Millbrook Tack Saddles Up for Ecommerce Growth with BigCommerce
See how customisable, cost-effective and reliable BigCommerce is and why we built it that way.
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2X
increase in channels/feeds
2X
increase in integrations
Hours
saved managing channels and feeds
A heritage brand finds its digital fit
Millbrook Tack has been outfitting riders and their horses since 1992, offering everything from classic Western tack and apparel to modern lifestyle gear for life in and out of the saddle.
What began as a local family business has grown into a thriving omnichannel brand, with a strong ecommerce presence to match its brick-and-mortar roots. But when their previous platform unexpectedly shut them down, Millbrook Tack needed a flexible, fast-moving ecommerce solution to keep sales running. Thankfully, they found BigCommerce, a long-term partner for digital growth.
CHALLENGE
An unreliable system that put sales at risk.
Millbrook Tack’s ecommerce journey began on Magento, then shifted to Shopify in search of a simpler, more user-friendly experience. But when the site was unexpectedly taken offline, the team suddenly found themselves without a reliable way to serve customers and no clear backup plan.
Shopify had been appealing for its ease of use, especially without a developer on staff. But its rigid structure left little flexibility when the business needed it most. The downtime created immediate pressure to get the store back online and restore trust with customers.
“We didn’t know what to do,” said Laura Howell, Managing Partner at Millbrook Tack. “We were working with an agency at the time, and they’re the ones who brought us to BigCommerce. They helped us move quickly. We were lucky.”
That experience made it clear the business needed more than just a drag and drop solution. They needed a stable, scalable platform, something flexible enough to grow with them but simple enough to manage day to day.
“We were working with an agency at the time, and they’re the ones who brought us to BigCommerce. They helped us move quickly. We were lucky.”
LAURA HOWELL, MANAGING PARTNER, MILLBROOK TACK
SOLUTION
A stable platform that just works.
After the sudden shutdown, Millbrook Tack needed a reliable platform that offered more flexibility than Shopify, but without the complexity of Magento. BigCommerce struck the perfect balance.
“Shopify was like a box we had to fit into. Magento was the wild west, where you could do anything but needed a developer for everything,” shared Laura. “BigCommerce is right in the middle. It just works, and it works the way we need it to.”
That stability has become a key part of the brand’s digital growth. Without worrying about custom code or constant platform issues, the team can stay focused on selling. Product listings are easy to manage, and new tools can be tested quickly.
“The dashboard is very simple to use. Listing products, feeds, and everything else just has been really seamless,” she remarked.
Millbrook Tack also partnered with a theme developer to tailor the look and feel of their site.
“It was super easy to find someone to work with, and we ended up with a theme that felt really tailored to us,” Laura said.
Checkout options that build trust.
Millbrook Tack knew that offering a smooth, reliable checkout experience was key to converting new customers, especially in a niche category where trust matters. With BigCommerce, they were able to add the payment options their shoppers expect, without getting locked into one solution.
“We added PayPal, Apple Pay, Google Pay, and one of the pay-over-time providers,” Laura explained. “Shopify pushed their own checkout method, but BigCommerce lets you use what works best for your business and customers.”
This flexibility also helped improve the site’s credibility. “The checkout process is simple, and everything feels secure and stable,” she said. “That builds trust with our customers.”
With BigCommerce, Millbrook Tack can deliver a fast, flexible checkout experience that meets customers where they are and keeps the buying process friction-free.
Apps and integrations that deliver.
One of Millbrook Tack’s biggest wins on BigCommerce has been the ability to extend their site using apps and integrations, no development team required.
“The app store is amazing. It blows my mind how easy it is to try something. Just click install and test it out,” said Laura.
From drop shipping and customer reviews to upgraded search, the team has added features that improve both site performance and day-to-day efficiency. “We recently switched our search provider based on a BigCommerce recommendation, and it’s already made a huge difference,” she explained. “Our old search was basic. This new one helps customers find what they’re looking for faster.”
With Feedonomics, Millbrook Tack has also simplified its multichannel strategy by syncing product data to platforms like Amazon and eBay.
“We were using Codisto before, but when Shopify bought them, we had to switch. Our agency recommended Feedonomics, and it was a really good time for us to make the move,” said Laura. “Now everything is more hands off. BigCommerce and Feedonomics work together seamlessly. The products feed easily, and everything just works.”
For a lean team focused on growth, BigCommerce and its partner ecosystem provide the flexibility to test, scale, and serve customers without unnecessary overhead.
“Shopify was like a box we had to fit into. Magento was the wild west, where you could do anything but needed a developer for everything. BigCommerce is right in the middle. It just works, and it works the way we need it to.”
LAURA HOWELL, MANAGING PARTNER, MILLBROOK TACK
“Now everything is more hands off. BigCommerce and Feedonomics work together seamlessly. The products feed easily, and everything just works.”
LAURA HOWELL, MANAGING PARTNER, MILLBROOK TACK
RESULTS
Confidence, consistency, and a scalable foundation.
Since moving to BigCommerce, Millbrook Tack has gained the operational stability they were missing, along with the flexibility to grow on their own terms.
“We don’t have a developer on staff, and we don’t need one,” said Laura. “Everything is easy to use. I can go on vacation for two weeks and not worry about whether the site is working.”
While ecommerce is still a growing part of the business, it now runs without disruption. Customers can trust the experience, and the team can make updates without technical headaches. “We get a lot of rave reviews, which points back to a site that functions well,” Laura remarked.
From product listings to checkout to site search, everything feels more consistent, for both the team and their shoppers. Millbrook Tack finally has the platform they need to move forward with confidence.
“Everything is easy to use. I can go on vacation for two weeks and not worry about whether the site is working.”
LAURA HOWELL, MANAGING PARTNER, MILLBROOK TACK
LOOKING AHEAD
Investing in loyalty and long-term growth.
Next up for Millbrook Tack: launching a unified rewards program that works both online and in-store. The team is evaluating solutions that connect with their POS and BigCommerce to give customers more reasons to return.
“It’s an expensive hobby, so people love free stuff,” said the owner. “If we can make rewards work everywhere, that’s a big win.”
With more upgrades on the horizon, Millbrook Tack is focused on growing ecommerce in a way that feels sustainable, and supported.
“BigCommerce has been great because it gives us the support that we need, and we’re so grateful for that,” said Laura.
“BigCommerce has been great because it gives us the support that we need, and we’re so grateful for that.”
LAURA HOWELL, MANAGING PARTNER, MILLBROOK TACK
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