Scooter Hut Laptop Hp3919

Scooter Hut rides across the globe with BigCommerce

How the Australian freestyle scooter company experienced huge revenue increases YoY after zooming over to new ecommerce platform


1412% 200K60%
increase in
revenue
since launch
orders 
sold since
launch
increase in
conversion rate
since launch

The Scooter Hut success story

Scooter Hut was created in 2008 and has since grown from an Australian-focused company to a global leader in the freestyle scooter industry.

Today, Scooter Hut is heavily involved with manufacturing and distributing its own brands and has six brick-and-mortar retail stores throughout Australia to complement its international e-commerce presence.

In 2013, Scooter Hut moved its online operations to BigCommerce to support their global expansion, which now includes selling to more than 87 countries.


Industry changes move business operations online

As told to BigCommerce by Trent Disney, Head of Ecommerce, scooterhut.com.au

In 2013, we were a very small operation, but looking to scale. Our previous, custom ecommerce platform just wasn’t able to handle the growth we started experiencing.

Beyond that, we recognized that our industry was changing quickly, particularly on the distribution side. We saw the potential to grow on the international front, and realized we needed to make a jump to a bigger, more scalable ecommerce platform.

Though the concept of moving to BigCommerce was a bit of a stretch for us because of our small size, we had an eye on the future and decided to make a valuable investment. Even then, we could envision what we wanted to become and we knew ecommerce was the catalyst that was going to bring us the greatest success.

Ecommerce platform designed to scale

As told to BigCommerce by Trent Disney, Head of Ecommerce, scooterhut.com.au

Over the last five years, we’ve experienced growth that most other platforms wouldn't have been able to handle. We would have had to find a new ecommerce platform if we had not already been on BigCommerce.

Luckily, we made the right decision years ago and today, our ecommerce channel brings in the vast majority of our sales versus our retail locations.

In fact, last year was our biggest year on record. We had approximately 50% growth compared to the year before, adding to the tremendous growth we had experienced the previous three years. We had approxmiately 30% growth in 2015 and 40% growth for 2016, which kept us very much on our toes.

During the Cyber 5 weekend in 2017, we obtained a 3.8% conversion rate. We experienced a total of $2.5 million in sales for the month of November, processing 10,500 orders, along with 450,000 visitors to our site.

Seamless global expansion with integrated approach

As told to BigCommerce by Trent Disney, Head of Ecommerce, scooterhut.com.au

One of our initial pain points in expanding internationally was that we couldn't sell to a lot of countries because they couldn't pay in our currency, or there was confusion between the different currencies. Our previous ecommerce platform couldn’t even display the conversion rate between currencies or calculate shipping costs to other countries.

At that time, we didn't have the proper set up for international shipping – nor did our platform have the integrations readily available. The BigCommerce team, on the other hand, helped us build an integrated approach to international sales, setting up and connecting us with an efficient third-party inventory management system.

BigCommerce is the reason we’ve been able to expand onto the international scene.

"Over the last five years, we’ve experienced growth that most other platforms wouldn't have been able to handle. We would have had to find a new ecommerce platform if we had not already been on BigCommerce."Trent Disney, Head of ECommerce, scooterhut.com.au 

"During the Cyber 5 weekend in 2017, we obtained a 3.8% conversion rate. We experienced a total of $2.5 million in sales for the month of November, processing 10,500 orders, along with 450,000 visitors to our site."Trent Disney, Head of ECommerce, scooterhut.com.au 

Setting up our shipping and fulfillment processes was a seamless integration with BigCommerce. This has afforded us significant savings of costs and staff time. Our shipping staff has reduced their hours spent on shipment tasks from eight hours to one hour every day.Trent Disney, Head of ECommerce, scooterhut.com.au
Scooter Hut Ipad3919

Shipment integration drastically improves shipping efficiency from 8 hours to 1 hour a day

As told to BigCommerce by Trent Disney, Head of Ecommerce, scooterhut.com.au

Setting up our shipping and fulfillment processes was a seamless integration with BigCommerce. This has afforded us significant savings of costs and staff time.

