'It’s all about customer service for us but when we reviewed our old online operation, we realised it was falling short'

Launch date

Jan, 2019

Website of Year Award





Builders’ Merchant


South West 


Torquay, Paignton, Exeter, Totnes and Brixham


  • New generations of builder and DIY-er were wanting to engage online.
  • Potential loss of customers to other merchants and retailers.


  • Online invoices.
  • Quote builder.
  • Management of accounts online.
  • Real-time availability of stock.
  • Integration into Counteract back-office trading system.

The Company

Inter-Line is a family owned and run builders merchant that was formed in 1976 by Stan and Beryl Moreing. They have five branches across South Devon, Exeter and Torquay.

The problem

Inter-line recognised that the next generation was driving new online trading habits.  They saw the risk of trade going to other merchants and even retailers. 

Most website providers understand the digital side, whereas the eCommonSense team know the merchant side of the business inside out and offered a solution that reflected our business ethos and had all the additional levels of functionality

Neil Robinson, Finance Director

The Solution

The company launched a new website built on the eCommonSense platform in January 2019 with a fully integrated solution that would deliver one of the best service levels in the country. It also changed their whole business model, the culture and how it works with the back and front of house operation.

The Benefits

Inter-Line won the prestigious Website of the Year title at the 2019 Builders Merchant Awards with their best-in-class solution. They are also seeing significant increases in sales and are on target to hit £600,000 online which represents 5% of turnover. They also received a customer satisfaction rating of 4.6 (out of 5) on Trust Pilot.

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Book a free phone consultation

If, like most people, you want to increase your eCommerce revenue but are not sure of what the best way is to go, then book a free phone consultation with Andy Scothern. Not only is he the founder of eCommonSense, he is also the digital and product data expert for the BMBI, so you’ll be in good hands!

Andy Scothern

eCommonSense founder and MD