Kittery Trading Post: Equipping for Ecommerce Success

Strategic Re-platforming to BigCommerce for Enhanced Performance & FFL Compliance.

PROJECT OVERVIEW

Miracommerce partnered with Kittery Trading Post, a renowned outdoor outfitter, to execute a comprehensive ecommerce re-platforming initiative. The project focused on migrating their existing online store from Salesforce Commerce Cloud to BigCommerce, aiming to enhance operational efficiency, increase platform flexibility, and ultimately elevate the customer experience.

The Challenge

How could Kittery Trading Post overcome the limitations of their existing ecommerce platform to achieve greater operational efficiency, integrate specialized retail processes, and significantly improve their online customer experience and sales performance?

Kittery Trading Post’s growth in the ecommerce space faced significant obstacles. The company manages a large and varied product catalog, spanning outdoor gear, apparel, and firearms. The previous platform proved to be both inflexible and expensive, failing to support the business's unique operational complexities and specialized regulatory needs. The company sought a new ecommerce solution that could scale with their business, streamline daily operations, and deliver a more dependable customer experience.

Miracommerce was engaged to lead this technology transition. We developed a detailed re-platforming strategy to migrate their operations to BigCommerce, with a primary focus on maintaining business continuity and preventing data loss. Our solution confronted Kittery Trading Post's core challenges directly. First, to manage their extensive product line, we implemented an inventory system using AWS that provides scalable and accurate, real-time stock management. A central part of this was developing a tailored checkout process to ensure compliance with Federal Firearms License (FFL) regulations—a critical requirement for Kittery Trading Post's specific product offerings. This custom workflow guides customers through the necessary steps for a compliant transfer, including the selection of a local FFL dealer.

To improve the customer-facing experience, we redesigned the website’s user interface. The new design introduced clearer navigation paths and a more effective site search to help shoppers find products quickly. In parallel, we restructured the entire product taxonomy. By organizing categories and product information in a way that aligns with user search behavior, we improved the site for both usability and search engine optimization (SEO), helping to increase organic traffic.

The outcome of this project is an ecommerce platform that directly supports the specific needs of Kittery Trading Post. They now have a scalable foundation to manage a large-scale inventory, a compliant system for regulated sales, and a digital storefront designed to attract and retain customers. This positions Kittery Trading Post with the operational capacity for sustained business growth.

The Brand

Kittery Trading Post, established in 1938, is a family-owned and operated outdoor outfitter located in Kittery, Maine. Renowned for its extensive selection of outdoor gear, apparel, and specialized equipment for hunting, fishing, and camping, Kittery Trading Post serves a dedicated customer base seeking quality products and expert advice. They are a beloved institution for outdoor enthusiasts across New England and beyond.

Results

The strategic migration to BigCommerce, orchestrated by Mira Commerce, served as a catalyst for significant and measurable growth for Kittery Trading Post. By building on a robust technology stack including Amazon Web Services for scalability and BigCommerce for the core platform, the project addressed foundational challenges and unlocked new levels of performance. The outcomes were tracked and validated using analytics from the Google Marketing Cloud, confirming success across the entire customer journey.

A primary focus of the project was enhancing the user experience, which translated directly into improved conversion and customer value. By analyzing user behavior with tools like Microsoft Clarity, the team was able to identify and eliminate friction points in the shopping process. This led to a more stable and intuitive checkout, resulting in a 26.3% decrease in the cart abandonment rate. Furthermore, the redesigned site navigation and improved product discovery encouraged shoppers to explore more of the catalog, culminating in a 31.1% increase in Average Order Value (AOV).

The platform's technical optimization and search-engine-friendly architecture also expanded Kittery Trading Post's online reach. The enhanced visibility and improved site performance attracted a wider audience, leading to a 15.4% increase in overall site visits.

Ultimately, these combined improvements—a more satisfying customer journey, higher transaction values, and greater web traffic—drove a 7.5% increase in overall revenue. This demonstrates the power of a tailored ecommerce solution, solidifying Kittery Trading Post's competitive position in the online marketplace and providing a scalable foundation for future growth.

Metrics at a glance

+%Increase in Average Order Vale

+%Increase in Revenue

+%Increase in Visits

-%Decrease in Cart Abandonment Rate

SUMMARY

To address critical operational challenges stemming the previous platform, Mira Commerce executed a strategic migration of Kittery Trading Post to the BigCommerce platform. The project’s objectives were to support a complex product catalog, ensure compliance with Federal Firearms License (FFL) regulations through a custom-developed checkout process, and enhance the overall user experience. The re-platforming initiative yielded significant, measurable results, including a 26.3% decrease in cart abandonment, a 31.1% increase in average order value, and a 7.5% lift in overall revenue, demonstrating the powerful return on investment from a tailored and technically robust ecommerce solution.

TECHNOLOGY SOLUTIONS

BigCommerce

Amazon Web Services (AWS)

Microsoft Clarity

Google Marketing Cloud

SERVICES