BigCommerce Proves Perfect For Bay Area Power Sports' Business Model

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Isaac Herman

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BigCommerce Proves Perfect For Bay Area Power Sports' Business Model

14/09/2021 Categories: Articles

Verticals/Industry Ecommerce Platform Integrations Recreational Vehicle Equipment Marine Equipment Repair Services Brake Pads Fuel Systems Manufacturing Direct-To-Consumer (D2C) BigCommerce Enterprise replaced: Web Shop Manager ChannelAdvisor ShipStation Authorize.Net PayPal FedEx USPS Google Analytics About The Company Bay Area Power Sports provides thousands of motorcycle, marine, ATV, and dirt bike parts across the United States at lower prices than top name brands. By building an impeccable reputation for their in-house brand of repair parts, Bay Area Power Sports has also created a unique advantage: They steer around middleman vendors and sell directly to the consumer without any markup.  Couple that with a history of exemplary customer service, and it’s easy to see why Bay Area Power Sports has expanded from a small one-room warehouse to their 10,000 square foot warehouse in Virginia. There is just one final piece of the puzzle missing: an ecommerce upgrade.  The Initial Discovery Bay Area Power Sports’ initial ecommerce platform was WebShop Manager, which the company used to host their website and manage product data.  On top of their website, the company began conducting increased sales through external marketplaces like Amazon, eBay, and Wal-Mart. Marketplace sales were managed through ChannelAdvisor, an ecommerce platform designed for managing product data across multiple channels. Bay Area Power Sports also utilized the shipping platform ShipStation and payment solutions PayPal and Authorize.net.  However, since these platforms were all siloed from one another, Bay Area Power Sports began to experience some adverse effects. Web Shop Manager did not have the functionality to integrate all 3rd party solutions under a single umbrella, without significant cost and time spent on custom development.  The Challenge The lack of sync across these different platforms meant that product data had to be entered manually in each. Not only was this tedious and time-consuming, but it increased the risk of mistakes across the entire purchasing and fulfillment process. One issue was a data class unique to Bay Area Power Sports products, titled “Fits.”  “Fits” means the specific products with which the original product is compatible; what it “fits” with. For example, a boat fuel cable may only be compatible with a particular brand of motor: Since these are products that only fit highly specific parts, the end customer risks purchasing incompatible gear when buying on marketplaces due to missing or incomplete product details.  This isn’t the only risk of inconsistent product data. For example, an item could be out of stock on the website but still listed available on an external marketplace. In terms of payment solutions, PayPal and Authorize.net fed payment directly into Bay Area Power Sports’ PayPal Business account, but not through to Web Shop Manager. To take advantage of Web Shop Manager’s tax functionality, the company had to take the extra step of manually exporting payment and invoice data from PayPal to Web Shop Manager. Bay Area Power Sports required a more direct sync between their payment solution and ecommerce platform. Integrating all the 3rd party solutions to a single ecommerce platform would require lengthy and expensive custom development on Web Shop Manager. Bay Area Power Sports was looking for a more straightforward solution that included native integrations with ChannelAdvisor, Shipstation, Paypal, and Authorize.net.  The Solution BigCommerce was the solution. The SaaS ecommerce platform was cloud-based, so Bay Area Power Sports’ web hosting costs shrunk to 0$. BigCommerce offered everything Web Shop Manager provided in terms of product management and more. Not to mention built-in native integrations with: ChannelAdvisor PayPal Authorize.net Shipstation As well as the following tools, which were added by Kensium later in the project.  FedEx USP Google Analytics One unique aspect of this project was that Bay Area used Channel Advisor as their “source of truth.” That meant that all data was to be entered in ChannelAdvisor, which would then sync

BAPS case study header image

top">

  • Recreational Vehicle Equipment
  • Marine Equipment
  • Repair Services
  • Brake Pads
  • Fuel Systems
  • Manufacturing
  • Direct-To-Consumer (D2C)

BigCommerce Enterprise replaced:

Web Shop Manager

  • ChannelAdvisor
  • ShipStation
  • Authorize.Net
  • PayPal
  • FedEx
  • USPS
  • Google Analytics

About The Company

Bay Area Power Sports provides thousands of motorcycle, marine, ATV, and dirt bike parts across the United States at lower prices than top name brands. By building an impeccable reputation for their in-house brand of repair parts, Bay Area Power Sports has also created a unique advantage: They steer around middleman vendors and sell directly to the consumer without any markup. 

