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Home > Projects > CapsToYou

BigCommerce Custom Product Configurator for a US Branded Merchandise Retailer

Custom configurator, B2B bulk ordering workflows, and API-driven ecommerce architecture

CapsToYou Case study

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

Client

CapsToYou

Region

United States

Model

B2C + B2B (bulk & corporate ordering)

Industry

Custom Branded Merchandise, Promotional Headwear & Apparel

Platform

BigCommerce (Stencil framework), Node.js, REST & GraphQL APIs

Timeframe

Ongoing Development & Maintenance

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:

Configuration of multiple decoration types
Dynamic quantity-based pricing
Logo uploads and artwork approvals
Bulk ordering workflows
Accurate transfer of configuration data into order processing

Solving these challenges required extending BigCommerce beyond its native capabilities.

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

BigCommerce custom ecommerce development
BigCommerce configurable product logic
BigCommerce REST & GraphQL API integrations
Ecommerce UX optimisation for complex products
Bulk ordering workflows for B2B ecommerce

Best Fit For

This type of solution is particularly relevant for:

Promotional merchandise retailers

Branded apparel companies

Businesses selling configurable or made-to-order products

Ecommerce stores with B2B bulk ordering workflows

Retailers needing custom logic beyond standard BigCommerce features

Typical challenges addressed include:

  • Complex product configuration
  • Bulk pricing rules
  • Ecommerce UX for multi-step product selection
  • API-driven integrations for custom order data

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.

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