Woman’s Missionary Union (WMU) had a bold vision: bring three distinct brands into one cohesive experience, update aging systems, and streamline operations—without interrupting the work that mattered most.
What they needed wasn’t just a new website. It was a complete shift in how their organization operated online.
We partnered with WMU to consolidate their digital presence on BigCommerce, reimagine the front-end experience with a headless Experro build, and transition their warehouse to a modern, integrated system. The result is a single, flexible foundation built to serve both individual customers and large organizations, while supporting the team that keeps it all running.
The Challenge: Complex Needs and an Unforgiving Timeline
WMU’s digital presence had grown across multiple sites—WMU.com, WMUstore.com, and Worldcrafts.org—each with its own navigation, branding, and operational workflows. Managing them required duplicated effort and manual workarounds, especially when it came to orders, inventory, and content updates. Customers experienced inconsistent journeys depending on where they landed, and internal teams faced growing inefficiencies behind the scenes.
At the same time, key operational systems like warehouse and order management were becoming harder to maintain. With aging infrastructure and disconnected platforms, WMU’s ability to scale and serve both individuals and church organizations was limited by the very tools they relied on.
The goal was not just to streamline. It was to rebuild around a smarter, more unified approach—one that would simplify day-to-day operations while creating a more seamless experience for everyone WMU serves.
The Solution: A Unified Platform That Works for Everyone
We approached this project as a full-scale transformation—integrating content, commerce, subscriptions, and fulfillment into one connected system. We wanted to give WMU a system that would scale, simplify operations, and empower their team across every part of the business.
Unified Customer Experience
We migrated all three brands into a single BigCommerce environment, establishing one consistent experience for all customers to learn, shop, subscribe, and engage with WMU’s mission.
Custom Headless Front-End
To support flexible content management and future creative needs, we built a fully custom headless front end using Experro CMS. WMU’s internal team now has full control over page layouts, banners, text, imagery, and reusable components—all without needing developer support.
The result: a modern, mobile-optimized site that’s fully in WMU’s control.
B2B Support Built-In
Many of WMU’s buyers are part of larger church or organizational groups. BigCommerce’s B2B Edition allowed us to support those use cases with shared payment methods, company-managed accounts, invoicing, quick order forms, and saved shopping lists.
Now, organizational buyers can manage purchasing the way they need to, without workarounds.