Ad Lab is proud to announce its official status as a Preferred Partner with Epicor BisTrack, cementing its position as a leading Magento agency for builders’ merchants and the wider trade industry. 

This partnership formally recognises Ad Lab’s success in developing a proven, real-time integration between Magento and Epicor BisTrack—a connection that helps merchants automate operations, streamline data flow, and deliver better digital experiences for both trade and retail customers. 

Transforming How Builders’ Merchants Sell Online 

The builders’ merchant sector is evolving fast. Once reliant on in-person trade counters and phone orders, merchants are now embracing eCommerce to meet modern customer expectations. But the transition hasn’t always been smooth—complex pricing models, live stock management, and trade account systems make it difficult to replicate the in-branch experience online. 

For many merchants, the missing piece has been a reliable bridge between BisTrack, their ERP system, and Magento, their eCommerce platform. Without that connection, staff have been forced to manually update product data, pricing, and stock levels across multiple systems—causing inefficiency, delays, and errors. 

Ad Lab’s BisTrack–Magento integration eliminates those challenges. It keeps both systems in perfect sync, enabling merchants to manage their website and back office as one. Stock, pricing, and customer information are updated in real time, giving trade customers instant access to accurate product data and account information while reducing admin time for internal teams. 

A Proven, Reliable Integration 

Ad Lab’s integration is built specifically for the builders’ merchant and distributor sector, incorporating all the features needed for complex operations while maintaining simplicity for day-to-day management. 

Key features include: 

• Automated product imports – Products and attributes flow seamlessly from BisTrack into Magento without manual input. 

• Real-time stock and pricing sync – Inventory and price updates appear instantly on the website, ensuring accuracy. 

• Tiered and customer-specific pricing – Trade and retail customers see the correct pricing without manual adjustments. 

• Customer trade portals – Trade customers can log in to view orders, invoices, statements, and credit balances in real time. 

• Regional VAT and compliance handling – Automatic VAT switching ensures compliance across different regions and customer types. 

For merchants, this means fewer manual processes, fewer mistakes, and more time focused on sales and customer service. 

Performance, Design, and Data at Scale 

The integration isn’t just about data—it’s about performance. Ad Lab’s Builders Merchants Platform is engineered for speed, reliability, and scalability. 

By optimising API calls between Magento and BisTrack, Ad Lab has reduced data requests per product page from 16 to just 2—cutting page load times from 12 seconds to under 1 second. That kind of performance boost directly improves user experience, conversion rates, and Google search rankings. 

The platform also includes merchant-specific tools, such as: 

• Timber tally modules for complex product ordering. 

• Branch-based stock visibility and Click & Collect functionality with postcode logic. 

• Delivery date selectors integrated directly with BisTrack. 

• One-page checkout supporting Apple Pay and Google Pay. 

• Customisable delivery radius and pricing logic for regional flexibility. 

Every project is delivered with fully bespoke UX and UI design, ensuring no two merchants look alike. 

Success Stories 

Ad Lab’s expertise is already helping leading merchants transform their digital operations. 

Harlow Timber Group saw major performance improvements after Ad Lab optimised their Magento–BisTrack connection. The nightly import process that once took six hours now runs in under five minutes, thanks to Ad Lab’s incremental import system. API call efficiency also improved dramatically, eliminating server strain and enabling large-scale product growth without downtime. 

Another example is Ironmongery Experts, who partnered with Ad Lab to enhance online sales through a strategic combination of Google Ads, SEO, and a frictionless checkout experience. Their customers now benefit from real-time stock updates, faster site performance, and simplified trade account management – all powered by Magento and Epicor BisTrack. 

Beyond Integration: Driving Digital Growth 

Ad Lab doesn’t just build websites – it builds growth systems. 

Through its marketing and support division, Ad Lab helps merchants maximise visibility, traffic, and revenue through a full-service approach that includes: 

• Google Ads management, with over £250,000 in monthly ad spend under management. 

• SEO strategies, including technical optimisation, on-site content, and link-building campaigns. 

• Marketplace integrations, connecting merchants to Amazon, eBay, and DIY.com. 

• Email marketing and automation, designed to increase retention and re-engagement. 

• Proactive website maintenance and hosting, ensuring sites stay live, secure, and fully optimised. 

This combination of technology and marketing expertise enables merchants not just to launch an eCommerce site—but to grow it into a high-performing sales channel. 

Innovation Through AI 

Looking ahead, Ad Lab’s 2026 Innovation Roadmap highlights how AI will continue to shape the future of builders’ merchant eCommerce. 

Some of the developments already in progress include: 

• AI Product Data Enrichment – Automatically improving titles, descriptions, and attributes to boost SEO and user experience. 

• AI-Driven Search Experiences – Allowing customers to find products via text, voice, or image recognition. 

• AI Chatbots – Providing real-time assistance for product discovery, order tracking, and FAQs. 

• AI Timber Tally Modules – Enabling merchants to calculate project requirements and reduce waste. 

By leveraging the OpenAI API, Ad Lab is building intelligent tools that help merchants sell smarter, not harder—streamlining operations while improving customer experience. 

Why This Partnership Matters 

The builders’ merchant industry has been slower than most sectors to adopt digital transformation. The complexity of ERP systems like BisTrack, combined with historically unreliable integrations, has often held merchants back. 

Ad Lab’s partnership with Epicor BisTrack changes that. It provides a dependable, proven integration that connects two of the most trusted systems in the trade sector. This enables merchants to: 

• Operate with real-time accuracy across every channel. 

• Reduce manual data entry and operational costs. 

• Deliver a better, faster, and more transparent online experience. 

• Confidently scale their eCommerce operations. 

As trade customers increasingly expect online ordering, account access, and live stock visibility, the ability to connect ERP and eCommerce systems isn’t just an advantage—it’s essential. 

Moving Forward 

Becoming a Preferred Partner with Epicor BisTrack marks a significant milestone in Ad Lab’s journey to become the UK’s leading eCommerce agency for builders’ merchants. 

With certified Magento developers, in-house UX designers, project managers, and marketing experts, Ad Lab delivers end-to-end digital transformation—from discovery and design to development, launch, and growth. 

“Our goal has always been to help merchants build scalable, efficient, and customer-focused eCommerce operations,” says David Newman, Founder of Ad Lab. “This partnership with Epicor BisTrack takes that commitment to the next level—empowering merchants to sell more online while running leaner, smarter businesses.” 

If your business uses BisTrack or you’re planning to upgrade your eCommerce platform, Ad Lab can help you connect everything into one streamlined system that drives growth, efficiency, and customer satisfaction. 

Talk to our team about the Magento–BisTrack integration →