Videcon Secures a Modern B2B Experience with BigCommerce
Discover how customisable, cost-effective and reliable BigCommerce is and why we built it that way.
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217%
increase in ecommerce conversion rate
93%
reduction in customer acquisition costs
20-40
minutes for new trade customers to apply, get approved, and place their first order
Key highlights:
CHALLENGE.
40,000 products across 300 brands created a complex catalog that needed to be easy for installers and integrators to search and navigate online.
Videcon lost its previous ecommerce system, leaving trade customers without an online ordering channel.
B2B buyers expected modern, self-service purchasing, requiring seamless integration with Videcon’s NetSuite ERP.
SOLUTION.
BigCommerce B2B Edition powered a modern trade buying experience, allowing installers to browse product data, compare specifications, and order anytime.
Agency 51 built a NetSuite integration using Google Cloud, synchronising product data, pricing, inventory, and customer accounts in real time.
Optimised pricing architecture supports millions of price combinations, ensuring every trade customer sees the correct price instantly.
RESULTS.
217% increase in ecommerce conversion rates after launching the new BigCommerce platform.
93% reduction in customer acquisition costs thanks to streamlined digital onboarding and purchasing.
New trade customers can apply, get approved, and place an order within 20–40 minutes.
Powering the systems behind modern security installations.
From CCTV and fire systems to access control and intruder alarms, Videcon supplies the technology that keeps businesses and buildings secure across the UK.
Serving the trade security market since the mid-1990s, the company works with installers and integrators who rely on fast access to product data, pricing, and inventory to deliver complex security installations.
But with roughly 40,000 products across 300 brands, giving customers a fast and intuitive way to browse, research, and purchase online wasn’t simple.
Videcon needed an ecommerce experience that matched the speed and expectations of modern B2B buyers — while staying tightly connected to its NetSuite ERP.
That’s when they turned to BigCommerce and Agency 51.
CHALLENGE
Rebuilding ecommerce after losing online ordering.
When Videcon began planning its digital transformation, the company faced a critical gap: its previous ecommerce system had been retired, leaving customers without an online ordering channel.
“When I took over the marketing department, we actually didn’t have an ecommerce capability,” explained John Brown, Senior Marketing Executive and Team Manager at Videcon. “The old system had become redundant and hadn’t been updated, so we had to switch it off.”
For a distributor serving professional installers and integrators, that created friction across the buying process.
Key challenges included:
No online purchasing channel for customers
A catalog of 40,000 products across more than 300 brands
Trade buyers who required detailed technical specifications
Growing demand for 24/7 self-service purchasing
The need to integrate ecommerce with the newly implemented Oracle NetSuite ERP
At the same time, buyer expectations were evolving quickly.
“B2B buyers aren't just buyers — they're people who shop on Amazon and ASOS in the evening. They’re used to fast load times, clean interfaces, and frictionless shopping experiences,” said John Barton, Development Director at Agency 51.
Videcon needed a platform that could deliver a fast, modern buying experience while still supporting the complexity of B2B pricing, accounts, and purchasing workflows.
“When I took over the marketing department, we actually didn’t have an ecommerce capability.”
JOHN BROWN, SENIOR MARKETING EXECUTIVE AND TEAM MANAGER, VIDECON
SOLUTION
Building a modern B2B ecommerce foundation.
To modernise its digital experience, Videcon partnered with Agency 51 to launch a new ecommerce platform on BigCommerce, using BigCommerce B2B Edition to support the needs of trade buyers.
The goal was to create an online experience that made it easy for installers and integrators to find product information, compare specifications, and place orders at any time.
“Many of the core B2B capabilities are already built into the platform, so we could focus on the elements that were unique to Videcon rather than building everything from scratch,” said Ian Lawton, CTO at Agency 51.
Working together, Videcon and Agency 51 designed a streamlined storefront tailored to how security professionals research and purchase equipment.
Key priorities included:
Organising a catalog of 40,000 products across more than 300 brands
Providing clear access to the technical specifications required for security installations
Making it easier for customers to quickly locate and compare products
Enabling customers to browse and place orders whenever they need to
“People who shop online need ease. They need to be able to navigate quickly, find the right information, and make an order at any point of the day,” said Brown.
With BigCommerce in place, Videcon could deliver the fast, intuitive buying experience modern B2B customers expect.
Connecting ecommerce with NetSuite for real-time operations.
A critical requirement for Videcon’s new ecommerce platform was seamless integration with its recently implemented Oracle NetSuite ERP.
