Diono’s Global Growth Fueled by Headless BigCommerce

A Digital Reboot for a Legacy Baby Brand

When Tim Maule joined Diono as CEO in 2017, he saw both opportunity and pain points in equal measure. Diono’s existing WooCommerce site was chronically unstable, demanding constant fix-ups and holding back growth. Despite admirable engineering in their all-in-one convertible car seats and strollers, the digital storefront was a disaster waiting to collapse.

In early 2020, Maule engaged Efelle Creative, led by Fred Lebhart, to map out a digital-first vision. They prioritized commerce stability, performance and flexibility for both B2C parents and B2B retail partners. After evaluating options, the verdict was unanimous: BigCommerce—with its headless capabilities, enterprise B2B Edition and ready integrations—offered the best runway for scale.

Migrating to a Headless Architecture

The migration kicked off with a foundational clean-up of the broken Woo setup. Once stabilized, the project team worked alongside a dedicated BigCommerce Implementation Project Manager to build a robust tech stack. More than a simple platform swap, Diono adopted a headless strategy powered by FusionCMS for content, Salsify for PIM, and Google BigQuery for data warehousing.

Within twelve months, five distinct storefronts launched across the US, Canada, Mexico, the UK and Europe. Each was localized for language, currency and tax rules—English and Spanish in the US, English and French in Canada, and 27 languages across Europe. Integration with SAP Business One, Zendesk, Klaviyo, Yotpo, Codisto and ShipperHQ made inventory, support, marketing and fulfillment sing in harmony.

Delivering Dramatic Business Results

The new architecture delivered on its promise. Comparing March–December 2021 to the prior period, Diono saw transactions jump 44%, average order values climb 48% and overall revenue soar 114%. Retail partners gained self-service B2B portals via BigCommerce’s B2B Edition. And direct-to-consumer shoppers enjoyed frictionless payments through Braintree, ApplePay, GooglePay and more.

Scaling for the Future

Looking ahead, Diono plans to extend its marketplace footprint in Latin America via Mercado Libre integration, refine SEO and conversion with enterprise growth services, and keep a pulse on BigCommerce innovation. As Tim summarizes, “If BigCommerce continues to innovate with fresh ideas and quick scalability, we’ll stay ahead on cutting-edge commerce.”