Mainely Urns Connects Families, Funeral Homes, and Pet Loss Professionals with BigCommerce

SOLUTION

Bringing every brand under one roof.

Managing five distinct brands, each with its own catalog, audience, and operational needs, had become increasingly inefficient. Mainely Urns needed a centralised solution to unify the business without slowing it down.

With BigCommerce multi-storefront, the team now manages all five storefronts from a single backend, including MainelyUrns.com, CremationUrns.com, PetCremationUrns.com, CremationUrns.ca, and UrnSpirationB2B.com.

The result:

• Faster product launches across brands.

• Less duplication of effort across systems.

• A single source of truth for inventory, orders, and updates.

“Managing five storefronts from one backend is huge for us,” shared Madore. “When we launch a new urn collection, we can roll it out across all brands in a fraction of the time it used to take.”

BigCommerce also made it easy to expand internationally. With the launch of CremationUrns.ca, Canadian customers now see pricing in CAD, shipping rules tailored to their region, and a checkout experience that feels local.

“The ability to localise storefronts with Canadian currency, pricing, and shipping rules gives customers a familiar, trustworthy experience,” said Madore. “On the backend, we are able to manage everything alongside our US stores from one dashboard, which keeps operations efficient.”

Extending partner reach with white-label storefronts.

To help funeral homes and pet-loss professionals grow online, Mainely Urns launched two white-labeled ecommerce platforms — Our Urn Store™ and Our Pet Urn Store™ — built on BigCommerce. 

Leveraging LeadDyno, each partner receives a branded subdomain that reflects their visual identity while running on a single, centrally managed backend. This gives partners a turnkey storefront without the need for inventory, fulfilment, or ecommerce overhead.

Behind the scenes, affiliate tracking and pricing logic are fully automated:

• Subdomains match affiliate codes for accurate tracking.

• Discounts are applied automatically at checkout.

• Orders are attributed with no manual steps required.

This strategy has become a cornerstone of Mainely Urns’ shift from wholesale to a scalable, digital-first model that blends centralised operations with personalised partner experiences.

Making the B2B experience less transactional and more meaningful.

The B2B side of Mainely Urns was growing fast. Funeral homes and crematories were eager to order online, but the old system made it hard to serve them at scale. Placing a single order still required emails, phone calls, or spreadsheets. There was no easy way to offer tiered pricing, account hierarchies, or curated product catalogs.

With BigCommerce B2B Edition, the team redesigned the entire partner experience from the ground up.

Key improvements included:

• A Buyer Portal where partners can log in, browse a custom catalog, and place orders without assistance.

• Real time pricing and case pack options tailored to each account.

• Company Hierarchy functionality for group-level visibility across multiple locations.

• Streamlined self service ordering that saves time for both partners and internal teams.

“BigCommerce has allowed us to completely reimagine our B2B buying experience,” remarked Madore. “These features have made the B2B side of our business more professional, more efficient, and easier for funeral homes and directors to do business with us”.

The impact was immediate. More than 100 funeral homes now use the Buyer Portal, and the sales team has shifted from processing transactions to building deeper relationships with partners.

Letting automation do the heavy lifting.

For Mainely Urns, speed and accuracy are everything. 

With multiple storefronts and order types across B2B and direct to consumer, even small inefficiencies had a ripple effect. Manual routing, shipping errors, and fulfilment delays not only slowed the team down, but risked the customer experience at sensitive moments.

By integrating BigCommerce with tools like OrderDesk and ShipStation, the team was able to streamline their most critical workflows.

“OrderDesk and ShipStation have been the most impactful integrations for us,” said Madore. “OrderDesk automates order routing across all of our storefronts, saving our team countless hours and reducing errors. ShipStation streamlines the shipping process from start to finish, giving us faster turnaround and better accuracy. Together, they’ve made our operations far more efficient and scalable.”

On the DTC side, they worked with Dahaus Digital to implement advanced email automation through Klaviyo. Together, they built a series of flows — including welcome, abandoned cart, post-purchase, and retention — all segmented by customer type and behavior. 

Messages are tailored to the nature of the loss, with separate journeys for pet owners, families grieving a child or infant, and those honoring military or first responder service. The result is an email experience that is not only automated and performance-driven, but also deeply respectful and context-aware.

With these tools tightly connected to BigCommerce, the team can spend less time on backend logistics and more time supporting families and funeral professionals.