Bicycles Online

Bicycles Online is an Australian owned, online specialty retailer of road bikes, mountain bikes, parts, accessories, and clothing.

“By moving over our platform to Neto we have been able to seamlessly manage our order fulfilment and inventory management across two warehouses.”

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The story

From renting bicycles to selling bikes online

As operators of a small bicycle tour and rental business in Manly, Jonathon Allara and James van Rooyen, gained valuable exposure to the bicycle retail market. Seeing the fragmentation and inefficiency due to the layers of the distribution chain, they launched Bicycles Online in 2011 and started selling bikes online.  

Growing pains

As their business begun to grow, they were faced with a number business obstacles – including challenges with their existing ecommerce platform.

Needing to expand their operations to a second warehouse, they required an ecommerce solution that allowed them to accurately and effectively manage stock and fulfil orders across multiple warehouse locations.

Further to this, they needed a solution that would allow them to centralise order management across multiple sales channels including their main website, eBay, shopping comparison sites and other industry specific marketplaces.

Having already been established on another ecommerce platform, they also noticed that integrations with freight providers and Australia Post were very manual and clunky – that’s when they embarked their search on and stumbled across Neto.

“With Neto, all integrations that we need are built into the system and we also have the ability to build custom integrations with Neto to other marketplaces if need be.”

“The in-built shipping labelling and manifesting as well as the real-time shipping quotes and multi-carrier support have had a significant impact on our business. The time taken for us to fulfil orders has halved and we have also experienced significant cost savings with our freight charges by being able to have the option to choose the most cost effective freight option on an order by order basis.”

 

What was the end result?

With Neto, Bicycles Online were able to create and customise their ecommerce ecosystem. Using a combination of eBay, Xero, Australia Post and Zendesk, they were able to streamline their business processes and increase sales.

“By moving over our platform to Neto we have been able to seamlessly manage our order fulfilment and inventory management across two warehouses,” said Jonathan.

“Neto has provided us with a solution that centralises our sales channel management – we can sell bikes online, whether it is on our main website, eBay or other marketplaces. When we were operating on our previous ecommerce system, integration with eBay and other marketplaces was very difficult and required linking up with third-party systems to try and do so ­– which can be costly and sometimes unreliable.”

 

Meet the owners

As operators of a small bicycle tour and rental business in Manly, Bicycles Online founders Jonathon Allara and James van Rooyen, gained valuable exposure to the bicycle retail market.

Their involvement in the bicycle tour business gave them exposure to the bicycle retail market which, at the time, was very fragmented and inefficient due to the number of layers in the distribution chain.

Through in depth research, they discovered that there were only a handful of manufacturers with a presence in the Australian market.

From there, they established a relationship with one of the largest global bicycle manufacturers and secured exclusive distribution for their in house brand – Polygon.

“By cutting out the “middleman”, we have been able to pass on the savings to our customers and offer some of the best value bicycles in the market,” said Jonathan.

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