Rogers Sporting Goods

Rogers Sporting Goods has served hunters and anglers since 1980 and carries one of the most comprehensive hunting catalogs available. When they came to SwiftOtter, their platform had quietly become the thing limiting what they could do next: no Canadian storefront, no compliant path to Google advertising for hunting and ammunition, no in-store pickup for local customers.

The business was ready to grow. Their platform was not.

What the Project Covered

Before getting into how each piece came together, here is the scope of what was built:

• Custom BOPIS (Buy Online, Pick Up In Store) via BigCommerce API and Cloudflare Workers
• NetSuite ERP integration for real-time order and inventory sync
• Multi-Storefront deployment for Canadian market expansion with Zonos Checkout
• Multi-Storefront deployment for Google Ads compliance across hunting and ammunition categories
• Custom Mega Menu navigation built around Rogers' full catalog structure
• Choke Tube Fit Finder guided selling tool
• Custom Listrak transactional email integration via BigCommerce Webhooks API

You should not have to work around your own platform to scale.

Designed Around How Hunters Actually Shop

Rogers' customers know what they want. They are not browsing. They need to move through a deep catalog quickly, find the right product without guesswork, and check out without friction standing between them and a completed order. The new site was built around that reality.

The add-to-cart flow was redesigned so customers can proceed directly to checkout or keep browsing, with relevant recommendations surfaced at the right moment. The mini cart shows real-time updates and loyalty tracking. Checkout surfaces the information that influences decisions before they are made, not after.

Navigation needed its own solution. A custom Mega Menu was built around Rogers' actual catalog structure, creating clear paths through hundreds of products across dozens of categories. For choke tubes, where the right product depends on firearm make, gauge, and model, a guided Fit Finder tool asks three questions and returns only compatible options. That kind of product knowledge earns loyalty in store. Having it work the same way online means Rogers can offer it to every customer, not just the ones who come in person.

The entire experience was built mobile-first. A hunter checking inventory from their truck expects the same clarity as someone at a desktop.

Closing the Gap Between Online and In-Store

BigCommerce does not natively support buy online, pick up in store at the checkout level. SwiftOtter built a custom BOPIS solution using BigCommerce's API endpoints and Cloudflare Workers, extending pickup logic across the Product Detail Page, Cart, and Checkout. Local customers can now choose in-store pickup at any point in the flow, an option that had not existed before.

Reaching New Customers Without Splitting the Catalog

Rogers needed to expand into Canada and find a way to advertise hunting and ammunition products on Google, a category with real restrictions that most retailers work around rather than solve. Both problems had the same answer.

Using BigCommerce's Multi-Storefront capability, the team built a Canadian storefront with content-specific logic, custom Page Builder widgets, and Zonos Checkout for localized pricing and duties. A second storefront, built with a curated product subset that meets Google's advertising policies, opened a compliant paid search channel that simply had not existed before. Domain-based redirect logic brings customers back to the full catalog. Unified inventory runs underneath both storefronts.

If your platform is holding you back, it's worth a conversation. Let's connect.

Orders, Inventory, and Customers All in Sync

When a customer completes a purchase, three things need to happen correctly: the order needs to reach the right system, inventory needs to update, and the customer needs to hear from Rogers quickly and accurately. None of that should require someone manually making it happen.

A custom integration between BigCommerce and Rogers' NetSuite ERP keeps orders, product data, and inventory synchronized in real time. A custom Listrak transactional email integration, built on BigCommerce's Webhooks API, means every confirmation and shipping notification that goes out carries current, branded information. Customers hear from Rogers, not from a platform default.

What the Build Actually Unlocked

Rogers launched on BigCommerce with capabilities their previous platform had made impossible. The Canadian storefront was live. Local customers had a pickup option that worked cleanly through the existing checkout flow rather than as an afterthought. Hunting and ammunition products had a compliant path to Google advertising that had simply not existed before.

The catalog stayed in one place throughout all of it. One inventory source. One admin. Three new things the business could do that it could not do the week before launch.

The operational noise quieted too. Orders flowing into NetSuite without manual reconciliation, transactional emails going out with accurate information rather than platform defaults, a Fit Finder that handles the compatibility questions customers used to have to ask. The site started doing more of the work Rogers' team had been doing by hand.

That is the shift that is hardest to put a number on and easiest to feel when it is missing.

What's Next for Rogers Sporting Goods

Rogers is now operating in two markets from a single catalog, advertising in a category that had been closed off, and capturing customer data across every touchpoint in a way their previous platform never made possible. That data compounds over time. Every purchase, every pickup, every product search is information that gets sharper with scale, and Rogers now has the infrastructure to use it.

For a business built on knowing their customer better than anyone else, that is a significant advantage.