Oroton Scales Omnichannel Customer Experiences with BigCommerce
Discover how customisable, cost-effective and reliable BigCommerce is and why we built it that way.
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1938
year founded
2019
launched on BigCommerce
2X
increase in overall site performance
A heritage brand meets modern commerce.
As one of Australia’s most iconic luxury brands, Oroton has been setting the standard in premium leather goods and fashion accessories since the 1930s. With a loyal customer base and a legacy rooted in quality, Oroton continues to innovate while staying true to its heritage.
While brick-and-mortar remains a strong focus, Oroton has steadily invested in digital transformation. “We want to be an experience for customers,” said Matthew Alexander, Senior Manager of Digital Solutions. “Our ecommerce site is an extension of that — it’s about building unique engagements that reflect the in-store experience.”
That desire for consistency, agility, and growth led the Oroton team to BigCommerce.
CHALLENGE
Outgrowing their platform and elevating the digital journey.
As Oroton’s online presence grew, so did the limitations of its previous ecommerce platform. The brand needed a solution that could support its expanding operations, offer robust integrations, and give the team more control to craft personalised shopping experiences.
“We had outgrown the platform we were on,” Alexander shared. “We needed something manageable for our current state but dependable for future growth.”
Omnichannel capabilities were also top of mind. Oroton wasn’t simply looking for another online store — they needed a platform that could bring their elevated in-store experience to life online. “We’re a lifetime purchase company,” he added. “We believe in the quality of what we produce — and we want to build customer experiences that reflect that.”
“We needed something manageable for our current state but dependable for future growth.”
MATTHEW ALEXANDER, SENIOR MANAGER OF DIGITAL SOLUTIONS, OROTON
SOLUTION
Supporting the full customer journey.
With BigCommerce, Oroton now powers the complete digital experience — from homepage to checkout — with the flexibility to make it their own. “The whole package is what’s most valuable,” said Alexander. “We know customers can come to our website, see what we want them to see, and find what they’re after.”
The platform’s intuitive interface empowers Oroton’s ecommerce team to manage their extensive product catalogue, update pricing, and launch seasonal campaigns with ease. “We’ve built out a lot of promotional messaging throughout the site,” Alexander explained. “From landing pages to product listing pages, we’ve added banners and communication elements that let the team highlight specific items and seasonal releases without disrupting the overall shopping experience.”
Whether it’s launching a flash sale or rolling out new product lines, the team can move quickly without relying on developers for every change — allowing Oroton to stay responsive to customer needs and market opportunities.
Custom experiences built on API flexibility.
While the team started by integrating out-of-the-box solutions, they’ve since evolved to build highly tailored experiences. “Now that we’ve hit that growth phase, we’re really utilising the APIs — GraphQL and server-side — to enhance the customer journey,” Alexander explained.
From custom landing page widgets built with Shogun, to content personalisation powered by Contentful and Searchspring, Oroton has crafted experiences that align closely with shopper needs — including a holiday gift finder that guides customers through a personalised selection process.
Seamless localisation and international expansion.
To support global customers, Oroton leverages BigCommerce’s price lists to support internationalisation. “If you log on from the UK, for instance, you won’t see some of our Australia-only products,” said Alexander. “We’ve worked with developers to make sure the site recognizes where you’re visiting from and tailors the experience accordingly.”
Streamlined tech stack integration.
BigCommerce connects seamlessly with Oroton’s broader tech ecosystem, which includes Emarsys (CRM), Segment (CDP), Contentful (CMS), Infor M3 (ERP), Searchspring (Search and Merch), and Salsify (PIM). “When we’ve changed or introduced vendors, BigCommerce has been stable and supportive,” said Alexander. “It’s allowed us to grow and change without impacting our tech stack.”
Payments made simple.
Payments are a critical part of Oroton’s customer experience, and BigCommerce made it easy to integrate multiple options right out of the box. “We use PayPal, card transactions, and Afterpay — and we’ve added Google Pay and Apple Pay as well,” said Alexander. “All of it was done through the BigCommerce platform. The integration is quite straightforward to start up, and it’s easy to tweak or modify as we go.”
In-house agility with partner support.
While much of the ecommerce execution is handled internally, Oroton continues to collaborate with agency partner Matter Design for strategy and development support. “It’s not a beast to maintain,” Alexander noted. “We’re a small team that can move quickly. And when we need to scale up for bigger initiatives, we bring in the right partners.”
“Now that we’ve hit that growth phase, we’re really utilising the APIs — GraphQL and server-side — to enhance the customer journey.”
MATTHEW ALEXANDER, SENIOR MANAGER OF DIGITAL SOLUTIONS, OROTON
Agency Partner:
Tech Stack:
“When we’ve changed or introduced vendors, BigCommerce has been stable and supportive. It’s allowed us to grow and change without impacting our tech stack.”
MATTHEW ALEXANDER, SENIOR MANAGER OF DIGITAL SOLUTIONS, OROTON
RESULTS
Faster launches, seamless growth, and richer experiences.
Since moving to BigCommerce, Oroton has seen consistent year-over-year growth in ecommerce — including strong performance during high-volume seasons like Black Friday and Christmas. “We seem to be growing every year,” said Alexander. “And we’re doing it without any clear impact to our tech stack, which has been fantastic.”
In fact since launching in 2019 Oroton has been able to nearly double their overall site performance. “Since launching on BigCommerce we have been able to focus on optimisation rather than maintenance, which has brought improvement in the site experience and conversion rate drastically, especially through flexibility and engagement during our peak periods.”
With BigCommerce, the team has also been able to move faster and respond to seasonal campaigns and cultural moments with agility. “From Mother’s Day to Chinese New Year, we want to celebrate everything that’s important to our customers,” Alexander explained. “BigCommerce gives us the flexibility to launch those experiences online in unity with our in-store teams without being bogged down by technology.”
And it’s not just the developers and digital leaders who benefit. “The ecommerce team loves using the BigCommerce UI,” said Alexander. “We’ve set up a lot of bespoke product configurations, and the platform is very capable of supporting them.”
“Since launching on BigCommerce we have been able to focus on optimisation rather than maintenance, which has brought improvement in the site experience and conversion rate drastically, especially through flexibility and engagement during our peak periods.”
MATTHEW ALEXANDER, SENIOR MANAGER OF DIGITAL SOLUTIONS, OROTON
LOOKING AHEAD
Building toward a more personalised, global future.
The team is actively exploring BigCommerce’s Catalyst frontend and new AI-powered technologies to support that vision. “We’re proponents of AI,” said Alexander. “We’re using it with vendors like Searchspring, and we’re exploring ways to use it internally to enrich data and improve the customer experience — not replace our existing processes, but to enhance them.”
At the center of Oroton’s strategy is a commitment to omnichannel excellence. “We want a single experience across all channels,” Alexander said. “If you walk into a store, we want the staff to be able to know who you are and what you’ve purchased online. That’s the kind of continuity we’re working toward — and BigCommerce is helping us get there.”
“If you walk into a store, we want the staff to be able to know who you are and what you’ve purchased online. That’s the kind of continuity we’re working toward — and BigCommerce is helping us get there.”
MATTHEW ALEXANDER, SENIOR MANAGER OF DIGITAL SOLUTIONS, OROTON
Published: April 2025
