Case Study

BigCommerce Utilization

Di Bruno Bros.

Di Bruno Bros. is a pioneering specialty food retailer and importer that began with a modest shop in the now iconic South Philadelphia Italian Market in 1939. Today, Di Bruno employs more than 350 proud team members and has evolved into a community-driven enterprise with five retail locations, catering, import and e-commerce divisions.

Industry: Retail | Location: Philadelphia, PA
web design

Case Study: Di Bruno Bros.

1. The Problem

DiBruno Bros offers products that make great gifts during the holiday season. However, each time a customer wanted to ship a gift to more than one person, they would need to place multiple orders on the website or place the order by calling customer service.

In 2017 BigCommerce launched a new theme framework called Stencil. In doing so they created new functionality that is available to all BigCommerce stores leveraging their Stencil framework, including a new multi-ship checkout feature.

2. Our Approach

OuterBox recreated the DiBruno Bros Blueprint theme utilizing the new Stencil Framework. Once the theme was updated, the OuterBox team was able to leverage the BigCommerce Multi-Ship checkout and create a better experience for DiBruno Bros.’ customers looking to purchase for more than one recipient.

In addition, OuterBox’s team made some custom modifications to the multi-ship checkout empowering the end user to not only select where the item would ship, but also when.

3. How We Did It

BigCommerce Stencil Framework
BigCommerce’s new framework, meant to create a faster and better experience for the front end of the site

BigCommerce Multiship
This is a checkout option for any BigCommerce Store using the Stencil Framework that allows a user to ship an order to multiple addresses.

4. Results

increase in conversion rate


Increase in conversion rate
average order value increase


Average order value increase
Revenue increase


Revenue increase

5. Analysis & Summary

After this project was completed, DiBruno Bros is now providing a better purchasing experience to their customers who want to be able to purchase multiple items and ship them to different addresses at different times. Having multi-ship work on the frontend has also reduced the volume of calls to customer service.

This theme migration has both empowered the end user and transformed how DiBruno Bros. can capture these highly valuable orders. DiBruno Bros. is now not only delivering incredible food and gifts, but also a great online gifting experience as well.

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6. Platform Support


Deliver differentiated commerce experiences with the industry’s most versatile solution for innovate commerce. BigCommerce is more than a technology platform — it’s backed by a team of eCommerce experts driven to see your business maximize success, from one stage of growth to the next, providing the strategy, support, and tools to get you there. The openness and power of the BigCommerce platform empower you to focus on optimizing your business for growth.

BigCommerce Replatforming

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