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Seriously Silly Socks kicks up revenue 50% in one year with BigCommerce

How the niche shop sized up the competition and increased direct sales, bringing in almost 60% higher AOV on website orders versus other channels


50% 5.3% 38%
increase in revenueconversion rateincrease in orders

The Seriously Silly Socks success story

Andrew Gill saw an opportunity stemming from a popular United Kingdom tradition of gifting socks.

He was actively trading winter clothing items in a Christmas market, and his products included chunky handmade wool bed socks. They weren’t readily available anywhere elsewhere, and he decided to take advantage of the seasonal demand with cold weather to push the socks.

To increase reach and minimize start up costs, Andrew wanted to sell his socks online. Once he bought his domain name, he signed up with BigCommerce, originally with the free template.

With only socks for sale, Seriously Silly Socks began to grow steadily, first through channels like eBay and Amazon, and then through its own ecommerce site.


Using BigCommerce to provide the complete omnichannel experience

As told to BigCommerce by Andrew Gill, Owner, seriouslysillysocks.com

At Seriously Silly Socks, we sell solely online and take orders by phone.

When we first started, we just sat back and waited!

I used the BigCommerce integration to offer our full range of products on eBay, bringing in our first sales.

It began slow, but we would not have made it without using the channels – first eBay, then Amazon – as a springboard to create awareness. I can remember having the whole of my stock inventory in the back of my car!

From there, we realized how important it was to sell directly from our own site.

Today, more than 50% of total revenue is directly from our online store. Two years ago, Amazon alone was 80% of total revenue!

Direct sales provide our best engagement with customers. They can shop the entire store in one visit, versus other shopping channels like Amazon.

The Seriously Silly Socks success story

Andrew Gill saw an opportunity stemming from a popular United Kingdom tradition of gifting socks.

He was actively trading winter clothing items in a Christmas market, and his products included chunky handmade wool bed socks. They weren’t readily available anywhere elsewhere, and he decided to take advantage of the seasonal demand with cold weather to push the socks.

To increase reach and minimize start up costs, Andrew wanted to sell his socks online. Once he bought his domain name, he signed up with BigCommerce, originally with the free template.

With only socks for sale, Seriously Silly Socks began to grow steadily, first through channels like eBay and Amazon, and then through its own ecommerce site.


Using BigCommerce to provide the complete omnichannel experience

As told to BigCommerce by Andrew Gill, Owner, seriouslysillysocks.com

At Seriously Silly Socks, we sell solely online and take orders by phone.

When we first started, we just sat back and waited!

I used the BigCommerce integration to offer our full range of products on eBay, bringing in our first sales.

It began slow, but we would not have made it without using the channels – first eBay, then Amazon – as a springboard to create awareness. I can remember having the whole of my stock inventory in the back of my car!

From there, we realized how important it was to sell directly from our own site.

Today, more than 50% of total revenue is directly from our online store. Two years ago, Amazon alone was 80% of total revenue!

Direct sales provide our best engagement with customers. They can shop the entire store in one visit, versus other shopping channels like Amazon.


I've been with BigCommerce for five years now. I've looked into Magento and Shopify. When I compare BigCommerce versus either of them, I’m happy with the choice I made and would make the same decision again.
Andrew Gill, Owner, seriouslysillysocks.com 

BigCommerce helps increase AOV by almost 60%

As told to BigCommerce by Andrew Gill, Owner, seriouslysillysocks.com

We’ve tracked that our AOV is almost 60% higher on our own store than on any of the other  channels.

Selling through shopping channels and marketplaces is important but comes at a high price which never decreases.

While customer acquisition can be pricey for a direct sale, we can also get those first-time buyers back at little or no cost, whereas a channel commission is repeated every time the customer returns.

Using Google Adwords to bring customers directly to us has completely changed our business. We've been using Google Shopping for two years, Adwords for a year, Bing and retargeting for six months, and Facebook Ads for the first time in the 2017 Christmas holiday season.

We're also increasing sales through email marketing campaigns. We’ve recently signed up with Springbot. Springbot has added value to our email campaigns, which include triggered emails as well as helping us develop pop-ups on site, Instagram shopping, and customer reviews on our site. All of these elements are providing strategic marketing engagement.

Picking, packing and shipping costs decrease as a proportion of the total sales as the order value increases. So, bring on the high AOV!


BigCommerce + Yotpo add credibility

As told to BigCommerce by Andrew Gill, Owner, seriouslysillysocks.com

Currently, we use Yotpo for customer reviews on our website, and it has provided “social proof” credibility that we simply didn’t have before.