Couple that with a history of exemplary customer service, and it’s easy to see why Bay Area Power Sports has expanded from a small one-room warehouse to their 10,000 square foot warehouse in Virginia. There is just one final piece of the puzzle missing: an ecommerce upgrade. 

The Initial Discovery

Bay area Power Sports Sale Increase

Bay Area Power Sports’ initial ecommerce platform was WebShop Manager, which the company used to host their website and manage product data. 

On top of their website, the company began conducting increased sales through external marketplaces like Amazon, eBay, and Wal-Mart. Marketplace sales were managed through ChannelAdvisor, an ecommerce platform designed for managing product data across multiple channels. Bay Area Power Sports also utilized the shipping platform ShipStation and payment solutions PayPal and Authorize.net

However, since these platforms were all siloed from one another, Bay Area Power Sports began to experience some adverse effects. Web Shop Manager did not have the functionality to integrate all 3rd party solutions under a single umbrella, without significant cost and time spent on custom development. 

The Challenge

system disconnection

The lack of sync across these different platforms meant that product data had to be entered manually in each. Not only was this tedious and time-consuming, but it increased the risk of mistakes across the entire purchasing and fulfillment process.

One issue was a data class unique to Bay Area Power Sports products, titled “Fits.” 

“Fits” means the specific products with which the original product is compatible; what it “fits” with. For example, a boat fuel cable may only be compatible with a particular brand of motor:

Bay Area Power Sports Product Page

Since these are products that only fit highly specific parts, the end customer risks purchasing incompatible gear when buying on marketplaces due to missing or incomplete product details. 

This isn’t the only risk of inconsistent product data. For example, an item could be out of stock on the website but still listed available on an external marketplace.

In terms of payment solutions, PayPal and Authorize.net fed payment directly into Bay Area Power Sports’ PayPal Business account, but not through to Web Shop Manager. To take advantage of Web Shop Manager’s tax functionality, the company had to take the extra step of manually exporting payment and invoice data from PayPal to Web Shop Manager. Bay Area Power Sports required a more direct sync between their payment solution and ecommerce platform.

Integrating all the 3rd party solutions to a single ecommerce platform would require lengthy and expensive custom development on Web Shop Manager. Bay Area Power Sports was looking for a more straightforward solution that included native integrations with ChannelAdvisor, Shipstation, Paypal, and Authorize.net.

 The Solution

BigCommerce Integrations

BigCommerce was the solution. The SaaS ecommerce platform was cloud-based, so Bay Area Power Sports’ web hosting costs shrunk to 0$. BigCommerce offered everything Web Shop Manager provided in terms of product management and more. Not to mention built-in native integrations with:

  • ChannelAdvisor
  • PayPal
  • Authorize.net
  • Shipstation

As well as the following tools, which were added by Kensium later in the project. 

  • FedEx
  • USP
  • Google Analytics

One unique aspect of this project was that Bay Area used Channel Advisor as their “source of truth.” That meant that all data was to be entered in ChannelAdvisor, which would then sync back to BigCommerce (usually, data is entered into BigCommerce and gets sourced from there).

Implementing ChannelAdvisor as their central product information database reflects the strategy of the company. Bay Area Power Sports’ ability to undercut the prices of name-brand parts had been increasing their sales on external marketplaces, and they wanted to ensure product information was wholly accurate across the board. 

Bay Area Power Sports partnered with Kensium to implement BigCommerce, sync product data, and integrate all apps onto the BigCommerce platform.

The Collaboration

About BigCommerce

On the Kensium side, one of the best aspects of this project was pretty much drama-free. We implemented the BigCommerce platform relatively quickly, with most Bay Area Power Sports requirements coming “right out of the box” (requiring no significant custom development). 