Videcon had already invested heavily in NetSuite as the system managing finance, inventory, product data, and customer accounts. The ecommerce platform needed to extend that system — not operate separately from it.
To achieve this, Agency 51 designed an architecture that positioned NetSuite as the single source of truth for core business data.
Key capabilities included:
Synchronising product information, pricing, and inventory between NetSuite and BigCommerce
Managing millions of customer-specific price records across Videcon’s B2B accounts
Delivering accurate stock availability and pricing in real time
Automating trade account onboarding between the website and ERP
“We built a dedicated integration layer hosted on Google Cloud Platform that orchestrated the data flows between NetSuite and BigCommerce,” explained Lawton. “Products, pricing, stock levels, and customer information all originate in NetSuite and flow directly into the ecommerce experience.”
This tight integration ensured customers always saw accurate information online while allowing Videcon’s internal teams to manage the entire catalog and customer base from a single system.
Managing complex B2B pricing at scale.
One of the biggest technical challenges in launching Videcon’s ecommerce platform was managing customer-specific pricing at scale.
With a catalog of 40,000 products and negotiated pricing across thousands of trade accounts, the system needed to handle millions of potential price combinations while ensuring pricing loaded instantly when customers logged in.
Agency 51 had to ensure the site could deliver accurate pricing without slowing down the shopping experience.
Key considerations included:
Supporting customer-specific pricing across thousands of accounts
Handling millions of price records generated by product and customer combinations
Ensuring pricing loads instantly across product pages and category listings
Maintaining synchronisation with NetSuite without long data refresh cycles
Rather than performing live price lookups from the ERP on every page load, the team implemented an optimised architecture that stores pricing directly within BigCommerce and updates it efficiently.
“When you multiply thousands of products by thousands of customers, you quickly end up with millions of price points,” said Barton. “The real challenge is making sure every customer sees the correct price instantly without slowing down the site.”
By leveraging BigCommerce’s API architecture to process large batches of pricing updates, Videcon was able to deliver a fast, B2C-like buying experience while supporting the complexity of B2B pricing behind the scenes.
“Many of the core B2B capabilities are already built into the platform, so we could focus on the elements that were unique to Videcon rather than building everything from scratch.”
IAN LAWTON, CTO, AGENCY 51
“We built a dedicated integration layer hosted on Google Cloud Platform that orchestrated the data flows between NetSuite and BigCommerce.”
IAN LAWTON, CTO, AGENCY 51
RESULTS
Faster customer acquisition and stronger ecommerce performance.
Since launching its new ecommerce platform, Videcon has seen measurable improvements across both customer experience and business performance.
By giving trade buyers a fast, self-service ordering experience connected directly to its ERP, the company has streamlined the path from account creation to purchase.
Key outcomes include:
217% increase in ecommerce conversion rates
93% reduction in customer acquisition costs
New trade customers able to apply, get approved, and place an order in as little as 20 – 40 minutes
A scalable digital channel supporting Videcon’s growing marketing and acquisition efforts
“Conversion rates have increased by around 217%, and acquisition costs have dropped by 93%,” remarked Brown. “The ease of applying for an account and becoming a purchasing customer has been hugely beneficial for the business.”
With a modern ecommerce foundation now in place, Videcon can continue driving digital growth while delivering a faster, more efficient buying experience for security professionals across the UK.
“The ease of applying for an account and becoming a purchasing customer has been hugely beneficial for the business.”
JOHN BROWN, SENIOR MARKETING EXECUTIVE AND TEAM MANAGER, VIDECON
LOOKING AHEAD
Scaling growth with a stronger digital foundation.
Following the launch of its new ecommerce platform, Videcon is now focused on accelerating growth across both its customer base and digital channels.
The company is continuing to expand its marketing efforts and drive more traffic to the site, using its ecommerce platform as the central hub for customer acquisition and online ordering.
“We now have all the correct tools in place, and we’re ramping up marketing from both a paid and organic perspective to drive more revenue through the website,” shared Brown.
With BigCommerce supporting its digital strategy, Videcon is positioned to scale ecommerce while continuing to deliver the speed, convenience, and information security professionals rely on.
“We now have all the correct tools in place, and we’re ramping up marketing from both a paid and organic perspective to drive more revenue through the website.”
JOHN BROWN, SENIOR MARKETING EXECUTIVE AND TEAM MANAGER, VIDECON
Published April 2026
