Enhancing the customer experience while increasing AOV

Toolden is a rapidly growing independent power tool distributor. Their passionate team combines knowledge, innovation, experience and commitment to offer the highest level of service to customers.

They approached us after being told that the Kit Builder functionality they wanted was impossible to create within the technology constraints. We took that as a challenge…

What we did

  • Platform: Big Commerce
  • Service: Custom app development


  • "Digital Boutique delivered in a timely manner with improved user experience and excellent functionality."

    Eddie Grovu, Head of eCommerce & Digital – Toolden

How we did it

Toolden previously used a third-party system to power their Kit Builder. However, the integration with their ecommerce platform and back-office was clunky. Keeping all systems aligned meant manual updates, duplication of work and a high risk of error.

Frustrated, the team planned to recreate the Kit Builder natively in BigCommerce but were told that their desired functionality would not be possible in this platform. That’s when Toolden came to us.


Combine a complex, image-led interface with an ecommerce platform’s default loading processes and you can end up with a frustratingly slow experience. We engineered a solution that resulted in a lightning-fast experience with no compromise to the visual impact of the interface.

Designed around users

Toolden’s new Kit Builder puts businesses in control. They can assemble the tools they need at speed, adding as many products as they want to a single purchase. To give customers certainty, the designs show real-time basket contents and cost. Every visible product is in stock and can be shipped the next day.

Our designs are aligned with the audience’s mental model, allowing them to shop by their preferred brand and instantly compare options within each category – as if browsing the shelves of a physical store. Product names, pricing, images and stock availability are automatically synced between Kit Builder and main store, meaning more efficiency for Toolden's ecommerce team and more accuracy for customers.

“DB have been amazing to work with! We worked together on developing V2 of our Cordless Kit Builder, after struggling to find a viable solution. Cannot recommend Gary & his team enough!”

Eddie Grovu, Head of eCommerce & Digital – Toolden

Toolden's kit builder app on desktop

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Toolden's kit builder app on mobile
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