How B2C Distribution built a faster, more flexible checkout with Ecommpay

For B2C Distribution, checkout performance is critical to growth. As a global online retailer of wetsuits, technical watersports equipment, equestrian products and lifestyle clothing, the business depends on smooth, reliable payment journeys across multiple ecommerce brands.

When the team decided to review its payments setup, it was not simply looking to switch providers. It wanted greater visibility, more flexibility and a partner that could work closely with a bespoke ecommerce environment. That is where Ecommpay came in.

The decision to move was a strategic one. B2C Distribution’s previous setup involved multiple parties in the payment chain, which limited visibility and made issue resolution slower.

“Working with an acquirer directly gave us more control and clearer accountability,” says Lyndon Davis, Finance Director at B2C Distribution. “We liked the ability to work closer to the source when improvements or fixes were needed.”

That closer relationship was a strong fit for a business with in-house developers and highly tailored systems. B2C Distribution wanted a provider that could offer flexibility, not a rigid, one-size-fits-all model.

“When I was speaking to Ecommpay, it felt more flexible,” says Lyndon. “If we needed something done differently, whether that was reporting or how something was handled operationally, there was a willingness to work with us.”

That flexibility extended beyond implementation. After go-live, Ecommpay adapted reporting to better suit B2C Distribution’s finance processes, creating a monthly format that worked for the team.

For B2C Distribution, payments strategy starts with the customer. Conversion and operational efficiency matter, but only if the experience feels smooth.

That is particularly important for a retailer where many purchases are made on mobile and driven by speed and convenience. Alongside a stable core checkout, B2C Distribution had a clear priority: express payment options such as Apple Pay and Google Pay.

Although express checkout was not available as a standard feature at launch, Ecommpay worked closely with the B2C Distribution team to develop a solution that now performs well across its sites.

Because B2C Distribution runs several bespoke ecommerce sites, implementation required close collaboration. The core checkout integration went smoothly, with most early challenges linked to the complexity of integrating payments into a highly customised setup.

Communication was key throughout.

“Sometimes a Slack message is worth a million emails,” says Lyndon. “It’s quick, it’s responsive, and we get an answer.”

That responsiveness helped both teams work through early issues, including open banking callback delays that affected some order flows. Once identified, the issue was resolved by reducing callback times from hours to seconds, helping align the payment journey with fulfilment and reduce customer confusion.

For Lyndon, what mattered most was not whether challenges appeared, but how they were handled.

“With the express checkout, it was delayed,” he says. “But at least it was communicated. You can’t just rush out live code to take payments if it’s not right.”

Today, B2C Distribution has a payments setup that is stable, flexible and built to evolve. Just as importantly, it has a partner relationship based on honesty, responsiveness and shared goals.

“A genuine working partnership,” Lyndon says. “Open dialogue, clear expectations, and a shared focus on improving the customer experience.”

Looking back, he is clear that the effort was worth it.

“I’m glad I pushed for it,” says Lyndon. “Now the pain points have gone away, and the value is clear.”

For other merchants reviewing their payments setup, his advice is straightforward: be clear on your priorities, involve operational teams early and focus on long-term fit.