Erskine Dental Polishes Its B2B Operations and Scales Smarter with BigCommerce
Discover how customisable, cost-effective and reliable BigCommerce is and why we built it that way.
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11.5%
increase in conversion rate
51%
boost in revenue
40%
rise in orders
Highlights:
CHALLENGE.
A single landing page served both B2B and B2C customers, creating confusion and UX issues.
B2B buyers had no access to real-time inventory, pricing, or gated account views.
Manual order entry overwhelmed internal teams.
SOLUTION.
BigCommerce B2B Edition and Sage 200 integration enabled self-service, contract pricing, and account visibility.
Two storefronts — Erskinedental.com (B2B) and Piksters.com (B2C) — now serve distinct customer groups.
Built-in tools and third-party apps support automation, custom rules, promotions, and rapid iteration.
RESULTS.
51% revenue growth and 40% more orders since launch.
Customer count grew by 35% and conversion rate improved by 11.5%.
Internal teams spend less time on manual tasks and more time supporting key accounts.
Scaling the business behind every smile.
Erskine Products was founded by a practicing dentist to improve oral care for patients and professionals alike.
Today, it operates two distinct brands: Erskine Dental, which supplies clinical products to dental professionals, and Piksters, a consumer-facing line available online and in major retailers across Australia.
As demand grew across both channels, so did the complexity. Manual ordering slowed operations, and disconnected systems made it difficult to manage pricing, inventory, and customer experience at scale.
To support its next phase of growth, and expand into global markets, Erskine needed a more powerful, flexible ecommerce platform.
Thankfully, the team found exactly what it needed in BigCommerce.
CHALLENGE
An outdated platform that blocked B2B growth.
Before moving to BigCommerce, Erskine Dental operated on a basic WordPress site with limited ecommerce functionality.
There was no standalone B2B site — instead, professional customers accessed a catalog-only section within Piksters.com. Orders had to be submitted by phone or email, and the site wasn’t connected to inventory or customer accounts.
That model worked at first. But as the business grew, so did the friction:
Manual order entry overwhelmed customer care
Pricing and account data had to be managed offline
B2B buyers had no visibility into past orders or invoices
There was no way to gate pricing or require logins
The site also had to serve both professionals and consumers through a single landing page, creating UX and branding challenges.
“We had a landing page on the Piksters site that asked, ‘Are you a dental professional or a consumer?’” said Lisa Daley, Ecommerce Marketing and Product Manager. “The B2B side had a really limited growth potential, just being a catalog-only site.”
“The B2B side had a really limited growth potential, just being a catalog-only site.”
LISA DALEY, ECOMMERCE MARKETING AND PRODUCT MANAGER, ERSKINE DENTAL
SOLUTION
Purpose-built for complex B2B workflows.
Migrating to BigCommerce gave Erskine Dental the B2B functionality it needed to grow — from gated pricing to real-time inventory and account automation.
With help from technology partner MyIntegrator, the new site was built using BigCommerce B2B Edition and integrated directly with Sage 200. This allowed Erskine to manage pricing contracts, sync order and inventory data, and give B2B customers a seamless, self-service experience.
“We’ve integrated Sage to ensure each customer is onboarded with the correct pricing, and now they can log in and see their full account in real time,” said Scott Lovett, Founder and Managing Director of MyIntegrator and Kobe Creations.
With these tools in place, Erskine Dental shifted its wholesale business to a modern self-service model — freeing up internal teams and supporting long-term growth.
A tailored experience for professionals and consumers.
To better serve its two key audiences, Erskine split its original site into two distinct ecommerce experiences: one for dental professionals (Erskinedental.com) and one for consumers (Piksters.com). This allowed each site to focus on the needs, language, and buying behavior of its intended audience, while still sharing product data and backend systems.
On the B2B side, the team prioritised fast, intuitive navigation and clinical language tailored to practice staff.
“We have multiple buyer profiles on our B2B site, from practice managers and dental assistants to dentists and dental specialists, so we had to balance technical language with accessible content,” said Lisa.
The B2C site emphasised simple navigation and clear categorisation.
“We wanted no more than three clicks to purchase a product,” she added, “so that meant really having to sort our products out into categories and subcategories, and then product levels.”
Both storefronts reflect a consistent brand experience, but each is purpose-built for how their customers shop.
Flexible, easy-to-use tools.
With BigCommerce, the team has been able to enhance both B2B and B2C storefronts without relying heavily on developers.
Built-in features like store credit, coupon codes, and custom fields make it easy to run promotions, flag special-order items, and enforce quantity minimums. Lisa and her team use these tools daily to manage product logic and improve transparency for customers.
Meanwhile, the platform’s variety of third-party apps and integrations streamline search, forms, and upsell experiences, helping the team test new ideas and automate workflows across both sites.
“I’m fairly new to BigCommerce, but there’s so much I discover every day,” said Lisa. “There’s a lot of untouched potential, and a lot I can manage myself, without a developer.”
“I’m fairly new to BigCommerce, but there’s so much I discover every day. There’s a lot of untouched potential, and a lot I can manage myself, without a developer.”
LISA DALEY, ECOMMERCE MARKETING AND PRODUCT MANAGER, ERSKINE DENTAL
“We’ve integrated Sage to ensure each customer is onboarded with the correct pricing, and now they can log in and see their full account in real time.”
SCOTT LOVETT, FOUNDER AND MANAGING DIRECTOR, MYINTEGRATOR AND KOBE CREATIONS
RESULTS
Modern workflows, measurable impact.
Since launching on BigCommerce, Erskine Dental has seen measurable improvements across traffic, conversions, and revenue, driven by faster workflows and a more intuitive B2B experience.
Between February 2023 and October 2025:
Website visits increased by 10%
Conversion rate improved by 11.5%
Revenue grew by 51%
Orders rose by 40%
Customer count increased by 35%
Average order value rose by 9%
By shifting from manual orders to self-service, the customer care team now spends less time fielding calls and more time supporting key accounts. Reordering is faster, pricing is clearer, and customers have full visibility into their account and invoice history.
“We have really increased revenue quite considerably in the dental channel over the last couple of years,” said Lisa. “And each year, our targets get bigger, so we have to keep on improving.”
“We have really increased revenue quite considerably in the dental channel over the last couple of years. And each year, our targets get bigger, so we have to keep on improving.”
LISA DALEY, ECOMMERCE MARKETING AND PRODUCT MANAGER, ERSKINE DENTAL
LOOKING AHEAD
Scaling into new markets and channels.
Erskine Products is expanding into the US, UK, and Canada, with international storefronts in development to support both professional and consumer audiences.
“We’ve got a dedicated partner to build the international business, and we’re really excited about the direction we’re going in with BigCommerce,” said Lisa.
The team also plans to grow Piksters and launch Piksters Academy — a new education hub for dental professionals and patients.
With BigCommerce, Erskine has the flexibility to expand globally, and the tools to keep evolving every step of the way.
“We’ve got a dedicated partner to build the international business, and we’re really excited about the direction we’re going in with BigCommerce.”
LISA DALEY, ECOMMERCE MARKETING AND PRODUCT MANAGER, ERSKINE DENTAL
Published February 2026
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