'The solution provided by eCommonSense is best-in-class for builders' merchants of all sizes, so the decision to go with them was an easy one' - Julian Milligan CEO

Launch date

June, 2020

Visitor increase





Builders’ Merchant




Bristol: Horfield, Lockleaze,  Fishponds, Bedminster, Yate, Kellaway Bathrooms

NorthSomerset: Nailsea

Gloucestershire: Stonehouse

Wiltshire: Marlborough, Swindon


Somerset: Wincanton, Bath, Bridgwater, Jennings Plumbing Supplies, Jennings Roofing Supplies


  • Pressure on staff through too many email and telephone enquiries.
  • Back-office trading system integration.
  • Complicated price book.


  • Product Information Management (PIM) tool.
  • Delivery scheduler.
  • Great user experience.

The Company

Independent builders’ merchant Kellaway has been trading for almost 40 years with 16 branches across the South-West. They are the largest, family-run merchant in their home city of Bristol.

The problem

Covid-19 led to an unprecedented increase in demand for services through phone calls and emails to branches during lockdown. A solution was needed to relieve the pressure on the teams to ensure that customer service levels would remain high. There was also the need to future-proof the business as new generations were driving new trading habits by wanting to buy online.

We have been trading for almost 40 years and throughout this period have strived to provide excellent service to our customers and this first stage of the website is a culmination of our own internal efforts in getting our ERP, price book and databases to the level we needed to make sure that our online experience was the same

CEO Julian Milligan

The Solution

The eCommerce website was built in just five weeks so that it would be ready during lockdown. It offered levels of functionality that enabled the merchant to get business from the retail customer as well as the existing trade accounts. The solution offered the full merchant service out of hours and from any location.

The Benefits

There was an immediate increase of 132% in new visitors which amounted to 20,000 more since 2019. Total traffic rose sharply by 592% by the end of July which was a year-on-year increase of more than 200 visits per day.

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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