Brompton launches Composable Ecommerce Site on BigCommerce

Category: Brands
Brompton launches Composable Ecommerce Site on BigCommerce

BigCommerce have revealed the launch of Brompton, the foldable bicycle company, on the BigCommerce platform. After struggling for years with its previous ecommerce platform and tech stack, Brompton sought a new platform that offered flexibility and the ability to scale as the company grows and its priorities shift. 

Our old system arguably could have been called composable, but it wasn’t purpose-built that way. The components didn’t work together well, and we didn’t have nearly as much flexibility as we needed. BigCommerce showed us that they could provide a true composable platform capable of scaling with us and our customers.

– Oliver Boardman, IT and digital director, Brompton

The bicycle purchasing journey includes both online and offline touches. Customers shop around to compare different models, specifications, availability and prices, but they also want to ride different models before making a decision. 

The bike purchase is very omnichannel. We’ve recently launched a 28-day satisfaction guarantee in the UK and offer a bike hire program where people can rent a bike and try it out for a while before deciding to buy one. With our new composable site, we know we’ll be able to add that to our current website and provide a seamless experience for our customers in the future.

– Oliver Boardman, IT and digital director, Brompton

Brompton wanted the flexibility to support storefronts in different markets as ecommerce expands rapidly beyond the UK. Additional functionality such as click-and-collect and improved analytics are key to increasing direct-to-consumer sales, which the company expects to comprise 50% of its business in the next few years. Reaching that target for a carefully considered purchase like a Brompton requires in-depth understanding of the customer journey and an ability to personalise it appropriately.

Built on BigCommerce, the new commerce site leverages multiple BigCommerce partners for a composable commerce site. Global market-leading front-end solution Vue Storefront powers the front-end. E-commerce experience provider Bloomreach serves as Brompton’s CMS, driving AI-powered personalization across the site. Search capabilities from Algolia sit on top of Bromptom’s Cin7 inventory management system, which effectively functions as its ERP. 

Our previous system had a variety of pieces that didn’t work well together, so the idea of taking a composable commerce approach required careful assessment. We took our time confirming the various components would work well, and knowing that BigCommerce was a member of the MACH Alliance gave us a lot of confidence. Knowing we were following the MACH blueprint and that the components were compatible was a huge factor, and BigCommerce and its partners all came to the table early in the process to identify potential barriers and explain how they would work together to do what we needed.

– – Oliver Boardman, IT and digital director, Brompton

Brompton’s BigCommerce sites currently support sales in the UK and US, and the company plans to expand into additional European markets soon.

Brompton has delivered a best-in-class customer experience based on the foundations of a modern, composable technology stack that creates new opportunities for innovation and speed to market. This demonstrates that companies of any size and scale can benefit greatly from moving on from their legacy technology platforms, but what matters most is that Brompton is now empowered with the technology and tools to fire up the digital experience creating more inspiration, more loyalty and more value for their customers.

– Mark Adams, senior vice president and general manager of EMEA, BigCommerce

Brompton is an incredible example of the value composable commerce can offer businesses. They join a growing list of companies taking a flexible, future-proof approach to their e-commerce experience, and alongside our MACH Alliance partners, we’re pleased to help them bring AI-powered personalization to life across their new site.

– Tjeerd Brenninkmeijer, executive vice president of EMEA, Bloomreach

Brompton is paving the way with their forward-thinking adoption of composable commerce. Their approach exemplifies the kind of innovative, customer-centric strategy that Vue Storefront and our MACH Alliance partners excel in supporting. Brompton’s dedication to a flexible, scalable and future-proof digital presence resonates with our mission. We’re proud to join forces with Brompton in this Frontend-First transformation, leveraging our Frontend as a Service technology and expertise to enhance their customer journey.

– Patrick Friday, CEO, Vue Storefront

Brompton joins a growing group of cycling brands on the BigCommerce platform, including Yeti Cycles, Cambiobike and Mango Bikes


Cyber Week Sales EMEA GMV up 20%, orders up 10% in says BigCommerce

EMEA Cyber Week sales GMV up 20%, orders up 10% says BigCommerce

ChannelX Guide...

Featured in this article from the ChannelX Guide – companies that can help you grow and manage your business.


Take a look through a selection of the latest articles on ChannelX

Register for Newsletter

Receive 5 newsletters per week

Gain access to all research

Be notified of upcoming events and webinars