Bay Area Power Sports was always promptly available to answer any questions, teach us about their company, and explain their requirements in detail. In turn, they trusted Kensium with all the technical aspects of the project and were relatively hands-off on the technical side. We appreciated Bay Area Power Sports’ trust in us as the development experts needed to complete the project.  

Kensium took overall responsibility and support for this go-live, including DNS record entry, payment configuration, to data management. Here are a few of the notable actions we took to ensure a successful go-live:

  • Our DevOps team communicated with the WebShop Manager to support the maintenance page as the client was unaware of how to do it.
  • We coordinated data transfer through a three-way call between ChannelAdvisor, BigCommerce, and Web Shop Manager (Our friends at Bay Area Power Sports were a tremendous help on this call). 
  • We made one BigCommerce sandbox website live using a live domain to ensure we knew how the BigCommerce website performed. After rigorous QA testing, we knew we were ready to push the site live. 

Kensium had the Bay Area Power Sports BigCommerce website live and ready for action on August 12, 2021. 

The Takeaway

Bay Area Power Sports Testimonial

One of the more fascinating aspects of the company is the complete lack of promotions or sales, simply because they offer lower prices than any other name-brand power sports parts manufacturer. Their ability to undercut prices made them a success on marketplaces on top of their website.

However, the main issue was keeping product data consistent across all these selling platforms since these are very particular pieces of equipment. The end customer needed to know exactly what they were getting. Their previous ecommerce platform was making this difficult to achieve.

Thanks to Kensium, Bay Area Power Sports’ shift to the BigCommerce platform has given them tools and integrations perfect for a direct-to-consumer/business-to-consumer selling model that primarily utilizes external marketplaces.

If you are interested in switching to BigCommerce, a different ecommerce platform, or need help with design, digital marketing, and custom development, Kensium does it all. Click here to get your first free consultation. 

Tags

Authored By
Isaac Herman
Body

Bay Area Power Sports Jetski

Verticals/Industry

Ecommerce Platform

Integrations

  • Recreational Vehicle Equipment
  • Marine Equipment
  • Repair Services
  • Brake Pads
  • Fuel Systems
  • Manufacturing
  • Direct-To-Consumer (D2C)

BigCommerce Enterprise replaced:

Web Shop Manager

  • ChannelAdvisor
  • ShipStation
  • Authorize.Net
  • PayPal
  • FedEx
  • USPS
  • Google Analytics

About The Company

Bay Area Power Sports provides thousands of motorcycle, marine, ATV, and dirt bike parts across the United States at lower prices than top name brands. By building an impeccable reputation for their in-house brand of repair parts, Bay Area Power Sports has also created a unique advantage: They steer around middleman vendors and sell directly to the consumer without any markup. 

Couple that with a history of exemplary customer service, and it’s easy to see why Bay Area Power Sports has expanded from a small one-room warehouse to their 10,000 square foot warehouse in Virginia. There is just one final piece of the puzzle missing: an ecommerce upgrade. 

The Initial Discovery

Bay area Power Sports Sale Increase

Bay Area Power Sports’ initial ecommerce platform was WebShop Manager, which the company used to host their website and manage product data. 

On top of their website, the company began conducting increased sales through external marketplaces like Amazon, eBay, and Wal-Mart. Marketplace sales were managed through ChannelAdvisor, an ecommerce platform designed for managing product data across multiple channels. Bay Area Power Sports also utilized the shipping platform ShipStation and payment solutions PayPal and Authorize.net

However, since these platforms were all siloed from one another, Bay Area Power Sports began to experience some adverse effects. Web Shop Manager did not have the functionality to integrate all 3rd party solutions under a single umbrella, without significant cost and time spent on custom development. 

The Challenge

system disconnection

The lack of sync across these different platforms meant that product data had to be entered manually in each. Not only was this tedious and time-consuming, but it increased the risk of mistakes across the entire purchasing and fulfillment process.

One issue was a data class unique to Bay Area Power Sports products, titled “Fits.” 

“Fits” means the specific products with which the original product is compatible; what it “fits” with. For example, a boat fuel cable may only be compatible with a particular brand of motor:

Bay Area Power Sports Product Page
This fuel cable only fits the Yamaha SUV 1200, built between 1999 and 2004. 

