How Sellars Boosted B2B Sales by 12% with BigCommerce

Background and Challenges

Sellars Absorbent Materials had enjoyed decades of steady growth producing sorbent pads, rolls, and wipes for industrial clients. Yet behind the scenes, their Magento platform was buckling under a web of shipping zones, tiered pricing, and frequent manual overrides. Each new customer account meant hours of spreadsheet gymnastics, and the checkout funnel frustrated buyers—leading to a climbing abandonment rate.

Jacob Jones, Head of Ecommerce at Sellars, explains: “Our legacy system was becoming more of a burden than a benefit. We spent too much time fixing pricing, and our customers were dropping off at checkout because it wasn’t intuitive.” Teams tapped into cross-departmental resources just to process orders correctly, and swift growth felt like a trap rather than an opportunity.

Selecting a Scalable Platform

Sellars evaluated multiple enterprise solutions, but BigCommerce B2B Edition stood out for its built-in flexibility and minimal need for custom coding. Key features like customer-specific pricing, bulk ordering tools, and deep open API support aligned perfectly with Sellars’ operational goals. “We needed a system that could grow with us, not hold us back,” Jones notes. “BigCommerce delivered out of the box without locking us into a rigid, custom-heavy setup.”

Solution Implementation

The migration kicked off with a detailed mapping of Sellars’ pricing logic, shipping rules, and customer segments. Their Azure serverless backend was repurposed to drive real-time pricing calculations through BigCommerce’s Checkout Extensions. Enhanced page templates and Algolia-powered search improved navigation, while a custom checkout page, built by VivaCommerce, simplified the final purchase steps. The new flow lets buyers choose self-managed or Sellars-managed shipping, with costs recalculated on the fly.

By leveraging native B2B capabilities—customer groups, quote requests, and bulk order forms—Sellars drastically reduced manual tasks. Developers used BigCommerce’s REST API to integrate ERP data, ensuring every PO matched exact product specs and pricing tiers without human error.

Results and Impact

In under four months, Sellars launched the new B2B storefront. The combined effect of automated pricing, dynamic shipping, and a revamped UI produced:

• 12% increase in online B2B sales within the first quarter
• 25% reduction in cart abandonment rates
• 15 hours per week saved by sales and ops teams

Beyond metrics, the team regained valuable time to explore advanced marketing strategies and product bundling. Customer satisfaction scores rose, thanks to fewer pricing disputes and a more transparent checkout experience. It wasn’t just a platform swap—it unlocked Sellars’ capacity for innovation.

Looking Ahead

With a solid B2B engine in place, Sellars plans to refine customer segmentation, launch subscription purchasing options, and explore international expansion. BigCommerce’s headless commerce support and partner ecosystem mean the next phase of growth can happen without replatforming, saving months of work and significant investment.

“This is only the beginning,” Jones reflects. “BigCommerce gave us the agility to solve pain points fast and the confidence to chase bigger goals.”