BIGCOMMERCE D2C LAUNCH
Chapstick: America’s Favorite Lip Care Brand
Personalized products. Custom fulfillment. A five-partner integration. See how IntuitSolutions built Chapstick's first direct-to-consumer site on BigCommerce — and made it all work together.
Their Story
Few brands are as instantly recognizable as Chapstick. Since pioneering the lip balm category in the late 1800s, the company has continued to innovate with new products, formulations, and skincare benefits — and remains one of the most recognized names in lip care today, helping millions of consumers keep their lips healthy and protected.
56%
2025 Revenue Growth
100%
Client Retention Rate
$27M
Annual Portal Revenue
"Dowty’s portal shows what's possible when B2B ecommerce is built around real customer workflows instead of one-size-fits-all functionality."
— Robert Morris, Senior Account Executive, IntuitSolutions
Summary
Project Overview
Specs
- Industry: Health & Beauty
- Platform: BigCommerce
Services
- Custom Ecommerce Design/Development
- Direct-to-Consumer Launch
- Ongoing Support & Site Optimization
Technical Enhancements
- Product Personalization Interface
- Custom Order Artwork Reorder/Resubmit
- Custom Product Recommendation Quiz (Lip Quiz)
- SAP ERP Integration
- Enterprise Fulfillment Automation
The Challenge
When Chapstick set out to launch its first direct-to-consumer ecommerce site, the project called for more than a standard storefront. It required building an entirely new front-end experience while connecting four separate systems — a product personalization platform, a custom fulfillment provider, a shipping carrier, and an ERP system — into one seamless experience.
Specific challenges included:
- Migrating from an informational CMS to BigCommerce
- Custom product personalization and artwork uploads
- Enterprise fulfillment integration
- Custom shipping workflows not available out of the box
- Developing functionality beyond native product option capabilities
The Solution
Working alongside Chapstick and its technology partners, our team designed and developed the front-end experience while building the custom backend infrastructure needed to connect BigCommerce with SAP, Spectrum, Hatteras, and DHL.
Highlights included:
- Content and product migration from the previous CMS
- Custom SAP ERP integration
- Custom DHL Warehouse Management System integration
- Spectrum product personalization integration
- Hatteras fulfillment integration
- Ongoing Site Support & Optimization
The Process
B2B Portal on BIgCommerce
Discovery & Design
A creative and collaborative process to produce a design tailored to fit their existing company branding.
Development
Best-in-class custom BigCommerce theme development, custom systems integrations, and third-party app integrations.
Launch & Support
A coordinated launch to complete the redesign process, followed up with post launch audits and ongoing support.
A Closer Look
BigCommerce Customizations & Enhancements
Some highlights of the unique solutions implemented for Chapstick.com.
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Custom Portal Messaging
Login alerts, pop-ups, and checkout notifications are configurable by company group to surface relevant messages at the right moment. This keeps customers informed without relying on email or phone follow-up.
Custom ERP Integration
During the company's transition from Syteline to Oracle ERP, IntuitSolutions refined the ERP integration to support the new environment while maintaining the custom workflows and reliable exchange of orders and customer data Dowty relies on.
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Terms & Conditions by Group
When appropriate, certain customer groups acknowledge catalog-specific terms — including lead time expectations — before completing an order. This sets clear expectations up front and reduces disputes over delivery timing.
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Checkout Customizations
Payment methods, approved carriers, shipping defaults, and locked billing fields are all configured at the company level. This removes friction from repeat orders and prevents costly address or shipping errors.
Launch
The Results
As IntuitSolutions continued developing and refining the Dowty Portal, the results followed: consistent, measurable growth sustained over multiple years.
- 56% revenue growth year-over-year
- 19% growth year-to-date, continuing that momentum
- Higher average order values, as customers shifted to bulk CSV ordering
- Strong customer retention, with minimal attrition outside of airlines that ceased operations
- $27M in annual portal revenue, making this Dowty's highest-volume sales channel
Looking for a B2B ecommerce partner who builds around how your business actually operates? Send us a message or call 866-901-4650 for a free consultation.