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Fulham Timber & Building Supplies

Fulham Timber & Building Supplies is one of the UK’s leading independent builders merchants. With over 30 years of brick and mortar trading, the board of directors decided it was time to take the business online, and trusted Throttl in doing so.

Client: Fulham Timber & Building Supplies
Date: 2018
Services: Website Development, E-Commerce, Branding, Pay Per Click Marketing

Fulham Timber sees exponential growth and cuts costs with BigCommerce

percent increase in revenue
percent increase in conversion rate
percent saved on website running costs

Disrupting a once traditional industry and leading the revolution.

Timber & Builders Merchants have for long been a very traditional sector, especially the independents.

There is still a large number of independent merchants who to this day do not have a website, let alone sell online.

Seeing this, and having a good understanding of e-commerce and the ever-changing behaviors of customers, in 2016 Fulham Timber decided to lead the digital revolution in their sector and work with us here at Throttl to take their business online.

The challenge

After two and a half years of successful sales on growth on the original WooCommerce powered website we had built for them.

The website because very vulnerable due to the number of third-party plugins required to achieve certain functionalities, and the servers were struggling with the number of requests.

Fulham Timber had outgrown this solution and was on the lookout for a platform with:

  • B2B functionality such as customer-specific pricing.
  • Seamless systems integrations.
  • High-level security.


The solution

Moving their existing website over to higher-performance servers was an option, but this would not overcome the other hurdles.

After several weeks of research and trials, we had shortlisted two potential platforms including BigCommerce.

We had the privilege of discussing the project in person with the BigCommerce team, and the privilege of meeting BigCommerce CEO Brent Bellm.

We had no doubt that BigCommerce was the option for Fulham Timber with the industry-leading security, high-speed servers, native B2B features, and an unrivaled catalogue of technology partners and integrations.


The results

After a six-week design, build and launch process we finally hit the switch and launched the all-new, BigCommerce powered Fulham Timber website.

The new and improved website now features B2B functionality, which includes:

  • Product-specific prices for account customers.
  • Customer-specific delivery options.
  • Discount rules on volumes and specified lines.

While we had no doubt of the results we would achieve with BigCommerce, we were fairly surprised at the time in which we achieved them. We witnessed a 172% increase in annual revenue in the first year, and a whopping 62% increase in conversion rate.

Not only did the site look and function better, but we were also able to seamlessly integrate countless third-party platforms including Klaviyo and Segmentify without posing any security risk, which was one of the main factors for re-platforming.

In February 2022 we added a points system-based reward programme functionality. We are due to implement and launch click and collect functionality by March 2022.

“The new site led to an increase in online sales. Throttl delivered in a communicative way, showing consistency and commitment to their work. The willingness they displayed made them feel like part of the company. The team's quick understanding allowed the company to focus exclusively on its project.”

William Dobbs Director, Fulham Timber