How TYLER’S Boosted Conversions 127% with BigCommerce & Bolt

Background

In the late 1970s, what started as Racquet and Jog in Tyler, Texas, evolved into the much-loved TYLER’S brand. Over four decades later, the family-owned business expanded to eight locations across the state, earning a reputation for top-tier athletic wear, lifestyle apparel, and a deep community connection. From fundraising paddleboarding events to back-to-back title sponsorships, TYLER’S exemplifies a local favorite that cares about customers beyond the sale.

The Challenges

When TYLER’S launched its first ecommerce site on Magento 1, the team quickly felt the weight of constant plugin purchases and technical upkeep. Every new feature came with additional costs and maintenance overhead. Meanwhile, fraud rates began spiking unexpectedly. Manual review processes became a daily drain, leading to costly chargebacks and lost time. The brand needed agility and a partner to help them unlock growth without being buried in technical debt.

Migrating to a Modern Platform

After evaluating various solutions, TYLER’S chose BigCommerce for its flexible, hosted architecture. Migration planning kicked off with a partnership between TYLER’S and BigCommerce’s professional services team it was a seamless process with clear timelines. Catalog data and design templates moved swiftly, with minimal downtime. The new storefront delivered better performance out of the box and reduced reliance on third-party plugins, letting the in-house team focus on marketing and merchandising instead of patching code.

Fortifying Checkout and Fighting Fraud

With the new store live, TYLER’S turned its attention to securing revenue. Bolt’s one-click checkout solution was recommended by their Customer Success Manager at BigCommerce. Bolt’s machine learning engine uses over 200 signals to detect fraud in real time and offers chargeback protection. By handing over decision-making to Bolt’s system, TYLER’S eliminated the manual burden of reviewing suspicious orders, reduced false declines, and protected profits—without sacrificing speed at checkout.

Streamlining Customer Service

To ensure every shopper feels the same personal care they’d find in-store, TYLER’S integrated Gorgias into their BigCommerce backend. Centralized ticketing and live chat features allowed the support team to resolve inquiries faster and with greater accuracy. Response times dropped significantly, and customer satisfaction climbed as shoppers experienced seamless assistance when questions or hiccups arose.

Driving Growth and Efficiency

Since the migration, TYLER’S has achieved noteworthy results: a 127% surge in cart-to-order conversion, a 43% lift in products added to cart, and a 54% increase in direct visit conversions. The team is now deploying new products on the site faster than ever—sometimes in hours rather than days—enabling them to capitalize on emerging trends and vendor promotions.

Looking Ahead

Building on this momentum, TYLER’S plans to introduce buy online, pick up in-store (BOPIS) options and deepen omnichannel integration. With a solid foundation in BigCommerce, they’re well-positioned to refine their marketing cadence—favoring lower frequency, higher impact campaigns—and deliver memorable customer experiences online and in-person alike.