How Barbeques Galore Scaled B2B & DTC with BigCommerce

Reinventing Outdoor Retail with Digital Precision

Barbeques Galore has been a household name in Australia since 1977, offering grills, heaters and backyard lifestyle products through dozens of stores, distributors and wholesale partners. Yet by early 2023, the company realized its legacy ecommerce platform was holding back a major growth opportunity: B2B self-service. Without an integrated online ordering portal for dealers, all transactions required manual calls and emails, which frustrated customers and fractured the brand experience.

Leadership knew they needed a flexible, scalable commerce engine that could instantly spin up new storefronts, honor custom price lists, and streamline the entire purchase lifecycle—from quick-order pads to invoice processing. Enter BigCommerce, recommended by longstanding agency partner Amblique. The platform’s B2B Edition came loaded with features like CSV bulk ordering, quote-to-order workflows, and customer group price lists. Coupled with BigCommerce’s native Multi-Storefront, Barbeques Galore could finally unify its DTC and B2B channels under one roof.

Rapid Deployment, Powerful Capabilities

Amblique began by selecting BigCommerce’s Cornerstone and Camden themes to craft bespoke user interfaces for each audience segment. The in-house team tackled front-end design—ensuring brand consistency and intuitive navigation—while Amblique engineers extended the back end to automate account creation, customer group assignments, and price list application. Integration with Adyen’s payment gateway enabled both online and offline payment options, all orchestrated through BigCommerce’s invoice portal for efficient transaction reconciliation.

Within 12 weeks, four distinct storefronts were live: separate B2B sites for Australia and New Zealand, a DTC storefront in New Zealand, plus specialized brand sites for dealers. All inventory, pricing and product data flow from a single catalog, so updates occur once and propagate everywhere. Adding BigCommerce’s multi-location inventory further boosted stock accuracy—customers now see real-time availability across warehouses, reducing cancellations and driving higher conversion.

Quantifiable Growth and Future Momentum

The results were immediate and dramatic. The number of B2B dealers surged from one to over seventy, while order volumes climbed steadily month over month. Manual order entry work dropped nearly to zero, freeing staff to focus on strategy rather than spreadsheets. With a robust, future-proof platform in place, Barbeques Galore is now investing in new product lines like Ziggy portable grills and expanding omnichannel experiences across physical showrooms and digital catalogs. They’ve also begun remodeling stores with award-winning designs to mirror the elevated online journey.

This unified approach—underpinned by BigCommerce and Amblique’s expertise—has set the stage for international expansion and deeper wholesale partnerships. As Angus McDonald, CEO of Barbeques Galore, notes, “Our digital foundation is now rock solid. We’re ready to explore new frontiers in Europe and North America, confident that the same architecture will sustain growth and delight customers worldwide.”