Scaling eCommerce for Growth: East Riding Horticulture
The Client
East Riding Horticulture (ERH) is a family-run business serving commercial horticulture, landscaping and amenity/turf sectors, including turf-care and sports-field maintenance, based out of York in the United Kingdom. Like many established companies, they’d built their reputation through traditional offline channels. But they knew the digital landscape was changing, and their existing eCommerce platform wasn’t keeping pace with where they wanted to go.
The Problem
ERH reached out to DeeperThanBlue to explore whether BigCommerce might be the answer. Their current platform had become a bottleneck—it simply couldn’t scale to meet growing online demand or support their expansion plans.
What they needed was straightforward: a platform that could grow with them, improve how customers found their products online, handle multiple storefronts, and work seamlessly with the business systems they already relied on.
What We Built
Working closely with ERH, we delivered a complete eCommerce transformation built around BigCommerce. This SaaS, enterprise-ready platform was selected for its scalability, flexibility, and ability to support long-term growth. It gave them the enterprise capabilities they needed without the complexity of managing their own infrastructure.
The solution included two distinct online stores East Riding Horticulture and Turf Care running from a shared product catalogue using BigCommerce’s Multi-Storefront feature. This let ERH target different customer segments while keeping inventory management simple and centralised.
We also rebuilt the site with SEO at its core, making it easier for customers to discover ERH’s products through search engines, driving more organic traffic and increasing online engagement.
Making It Work Together
The real challenge was integration. ERH had critical business systems that needed to talk to the new platform, including their ERP system SAGE 200, with very specific data transformation requirements to handle mapping nuances, promotions and the behaviour of chemically sensitive products. Rather than forcing them into expensive enterprise middleware, we used our CXOne solution deployed on Google Cloud Run.
This approach gave ERH enterprise-grade integration capabilities at a fraction of the typical cost. Cloud Run’s serverless architecture means they only pay for what they use, keeping ongoing operational costs low whilst maintaining the reliability and performance they need.
The Results
ERH now has an eCommerce platform that can scale with their ambitions. The combination of BigCommerce and CXOne has given them room to grow their digital presence, streamlined their operations, and improved the experience for their customers—all on a technology stack that won’t need replacing in a couple of years.
Most importantly, they’ve got a platform that works for their business today and can adapt as they grow tomorrow.
When your commerce business is ready to grow, get in touch with DeeperThanBlue to find out how we can help you scale successfully.
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