How Moore Brothers Wine Boosted Online Sales by 28% with BigCommerce

Background

Moore Brothers Wine Company has been a staple in New Jersey's wine retail scene since 1996. Founded by brothers David and Greg Moore, the company built a reputation on personalized service and expert guidance. In 2014, they launched their first bespoke ecommerce site, custom built to mirror their in-store experience. But as years passed, the handcrafted platform began to show cracks. Frequent maintenance, patchy integrations, and limited marketing tools made it hard to scale. With more customers shopping online, the business faced critical decisions about technology, operations, and growth.

Challenges

Running on a fragile, homegrown system meant every update risked downtime. David recalls nights spent troubleshooting server issues rather than pursuing strategic initiatives. There was no unified ecosystem: inventory lived separately in the POS, customer data sat in silos, and marketing campaigns lacked precision. As the wine catalog grew, the platform struggled under the weight of integrations, and checkout hiccups began to erode customer trust. It became clear: the next migration had to be the last.

Solutions

Platform Selection and Strategy

After evaluating Wix, Shopify, and BigCommerce, the team chose BigCommerce for its stability, extensive APIs, and robust feature set. Partnering with Groove Commerce, they laid out an architecture blueprint: a headless storefront powered by BigCommerce, integrated seamlessly with their in-store POS, Chase Bank payment gateways, and Klaviyo for personalized email marketing.

API-Driven Integrations

Using BigCommerce's rich documentation, the developers connected the ecommerce catalog with the POS system, ensuring live stock levels across three locations. Customer records were unified in Klaviyo, enabling dynamic segments and timely email workflows. Abandoned cart reminders and tailored offers based on purchase history now delivered hands-free recovery of lost orders.

Custom Payment Processing

The three separate Chase Bank merchant accounts presented a unique hurdle. Groove Commerce teamed up with Soliant Consulting to build a custom payment integration approved by Chase, allowing transactions to route correctly by location without changing the bank setup. Customers enjoyed a smooth, familiar checkout, and the finance team maintained existing merchant relationships.

Results and Impact

Since launching the new BigCommerce site, Moore Brothers Wine Company achieved immediate gains: a 28% increase in conversion rate, a 16% jump in average monthly orders, and a 16% boost in revenue compared to the previous year. Internal teams reclaimed hours once lost to maintenance, while marketing leveraged fresh data to craft more compelling promotions.

Future Outlook

With a solid, extensible foundation, the Moore brothers and Operations Manager Terry Moore are now exploring advanced personalization tactics, international shipping, and headless storefront optimizations. Their confidence in the BigCommerce platform frees them to focus on customer relationships, expand into new territories, and hand the business to the next generation.