Cambiobike Cruises into Ecommerce Success with BigCommerce

A unique journey toward better mobility

Following a boom in the bicycle industry during Covid that made the market of e-bikes incredibly interesting, the Italian group Cambiomarcia, a specialist in automotive and mobility, launched the project Cambiobike that focuses entirely on e-mobility and, in particular, e-bikes.

“Cambiobike started as a business unit with the goal of becoming the number one pure online retailer of e-bikes in Italy. Our approach is completely focused on the customer journey and on the experience for the user, from the beginning to the end of the process” explained Nicola Giunchi, CEO of Cambiomarcia.

CHALLENGE

Find a technology with the right capabilities

Keen to go live quickly, the Cambiobike team first decided, with the help of Eurostep agency, to use Shopify, which allowed for fast deployment. But, when it came to improving the customer journey to fit the very specific requirement of their product, they were limited by the platform’s capabilities.

“We needed better integration, much stronger back-office features and more flexibility in the checkout — which needed a lot of custom development,” explained Giunchi. “It's an enormous effort, considering that e-bikes, like cars or motorcycles, are newer to selling 100% online, and you need to pay attention to the entire customer journey.”

In addition to a simplified checkout process with preferred payment options, the Cambiobike team was adamant that their customers — not being able to touch and try the bikes in person — must be able to truly experience the bikes through their online store. 

That’s where BigCommerce came in.

SOLUTION

No compromising on the user experience

From the get-go, BigCommerce proved to be a much more sophisticated solution with the ability to solve Cambiobike’s two main concerns: integrations and flexibility.

As Giunchi puts it, “We switched to BigCommerce because of its capabilities. We needed strong integrations and a lot of flexibility to build a modular store and optimize the checkout experience. From the original seven steps in Shopify, we were able to reduce that down to a simple three-step checkout on BigCommerce, which was easy to do with the built-in customisation options.”

Considering that e-bikes are complex and relatively new to the online market, they designed product pages that make it as easy as possible for customers to discover, visualize and understand the product correctly. They also provided tools that let shoppers contact the Cambiobike team at any stage in their journey.

“Our potential clients can’t touch the product or take the bike for a test ride,” explained Giunchi. “So we invest a lot in our product pages, including high-quality product visualization features such as 360 pictures of the bikes. We can't compromise on the way we show our product, and to build such an exceptional experience online, you need a platform like BigCommerce that allows you to deploy fully modular stores.”

RESULTS

More sales and conversions

Since launching on BigCommerce, Cambiobike has increased their site speed, their site conversions and traffic to their online store. In addition to improving the experience on their store itself, Cambiobike also invests in Meta and Google, with 90% of their advertising budget going to social media platforms in an effort to reach more people and drive quality traffic to their website.

The Cambiobike team also prioritizes creating educational content, such as a recently launched magazine. “We create a huge amount of traffic on the website thanks to investments in advertising, but also in content. This creates a lot of traffic. Our focus is on converting this traffic with a lot of flexibility in how we interact with people. Whenever you browse the website, you can chat with our team. Some people are still not used to buying a bike online without trying it so presale is key. We are overcoming this with quality content and customer care altogether,” said Nicola Giunchi.

LOOKING AHEAD

Expanding into B2B ecommerce

Cambiobike is just getting started with future plans to expand into new adventures. “Our next focus will be on B2B with the introduction of a long-term rent model. We already know that BigCommerce will support us, because its solution includes capabilities able to handle complex features, especially in terms of subscriptions or payments. So this is our main focus for the next two years,” concluded Giunchi.

Published: January 2023