Hatch Embroidery’s 220% Conversion Surge with BigCommerce

Background and Challenge

Hatch Embroidery began life on an open-source DotNetNuke platform back in 2016. While its in-house development team delivered a functional store with Hotcakes, it quickly ran into limitations. Multi-currency support was missing, site performance lagged, and constant security patches became a burden. Richard Wienburg, CMO at Wilcom, needed a more robust solution to reach international buyers and improve conversion—the kind of platform that would grow with them.

Evaluating New Platforms

Richard and the team assessed Shopify Plus, Magento and BigCommerce. Although BigCommerce’s multi-currency feature was still months away, its roadmap fit Wilcom’s vision. Shopify Plus risked becoming too small for their fast growth, while Magento carried high maintenance costs. BigCommerce emerged as gold: a SaaS solution with strong APIs, security compliance and an ecosystem of certified partners like Convert Digital.

Implementation and Integrations

Convert Digital spearheaded the migration, moving products, orders and design templates to BigCommerce in December 2019. In parallel, Wilcom’s developers built complex API integrations: Amazon Cognito for single-sign-on, Thinkific for course licensing, and data syncing with Zoho CRM for advanced segmentation. Dotdigital powered email and SMS campaigns, while Shogun Page Builder gave marketing full control over content creation. Rewind Backups provided a safety net, automatically protecting product and order data.

Security and Performance Gains

After a week-long security incident on their previous platform, Wilcom prioritized a fully managed SaaS environment. BigCommerce’s ISO/IEC 27001:2013 & PCI DSS 3.2 Level 1 compliance delivered peace of mind. Site updates rolled out without downtime. The result: faster page loads, fewer support tickets, and the confidence to focus resources on growth instead of patches.

Results and Business Impact

Comparing Jan. 1–Aug. 15 in 2020 to the same window in 2022, Hatch Embroidery celebrated an 82% increase in revenue, 121% more customers, 124% additional orders, and a staggering 220% boost in conversion rate. Internally, marketing could spin up new campaigns in minutes, and developers concentrated on creative customizations. The partnership with BigCommerce and Convert Digital unlocked new growth channels, streamlined operations, and supercharged global expansion.

Looking Ahead

With momentum on their side, Wilcom is exploring a new commercial storefront and expanding subscription offerings. For Hatch Embroidery, continuous UX tweaks, richer content experiences and deeper API automations are on the roadmap. Whatever comes next, the foundation on BigCommerce has set them on a clear path to scale even further.