Our shipping staff has reduced their hours spent on shipment tasks from eight hours to one hour every day.

Time saved on organizing shipping labels and packing has been massive and BigCommerce helped us solve one of the biggest pain points we've had over the past five years.

High-tech online experience consistent with in-store

As told to BigCommerce by Trent Disney, Head of Ecommerce, scooterhut.com.au

A major project we're working on right now is a 3D simulator, which basically allows our customers to create a 3D model of a custom scooter. This project utilizes the 3D modeling technology that's prevalent in the car industry.

This is all connected through BigCommerce, so even on our app, customers will be able to try out a 3D model of the product they want and then checkout through BigCommerce. This provides a holistic and consistent experience for customers whether they purchase online or in-store.

BigCommerce Insights Analytics guides data-driven marketing strategy

As told to BigCommerce by Trent Disney, Head of Ecommerce, scooterhut.com.au

Many of our social media posts will actually come from BigCommerce Insights Analytics.

We take a look at the products that are needing promotion – those that have been viewed a lot of times but haven't necessarily converted or products that haven’t been browsed over recently as compared to previous months.

Those insights give us a starting point to launch from on our social media marketing and the types of sales and promotions we should run.

Every week, we sit down and have quick look at our BigCommerce Insights Analytics and it starts our conversation around what we’re going to plan for that week, what our email marketing will look like, what target we will segment, what our social media posts will be and what sales we might roll out.

Incorporating Instagram Shopping to drive site traffic and revenue

As told to BigCommerce by Trent Disney, Head of Ecommerce, scooterhut.com.au

We were part of the Instagram Shopping beta program with BigCommerce and Instagram, and we’ve used it every day since. It has been one of the best tools that we use across our social platforms.

We have a huge market of technology savvy kids; our demographic knows what is happening regarding technology and knows if we’re not keeping up on the latest trends. It's funny how the kids will throw a little bit of shade in our direction if we don't utilize technology the right way, which is why we don’t do a lot of paid advertising.

At Scooter Hut, we don't just put up product images on Instagram. We showcase our website photography and compelling imagery that our customers would want to see. Instagram Shopping allows them to click the image, which will take them to the product page on our website. It's still organic, but it gives us a direct correlation between the imagery that we're showing to our target demographic and our actual sales.

Back in the day, we didn't need to tie social media and our website together so much; now, we really are focusing on that. We’re trying to pick the best of both worlds, and Instagram Shopping has tied them together. We're doing a lot of things with Instagram TV as well, so our audience can click through to our website from that.

BigCommerce's future capabilities envisioned in strategic plans

As told to BigCommerce by Trent Disney, Head of Ecommerce, scooterhut.com.au

Our industry as a whole has seen a downward trend in growth this year. But we always claimed that if we did things right within our sport through the social and event side of things, it would always come back on us.

Setting up our ecommerce business in the right way positioned us to have a large market share, and that's what we’ve experienced this year.

About 12 months ago, we sat down and discussed if BigCommerce would keep us looking forward to the next five years and what BigCommerce could offer us in the future.

We got really excited about all the things that have opened up to us. We’ve got such huge projects that we're working on, and BigCommerce has driven most of that by demonstrating the direction we can take in order to obtain the end result we want.

Over the past two years, we’ve never heard a “no” from BigCommerce. There hasn’t been anything that we’ve wanted that they’ve said couldn’t be done with their system. They’ve stretched to open doors for what we could do and what we want to do in the future. There's truly so much you can do with BigCommerce.

"A major project we're working on right now is a 3D simulator, which basically allows our customers to create a 3D model of a custom scooter. This is all connected through BigCommerce, so even on our app, customers will be able to try out a 3D model of the product they want and then checkout through BigCommerce. This provides a holistic and consistent experience for customers whether they purchase online or in-store."Trent Disney, Head of ECommerce, scooterhut.com.au 

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