How Toolden Doubled Growth with BigCommerce

Revamping Toolden’s E-commerce Strategy

Toolden, a veteran supplier of professional and DIY tools with three decades of history, faced rising operational costs and slow site updates on its custom-built platform. By 2020, the limitation of manual maintenance and developer-driven changes threatened its ambitious growth.

Seeking agility, the team evaluated industry-leading SaaS solutions and selected BigCommerce thanks to robust APIs, comprehensive native features, and competitive pricing. The transition to a cloud-native architecture removed security and hosting burdens, freeing in-house resources.

Integrations with key applications transformed daily operations. Toolden connected its ERP natively, streamlined product feeds with Google Shopping by Sales and Order, automated marketing campaigns through Klaviyo, and showcased credible reviews via Trustpilot. This interconnected ecosystem allowed the marketing and operations teams to iterate without developer support.

A critical step was leveraging the B2B Edition to cater to trade customers. Toolden easily created customer-specific pricing profiles, credit terms, and streamlined order placement for business buyers. This eliminated labor-intensive phone orders, reducing manual intervention and improving customer satisfaction.

The self-service catalog management enabled non-technical staff to launch thousands of new products in minutes. Toolden doubled its offering from 30,000 to 60,000 SKUs within four years, unlocking fresh revenue streams and market segments.

Since the replatforming, Toolden celebrated its one-millionth online order. Annual revenue jumped from £12.6 million in 2020 to £36.7 million in 2024 — a 200% increase — alongside an average 32% year-over-year growth. This dynamic performance underscores the synergy between a scalable platform and a growth mindset.

Toolden continues refining its storefront with three major UX iterations and plans to integrate advanced search, personalized AI-driven recommendations, and expand into new marketplaces. A physical retail location in Aberdeenshire is slated for 2025, reflecting the brand’s omnichannel evolution.

This case exemplifies how a strategically chosen e-commerce platform can emancipate businesses from technical debt, accelerate product launches, and multiply revenue while serving both B2C and B2B audiences seamlessly.