How Ventum’s Custom Bike Builder on BigCommerce Accelerated Growth

Reengineering Ventum’s Ecommerce Experience

In the competitive world of high-end cycling, Ventum recognized a critical need: their existing online sales flow, built on Shopify and WooCommerce, could not handle complex custom orders or real-time inventory. Customers were building dream bikes only to learn parts were out of stock. Manual invoicing and fragmented systems led to misaligned back-end operations and frustrated riders.

Identifying the Core Challenges

As supply chain issues emerged during the pandemic, Ventum’s manual processes faltered. Their ecommerce platform could not sync warehouse data, leading to delayed deliveries and many abandoned orders. The brand needed a robust solution that integrated a dynamic product configurator, real-time SKU tracking, and a visually striking storefront that matched Ventum’s engineering ethos.

Crafting a Scalable Solution

Ventum partnered with TWIO and Internet Design and Publishing (IDP) to explore platforms. Magento proved too cumbersome for inventory, and Shopify lacked deep customization. BigCommerce emerged as the best fit, offering advanced APIs and headless flexibility. Leveraging the Doogma customization engine, the team built a live bike builder that pulled SKUs directly from the ERP, skipping manual invoicing entirely.

Elevating Visual Storytelling

To honor Ventum’s high-performance identity, TWIO used Shogun Page Builder to create immersive product pages. Full-screen hero images, animated component swaps, and embedded videos showcased bikes gliding through varied terrain. Native BigCommerce blogging powered the “Journal,” where editorial-style posts blended rich media and deep narrative, reinforcing the brand’s authenticity.

Empowering Internal Teams

With BigCommerce’s intuitive admin, Ventum’s marketing manager, Harry Keeran, could add features without a developer. Abandoned-cart triggers, landing page variations, and promotional banners went live with clicks. And when a support issue arose, BigCommerce’s team delivered a quick resolution—earning rare praise from Keeran.

Results That Propel Ventum Forward

Since launch, Ventum’s site has seen a 17% increase in session duration and 9% more sessions per user, signaling deeper engagement and satisfaction. Internally, automated ordering has reduced processing errors, and the unified platform paves the way for email workflows, abandoned-cart campaigns, and international expansion. Ventum now has a solid digital foundation to support growth beyond any finish line.