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, best practice SEO foundations 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.
Making It Work Together
A primary project requirement was integrating existing systems of record to ensure accurate stock and pricing data. ERH’s critical ERP system, SAGE 200, required complex data transformation to accommodate mapping nuances, promotional rules, and the specific handling of chemically sensitive products.
DeeperThanBlue addressed this requirement in the near term by implementing our CXOne middleware solution to integrate SAGE 200 with the front-end platform. This middleware was deployed using Google Cloud Run’s serverless architecture, ensuring a consumption-based pricing model so ERH only paid for what they used, helping to keep ongoing operational costs low. This approach provided an interim integration layer ahead of a longer-term transition to a vendor-managed middleware solution.
The Results
ERH now has an eCommerce platform designed to scale with their ambitions. Built on BigCommerce, the new solution provides a strong foundation for continued digital growth, improving operational efficiency and enhancing the overall customer experience.
Most importantly, ERH now has a platform that supports their business today and is flexible enough to evolve alongside their needs in the future.
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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