This has been a major difference from the start of our journey to selling directly from our store and has reduced our reliance on shopping channels. Customer feedback creates that “social-proof” trust that encourages other visitors to our store to buy

Our control panel for Yotpo is synced with BigCommerce. We encourage reviews by emailing customers after purchase and offering a discount coupon in return for a completed review. I simply create a coupon code in BigCommerce, then copy those details into Yotpo.

Yotpo sets up a specific code within the email form we send to the customer, so when they review the product they purchased, it triggers a future purchase discount to the customer.

It’s very simple and effective because the customer is already engaged having previously shopped our store.

Using Yotpo with BigCommerce has been a great engagement tool to learn about what our customers like, don't like, what they want, how to resolve issues, and how to turn customers into repeat buyers. It’s our best social platform for talking with customers, and we’re now adding more features like customer images and soon, an Instagram feed.


Using Yotpo with BigCommerce has been a great engagement tool to learn about what our customers like, don't like, what they want, how to resolve issues, and how to turn customers into repeat buyers.Andrew Gill, Owner, seriouslysillysocks.com
BigCommerce integrates seamlessly with the apps and tools we need to effectively run our store.
Andrew Gill, Owner, seriouslysillysocks.com
Bigcommerce Seriously Silly Socks Product

ChannelUnity synchronizes inventory for seamless multichannel sales

As told to BigCommerce by Andrew Gill, Owner, seriouslysillysocks.com

BigCommerce integrates seamlessly with the apps and tools we need to effectively run our store.

Though we love selling direct, we can’t ignore the marketplaces which help us scale our overall business and increase our brand awareness. The trick is learning to enable the two to work alongside each other.

All of our inventory quantities are managed in BigCommerce, but we use ChannelUnity to pull inventory status and push it out to the various marketplaces including Amazon, where we’re a self-fulfilled Prime seller, eBay, Fruugo and Etsy.

ChannelUnity shows us various options, price alterations, which products I want to push out, which products need to be re-priced (either an increase or decrease) and more. It manages the uploading of products that meets the requirements of each marketplace, orders, and syncs inventory.

When I get a sale in BigCommerce, ChannelUnity automatically and immediately adjusts the stock on Amazon, eBay and other channels. Additionally, if I sell something on Amazon, then ChannelUnity pulls that sale from Amazon and updates it in BigCommerce.

All sales are managed from our BigCommerce dashboard, and ChannelUnity ensures we have a consistently synchronized inventory.


Direct sales bring +50% of revenue

As told to BigCommerce by Andrew Gill, Owner, seriouslysillysocks.com

Compared to 2016, we grew total sales in 2017 by nearly 50%.

Direct sales account for more than 53% of this revenue, with AOV for direct sales at nearly $34 compared to just over $21 for channels. We attribute this to shopping channels offering mostly product in silos whereas our customers can shop the entire store, especially now with the smart search and filtering options enabled by our integration with Findify.

BigCommerce has revolutionized the way we do business. It is the ultimate networker, opening doors to people and businesses with experience, expertise and knowledge. We’ve discovered tools and integrations that are helping us grow our business long term. Integrations like Yotpo, Findify, and Springbot have increased our credibility and trust with our customers.

Internet trading can sometimes be a lonely place, but through BigCommerce, I've connected with a community of people with whom I’ve built mutually beneficial business relationships and friendships who have helped my business grow and innovate.


Still happy with our decision five years later

As told to BigCommerce by Andrew Gill, Owner, seriouslysillysocks.com

When I decided to sell online, I started researching and reading reviews. BigCommerce was the top contender from the start because it was simple to setup, offered minimal risk and provided opportunity to scale

I’ve been with BigCommerce for five years now.

I’ve looked into Magento and Shopify. When I compare BigCommerce versus either of them, I’m happy with the choice I made and would make the same decision again.

BigCommerce has evolved quite dramatically since we first started. We’ve been able to add tons of new features and integrations. In fact, we’ve reached the point where we’re struggling to keep up with all of the opportunities that have been presented to us! I also really like the support I’ve received within BigCommerce, from the customer support team as well as the expertise I’ve experienced in the BigCommerce Community.

Internet trading can sometimes be a lonely place, but through BigCommerce, I've connected with a community of people with whom I've built mutually beneficial business relationships and friendships and who have helped my business grow and innovate.Andrew Gill, Owner, seriouslysillysocks.com 

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