Since these are products that only fit highly specific parts, the end customer risks purchasing incompatible gear when buying on marketplaces due to missing or incomplete product details. 

This isn’t the only risk of inconsistent product data. For example, an item could be out of stock on the website but still listed available on an external marketplace.

In terms of payment solutions, PayPal and Authorize.net fed payment directly into Bay Area Power Sports’ PayPal Business account, but not through to Web Shop Manager. To take advantage of Web Shop Manager’s tax functionality, the company had to take the extra step of manually exporting payment and invoice data from PayPal to Web Shop Manager. Bay Area Power Sports required a more direct sync between their payment solution and ecommerce platform.

Integrating all the 3rd party solutions to a single ecommerce platform would require lengthy and expensive custom development on Web Shop Manager. Bay Area Power Sports was looking for a more straightforward solution that included native integrations with ChannelAdvisor, Shipstation, Paypal, and Authorize.net.

 The Solution

BigCommerce Integrations

BigCommerce was the solution. The SaaS ecommerce platform was cloud-based, so Bay Area Power Sports’ web hosting costs shrunk to 0$. BigCommerce offered everything Web Shop Manager provided in terms of product management and more. Not to mention built-in native integrations with:

  • ChannelAdvisor
  • PayPal
  • Authorize.net
  • Shipstation

As well as the following tools, which were added by Kensium later in the project. 

  • FedEx
  • USP
  • Google Analytics

One unique aspect of this project was that Bay Area used Channel Advisor as their “source of truth.” That meant that all data was to be entered in ChannelAdvisor, which would then sync back to BigCommerce (usually, data is entered into BigCommerce and gets sourced from there).

Implementing ChannelAdvisor as their central product information database reflects the strategy of the company. Bay Area Power Sports’ ability to undercut the prices of name-brand parts had been increasing their sales on external marketplaces, and they wanted to ensure product information was wholly accurate across the board. 

Bay Area Power Sports partnered with Kensium to implement BigCommerce, sync product data, and integrate all apps onto the BigCommerce platform.

The Collaboration

About BigCommerce

On the Kensium side, one of the best aspects of this project was pretty much drama-free. We implemented the BigCommerce platform relatively quickly, with most Bay Area Power Sports requirements coming “right out of the box” (requiring no significant custom development). 

Bay Area Power Sports was always promptly available to answer any questions, teach us about their company, and explain their requirements in detail. In turn, they trusted Kensium with all the technical aspects of the project and were relatively hands-off on the technical side. We appreciated Bay Area Power Sports’ trust in us as the development experts needed to complete the project.  

Kensium took overall responsibility and support for this go-live, including DNS record entry, payment configuration, to data management. Here are a few of the notable actions we took to ensure a successful go-live:

  • Our DevOps team communicated with the WebShop Manager to support the maintenance page as the client was unaware of how to do it.
  • We coordinated data transfer through a three-way call between ChannelAdvisor, BigCommerce, and Web Shop Manager (Our friends at Bay Area Power Sports were a tremendous help on this call). 
  • We made one BigCommerce sandbox website live using a live domain to ensure we knew how the BigCommerce website performed. After rigorous QA testing, we knew we were ready to push the site live. 

Kensium had the Bay Area Power Sports BigCommerce website live and ready for action on August 12, 2021. 

The Takeaway

Bay Area Power Sports Testimonial

One of the more fascinating aspects of the company is the complete lack of promotions or sales, simply because they offer lower prices than any other name-brand power sports parts manufacturer. Their ability to undercut prices made them a success on marketplaces on top of their website.

However, the main issue was keeping product data consistent across all these selling platforms since these are very particular pieces of equipment. The end customer needed to know exactly what they were getting. Their previous ecommerce platform was making this difficult to achieve.

Thanks to Kensium, Bay Area Power Sports’ shift to the BigCommerce platform has given them tools and integrations perfect for a direct-to-consumer/business-to-consumer selling model that primarily utilizes external marketplaces.

If you are interested in switching to BigCommerce, a different ecommerce platform, or need help with design, digital marketing, and custom development, Kensium does it all. Click here to get your first free consultation. 

 
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