The Fully Charged Story…

DeeperThanBlue appointed to transform the eCommerce function of leading eBike retailer, Fully Charged.

Sheffield-based eCommerce specialists DeeperThanBlue have been appointed by the UK’s premier eBike retailer, Fully Charged, to transform the brand’s eCommerce function.

The partnership with DeeperThanBlue will focus on reimagining Fully Charged’s technology potential through re-platforming to a next-generation eCommerce platform in BigCommerce and bringing essential automation to back-end operations.

The Fully Charged Story

Fully Charged has built a market-leading business since launching in 2014. The brand’s initial focus was centred on urban commuters and fitness fanatics in London before branching out further across the South West with their own stores and franchises.

The eBike specialist has now developed a business-to-business strategy aiding logistics companies in last-mile delivery through cargo bikes and helping field workers commute to their places of work. The key to their next growth stage is to streamline their digital operation better to serve both their B2C and B2B customers.  



From the first meeting of minds between DeeperThanBlue and Fully Charged in 2020, the expert eCommerce consultants began a period of discovery and design to select the right eCommerce platform. Following a detailed review BigCommerce was found to be the perfect fit due to its SaaS market-leading status and open API framework.  

Crucial to the ongoing project will be the API integration with Fully Charged’s enterprise resource planning (ERP) system, Citrus Lime. This will be done through DeeperThanBlue’s cloud-based integration layer and will automate stock and order processes. 

The work that the eCommerce solutions specialists will undertake will see Fully Charged handling hundreds of orders a day whilst offering streamlined customer service and a tailored customer journey. It is the first step in developing a robust IT infrastructure to future-proof technology systems. 

Chris Booker, Director at DeeperThanBlue


“We all know how Covid changed the world when it came to eCommerce. But it also made all of us look at our own personal fitness regimes. Sales for fitness equipment grew exponentially during lockdown, creating a perfect storm for Fully Charged to capitalise on.  

“And they’ve done just that, becoming one of the most successful brands in their market. But to reach the height of their potential, it’s essential to make some changes to existing legacy infrastructure. A lack of PCI compliance on the existing platform meant customers were forced to navigate away from the site to complete their transactions. Plus the vital piece of integration between the online store and back-end ERP software was missing, resulting in manual order processing, bringing the potential for human error and reducing order capacity.  

“Building a technology infrastructure that matches the cutting edge vision of Fully Charged is key.” 

Following the ERP integration, plans are in place to extend this integration and quickly develop connections into further back-end systems including CRM, Service and Finance.  

What Fully Charged said:

“With the eCommerce integration and re-platforming, now we can hit more markets, reach more audiences and run a more efficient business. With more streamlined operations and a holistic view of our customers, we can better engage with our users and re-create our tailored in-store experience online. 

“With the project now set to start, we’re looking forward to building a long-term partnership with DeeperThanBlue to further enhance our digital offering and ensure we continue to lead the UK eBike market.”

Partners on this project



BigCommerce is the UK’s leading eCommerce platform, offering extreme scalability for online stores.

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Google Cloud Platform

Truly powerful, Google Cloud Platform has everything you need to build and scale.

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Citrus Lime

At Citrus-Lime, we provide simple tools and clear strategies that help independent retailers stay in control of their business so they can keep moving forward.

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HubSpot is a CRM platform with all the software, integrations, and resources you need to connect marketing, sales, content management, and customer service.

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Calendly is your scheduling automation platform for eliminating the back-and-forth emails for finding the perfect time — and so much more.

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