Australia Builds a Scalable B2B Experience with BigCommerce
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600
trade customers onboarded
95%
of spare parts processed through online portal
Key highlights:
CHALLENGE.
Manual phone and email ordering created bottlenecks for smaller trade customers and internal teams.
Internal sales team was tied up with routine order entry, limiting scalability, and consistency.
Glen Dimplex Australia (GDA) lacked a unified, digital-first B2B foundation across warehouses and systems.
SOLUTION.
Launched GDA DigiCart on BigCommerce B2B Edition to enable self-service trade ordering.
Integrated ERP and OMS systems to automate routing, credit checks, and fulfilment logic.
Tailored the storefront and backend to support bulk ordering, account-specific pricing, and complex product mixes.
RESULTS.
Onboarded 600 trade customers, nearly double the original target.
Shifted 95% of spare parts orders to the digital portal.
Streamlined operations, reduced manual work, and exceeded revenue expectations.
Turning up the heat on B2B
Glen Dimplex is one of the biggest names in home appliances, with brands like Dimplex, Belling, and Morphy Richards found in homes across Australia. From heating and cooling to cooking and air treatment, its products are designed to deliver comfort, convenience, and reliability.
But behind the scenes, Glen Dimplex Australia was facing mounting friction in how it served smaller trade customers.
To stay ahead, the business set out to reimagine its digital experience for B2B buyers, and build a foundation for faster, smarter commerce across its ecosystem.
CHALLENGE
Manual processes slowed B2B operations.
Glen Dimplex Australia quickly identified a critical gap: without a dedicated digital platform, their B2B customers weren’t being served effectively.
As Head of Technology and Digital, Vymal Jahajeeah led the end-to-end delivery of this transformation, driving the shift of their smaller customer base onto a best-in-class ecommerce portal — an initiative that rapidly became a top priority.
Smaller retailers and cash customers still placed orders by phone or email. Their internal sales team spent hours each week managing routine requests, checking stock, and re-entering orders — a process that didn’t scale.
“We were relying on sales reps and internal sales teams to manage and serve smaller independent retailers and cash customers, and that just wasn’t sustainable,” said Vymal. “We needed a way for customers to self-serve, browse products, place orders, and manage their accounts online.”
Internally, the business needed to reduce manual work and bring consistency to how orders were captured, validated, and fulfiled across multiple warehouses.
To deliver the experience customers expected, Glen Dimplex needed more than an ecommerce site. They needed a scalable, digital-first B2B foundation.
“We needed a way for customers to self-serve, browse products, place orders, and manage their accounts online.”
VYMAL JAHAJEEAH, HEAD OF TECHNOLOGY AND DIGITAL, GLEN DIMPLEX AUSTRALIA
SOLUTION
Launching GDA DigiCart with B2B Edition.
Glen Dimplex knew BigCommerce B2B Edition was the right choice for creating a digital-first experience tailored to the needs of its trade customers.
With it, the team launched GDA DigiCart — a self-service B2B portal designed to streamline operations and reduce reliance on manual processes.
The system is tightly connected to Glen Dimplex’s ERP (Infor System21) and OMS (RANDEMRETAIL), with built-in logic that:
Routes orders based on warehouse stock levels and freight rules
Applies credit limits in real time
Validates payment and dispatch logic with no manual steps required
“Our OMS talks directly to both BigCommerce and our ERP. Orders are routed in real time based on stock level, freight rules, and dispatch logic,” shared Vymal.
What started as a digital sales channel has become a core part of B2B operations, automating fulfilment, improving accuracy, and freeing up teams to focus on more strategic work.
Enhancing the buyer experience.
With the foundation in place, Glen Dimplex turned its focus to the customer experience, ensuring the storefront made it easy for trade partners to find products, place large orders, and manage their accounts independently.
Using built-in features in BigCommerce B2B Edition, the team tailored the storefront by configuring:
Account-specific pricing and product catalogs using price lists and customer groups
Bulk ordering tools such as CSV upload and quick add-to-cart
Real-time access to order history, invoices, and stock levels
A responsive design optimised for desktop, tablet, and mobile
“Each retailer sees the product and pricing that are specific to them. It’s no longer one-size-fits-all,” said Vymal. “The storefront itself is modern, responsive, and customers get a smooth B2C-like experience, whether they are on a desktop, tablet, or their phone.”
By putting customers in control, Glen Dimplex reduced friction across the purchase journey, making ordering faster and more intuitive.
Customisation for a complex product mix.
After launching its B2B portal, Glen Dimplex needed to support a more complex scenario. The business sells both finished goods and spare parts, each managed in a separate ERP system. Orders had to look unified to customers but be routed differently behind the scenes.
“We basically have two ERP systems — the spare parts platform and our finished goods platform,” said Vymal. “So we had to do some customisation to enable mixed carts. On the front end, it’s seamless, but on the back end, we’re splitting the order and sending it to two different platforms.”
The team worked with RANDEMRETAIL to phase in a custom fulfilment flow, ensuring orders could route correctly across systems and warehouses. A freight matrix was also introduced to calculate shipping based on product size, weight, and location without adding friction at checkout.
“It just works now and it’s scalable,” remarked Vymal.
With over 15,000 spare parts SKUs, Glen Dimplex now has the flexibility to manage high-volume complexity while delivering a consistent customer experience across product types.
“It just works now and it’s scalable.”
VYMAL JAHAJEEAH, HEAD OF TECHNOLOGY AND DIGITAL, GLEN DIMPLEX AUSTRALIA
“The storefront itself is modern, responsive, and customers get a smooth B2C-like experience, whether they are on a desktop, tablet, or their phone.”
VYMAL JAHAJEEAH, HEAD OF TECHNOLOGY AND DIGITAL, GLEN DIMPLEX AUSTRALIA
RESULTS
Transformational growth and operational efficiency.
Glen Dimplex’s B2B platform has quickly become a key driver of growth, efficiency, and long-term strategy.
“The revenue anticipated through the platform has not only met, but surpassed our expectations,” said Vymal. “BigCommerce streamlined operations, improved efficiency, and unlocked opportunities that were previously out of reach.”
More than 600 trade customers have been onboarded — nearly double the original target — and 95% of spare parts orders are now processed through the portal. Customers can place orders independently, with far less reliance on phone and email.
Internally, the platform has helped teams work smarter, with shared data, faster fulfilment, and fewer manual steps across sales, operations, and IT.
“It’s made the buying journey more efficient and the internal process more transparent and fluent,” said Vymal. “BigCommerce complements both internal and external teams.”
“The revenue anticipated through the platform has not only met, but surpassed our expectations.”
VYMAL JAHAJEEAH, HEAD OF TECHNOLOGY AND DIGITAL, GLEN DIMPLEX AUSTRALIA
LOOKING AHEAD
Expanding reach and deepening impact.
With a strong foundation in place, Glen Dimplex is expanding the platform to new regions and use cases.
Next is the rollout to customers in New Zealand, followed by deeper integration into Australian showrooms to enable more connected, tech-driven experiences.
“BigCommerce is already a market leader in the commerce platform,” said Vymal. “It’s important that we tap into those new features that are coming in.”
Glen Dimplex sees the platform as a long-term growth engine: one that will continue to scale across product lines, customer segments, and geographies, unlocking new value with every phase.
“BigCommerce is already a market leader in the commerce platform. It’s important that we tap into those new features that are coming in.”
VYMAL JAHAJEEAH, HEAD OF TECHNOLOGY AND DIGITAL, GLEN DIMPLEX AUSTRALIA
Published January 2026
