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BigCommerce Custom Product Configurator for a US Branded Merchandise Retailer
Custom configurator, B2B bulk ordering workflows, and API-driven ecommerce architecture
Project Summary
Elogic partnered with a US-based branded merchandise retailer to build a flexible ecommerce platform capable of handling complex custom product configurations and bulk corporate orders on BigCommerce.
The project included development of a custom product configuration engine, a fully redesigned Stencil storefront, improvements to the product page UX for configurable orders, and deep integration with BigCommerce APIs.
Key Outcomes
40%
reduction in configuration completion time
21%
increase in product page conversion rate
42%
reduction in page load times
~30%
reduction in order processing time
About the Client
CapsToYou is a family-owned US business with more than 25 years of experience in custom-branded merchandise, specialising in embroidered hats, patch headwear, and promotional apparel.
Their business model combines self-service online product configuration, expert review, and artwork approval by specialists.
Customers design their product online and then work with a brand specialist to confirm production specifications before fulfilment.
Project Complexity
Custom product ecommerce introduces challenges beyond standard retail platforms.
Key complexities included:
Business Challenge
The client faced several limitations that affected conversion, operational efficiency, and merchandising flexibility.
01
Limited configuration capability
The native BigCommerce product option system could not support the complex configuration logic required for custom merchandise.
Products required options, including decoration type (embroidery, patch, print), stitch counts, logo placement, and bulk pricing tiers.
Handling this required significant custom logic.
02
Product page UX challenges
The product page experience did not effectively guide customers through configuration decisions.
For bulk buyers or corporate customers, this created confusion during ordering.
03
Manual admin workflows
Managing custom orders required manual coordination between storefront data, artwork approvals, and production workflows.
This increased operational overhead and risk of errors.
04
Storefront performance issues
The previous theme and layout did not provide optimal performance or responsiveness on mobile devices.
This created drop-off during product exploration and checkout.
Solution
Custom Stencil Theme Development
Elogic built a fully customised storefront using the BigCommerce Stencil framework.
The theme included:
- custom product presentation layouts
- responsive mobile design
- improved merchandising sections
- optimised product configuration interface
This ensured complex product options could be displayed clearly without harming performance.
Custom Product Configuration Engine
To support complex merchandise orders, Elogic extended BigCommerce product logic with custom configuration capabilities.
The system now supports:
- decoration types (embroidery, woven patch, PVC, sublimation, colour print)
- logo placement selections
- stitch count tiers
- quantity-based pricing rules
These capabilities go far beyond standard BigCommerce configuration features.
BigCommerce API Integration
Elogic implemented deep integrations using REST APIs and GraphQL APIs.
These integrations ensure that configuration data captured during product customisation flows correctly into cart data, order records, and admin workflows.
This significantly reduces order processing errors.
Product Page UX Redesign
The product page was redesigned to guide customers through complex configuration decisions.
The new experience includes:
- structured option selection
- clear pricing guidance
- bulk order indicators
- improved visual previews
This simplified the ordering process for both individual buyers and corporate clients.
Storefront Widgets & Merchandising Tools
Elogic developed custom widgets allowing the marketing team to manage content independently.
The team can now update seasonal promotions, featured products, decoration options, and bulk discount campaigns without developer involvement.
Performance Optimisation
Performance improvements included:
- frontend optimisation
- responsive layout improvements
- mobile usability enhancements
These improvements ensured consistent performance across devices.
Results & Business Impact
The platform improvements delivered measurable benefits across user experience, operations, and merchandising flexibility.
Improved configuration experience
40%
reduction in configuration completion time
21%
increase in product page conversion rate
Better mobile experience
35%
improvement in page load times
+
Mobile browsing and ordering experience significantly improved
Reduced operational overhead
30%
reduction in order processing time
28%
reduction in support inquiries related to configuration
Improved merchandising agility
+
Marketing team can manage promotions and featured products without developer assistance
Long-term platform evolution
+
Continuous development partnership established with Elogic
Long-term platform evolution
+
Platform can evolve without building an in-house engineering team
Capabilities Demonstrated
Planning a Similar Healthcare E-Commerce Platform?
If your organisation operates in pharmaceutical or healthcare ecommerce and needs a Magento partner experienced with UX optimisation, multilingual storefronts, and platform stabilisation, this project demonstrates how Elogic delivers measurable improvements in both customer experience and platform reliability.