Home decor brand Graham & Brown launches B2B e-commerce site on BigCommerce platform

Graham & Brown, a UK wall coverings and home décor company, says that it has achieved measurable improvements in customer experience, revenue growth, operational efficiency and digital maturity since launching its B2B e-commerce site on BigCommerce. 

Within a 12 week period, Graham & Brown launched a fully functioning B2B e-commerce site in January. Adoption was rapid with 90% of key accounts having embraced the new digital channel, in the first few months, underlying the demand for a more efficient, customer centric buying experience. 

It then expanded the platform beyond the UK, launching in Ireland and the broader European market by March. It supports multi-currency transactions in GBP, USD, EUR, AUD, and NZD.

Central to the firm's digital transformation was a focus on delivering a better customer experience. By engaging real customers in the build process, Graham & Brown gained direct insights into day-to-day user needs, enabling the development of features specifically tailored to the B2B buyer.

BigCommerce allowed Graham & Brown to streamline the buyer experience, including a Quick Order tool for frequent, high volume purchases, real-time visibility into credit balances and industry specific functionality such as specifying batch numbers for wallpaper orders to ensure exact colour consistency.

Another plus was the launch of bespoke print-to-order wallpaper mural creation tools for B2B customers. This feature allows trade clients to input custom dimensions and crop and zoom onto the design, to create a bespoke feature wall mural.

“BigCommerce’s platform has been incredibly successful at delivering and achieving our digital goals from the onset,” says Mike Berry, Head of E-commerce at Graham & Brown. “Not only has the platform elevated our customers’ journey by creating a more tailored and personalised experience, but it has also significantly eased the burden on our sales team.”

By shifting routine transactions and inquiries online, Graham & Brown says it has achieved significant operational efficiencies. The customer service team experienced a reduction in inbound calls, as common questions about stock, pricing and order status were answered by the website’s self-service tools. Likewise, the sales team has seen the typical Monday morning backlog of orders and emails decline.

“We’re thrilled that the B2B website is delivering a tailored, elevated digital experience that meets the unique needs of the home furnishings industry,” says Lance Owide, General Manager of B2B at BigCommerce.

“Graham & Brown had a vision to use e-commerce to drive operational efficiency, and to power the company’s global growth ambitions, and the results so far have achieved this while staying true to the core values of the brand.”

2025 RTIH INNOVATION AWARDS

E-commerce will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.