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Freund Container: B2B empowerment through RESTful APIs

Why they won

Freund Container was a finalist for the Innovation Awards.

For B2B enablement and empowerment complexity that works seamlessly across customer and employee touchpoints.

Business stats

Business outcomes of the innovation

  • +80 points increase in conversion rate

  • 26.5X increase in lead generation

What they do

Freund Container & Supply has been America’s leading supplier of rigid packaging and industrial supplies since 1938. We proudly ship more in-stock containers than any other U.S. company, bar none.

We offer over 10,000 items in stock every day, with no order minimums, and unbeatable customer service.

We serve the majority of the Fortune 500 while also giving the same great touch to smaller, emerging companies.

For all customers we offer a low-price guarantee regardless of quantity: one case, one pallet or one truckload.

Take a closer look and you’ll find that we stock nearly every container type, including vials, bottles, jars, jugs, pails, drums and boxes. And we provide a huge array of industrial supplies for MRO applications.

The challenge behind the innovation

Offering a rich, full-service environment rife with innovative up-the-paradigm solutions was a significant challenge.

We spent a great deal of time researching platforms that would help bring our vision of B2B enablement to life. And, weave in an array of industry exclusive features such as dynamic custom label creation, B2B empowerment, price flexibility tools and more.

How they make it work

BigCommerce’s restful API framework provided us with myriad integration opportunities.

We fully integrated our back office with BigCommerce — everything from the item master file & attributes to pricing, orders and customer records are now completely integrated.

Our 3rd party label manufacturer was able to integrate their tool and order feed through the API as well. We partnered with several of BigCommere’s 3rd party marketplace partners, too.

Ultimately, partnering with, a BigCommerce system integrator, allowed us to fully leverage the platform.

Lastly, I felt as though there was a great deal of access to BigCommerce’s leadership team. They listened to our feedback regarding our struggles and even gave us a sneak peek at their development roadmap so that we understood how best to deploy our project dollars (customizations now or wait for base development).

Overall, there was a high level of partnership that made our complex B2B implementation work.

Final word

Customers have given our new site rave reviews for the improved user experience.

Our order conversion rate is up 80 bps and we’ve seen a dramatic (26.5X) increase in lead generation.

Tracey Wallace avatar

Tracey is the Director of Marketing at MarketerHire, the marketplace for fast-growth B2B and DTC brands looking for high-quality, pre-vetted freelance marketing talent. She is also the founder of Doris Sleep and was previously the Head of Marketing at Eterneva, both fast-growth DTC brands marketplaces like MarketerHire aim to help. Before that, she was the Global Editor-in-Chief at BigCommerce, where she launched the company’s first online conference (pre-pandemic, nonetheless!), wrote books on How to Sell on Amazon, and worked closely with both ecommerce entrepreneurs and executives at Fortune 1,000 companies to help them scale strategically and profitably. She is a fifth generation Texan, the granddaughter of a depression-era baby turned WWII fighter jet pilot turned self-made millionaire, and wifed up to the truest of heroes, a pediatric trauma nurse, who keeps any of Tracey’s own complaints about business, marketing, or just a seemingly lousy day in perspective.