Success Stories
Starwest Botanicals Migrates to BigCommerce to Unify B2B & B2C Commerce
See how Zaelab helped Starwest retire their legacy platform, unify B2B and B2C commerce, and scale operations on a modern SaaS foundation.
Success Stories
See how Zaelab helped Starwest retire their legacy platform, unify B2B and B2C commerce, and scale operations on a modern SaaS foundation.
Company Size
Company
Founded in 1975, Starwest Botanicals began as a small herb shop in Sacramento, California, with a mission to make high-quality botanicals accessible while promoting a healthy lifestyle within their community. As demand grew, the company expanded into wholesale distribution, invested in herb milling, and began sourcing botanicals and spices from around the world.
Today, Starwest is one of the largest suppliers of organic botanicals, spices, teas, and 100% pure essential oils in the United States. Serving both B2C and B2B customers, the company offers an extensive, carefully curated catalog trusted by consumers, retailers, and manufacturers alike.
However, the digital commerce experience supporting this growth had not evolved at the same pace. Starwest was operating on a legacy Magento platform with separate websites for B2C and B2B, creating a fragmented customer journey and unnecessary operational complexity. Managing multiple storefronts increased overhead, limited flexibility, and made it difficult to scale efficiently.
To support continued growth, Starwest needed a modern, scalable commerce solution that could unify B2B and B2C experiences, reduce operational burden, and provide a foundation built for long-term scale.
Zaelab partnered with Starwest Botanicals and their ownership group, Incline Equity, to define and execute a clear migration strategy centered on BigCommerce. We selected this commerce platform for its SaaS reliability, flexibility, and ability to support both B2B and B2C commerce within a single storefront.
The engagement began with a robust discovery phase, aligning business requirements, operational workflows, and technical constraints. Zaelab then led the end-to-end execution, including UX design, platform implementation, custom development, and third-party coordination.
The new BigCommerce experience unified Starwest’s digital presence into one modern, easy-to-manage website, delivering improved usability for customers and reduced complexity for internal teams. A refreshed design system elevated the brand while improving navigation, product discovery, and overall shopping experience across desktop and mobile.
To support scale and reduce operational friction, Starwest required tighter system integrations that would eliminate manual processes, improve data accuracy, and remove the burden of ongoing platform maintenance. Reliable ERP connectivity was critical to ensuring consistent inventory visibility, pricing, and order flow across both B2B and B2C channels.
To support operational efficiency and future growth, Zaelab implemented and optimized several critical integrations, including:
These integrations ensured accurate data flow, reduced manual processes, and enabled Starwest to operate more efficiently across channels.
A unified, scalable commerce experience that simplified operations and positioned Starwest for long-term growth.
Starwest Botanicals now operates on a future-ready digital commerce platform that reflects the quality of its products and the scale of its operations. By unifying B2B and B2C commerce on BigCommerce and eliminating legacy platform constraints, the company is free to focus on growth, innovation, and customer experience, instead of infrastructure maintenance.
What was once a fragmented, costly system is now a streamlined, scalable foundation built to support Starwest’s mission for decades to come.
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