How USCutter Doubled Down on BigCommerce to Slash Abandonment

Introduction

When a niche equipment reseller realizes its ecommerce platform is holding back both consumer hobbyists and enterprise clients, it’s time to rethink the entire approach. USCutter found itself in that spot in early 2020. Running on a dated, small-business solution, it lacked the agility and modern interface needed to handle a five-digit SKU catalog, complex B2B price lists, or rising customer expectations for speed and flexibility.

Background

Founded in the vinyl and signage space, USCutter had steadily added heat presses, sublimation printers, and wide-format machines to its lineup. By 2021 they boasted over 100,000 SKUs, serving B2C hobbyists who create custom apparel or DIY signs, alongside B2B print shops demanding tailored quotes and tax rules. Despite strong demand, the underlying CORESense system clung to the past. Its front end felt stale. Any new feature required custom development and extra fees. It simply wasn’t designed to scale for a growing, multi-audience brand.

Challenge

USCutter’s core challenge was twofold: performance and extensibility. Slow page loads, rigid category structures, and no native support for commercial price lists left customers frustrated and cart abandonment high. Internally, every small change meant a ticket, an invoice, and long lead times. The team needed a platform that could flex with both B2C browsing simplicity and B2B complexity, all without breaking the bank on bespoke development.

Solution

After evaluating Shopify Plus and BigCommerce, USCutter chose BigCommerce for its open SaaS model and robust B2B features. Partnering with Overdose (formerly Mercutio), they migrated in under six months, retaining SEO value and launching in March 2021. They leveraged:

• Native price lists and custom quotes to differentiate B2B and B2C experiences
• Click and Collect integration for real-time stock visibility and buy-online, pick-up-in-store
• Easy Upsell pop-ups at checkout, driving incremental revenue
• Searchspring for intelligent search recommendations based on real sales data
• Klaviyo for cart-abandonment and lifecycle email automation

Results

Within 15 months of launch on BigCommerce, USCutter recorded:

• 12% lift in overall conversion rate
• 28% growth in average order value
• 51% reduction in cart abandonment, plus 59% drop in checkout abandonment

The new storefront loaded faster, navigation felt intuitive, and back-end tasks that once took days were now a matter of minutes. The USCutter team reclaimed time to focus on marketing and product sourcing rather than patching platform holes.

Future Outlook

Riding the momentum, USCutter plans to expand into marketplaces like eBay and Walmart, and test social-commerce channels on Instagram and Facebook. They continue tapping the BigCommerce ecosystem for apps that deliver fresh capabilities, ensuring their platform keeps pace with customer expectations—no matter how they choose to buy.