Growth Story:

–  300% increase in new vendors onboarded to SurfStitch in just three months, with endless capability to add more

–  Addition of new product categories to complement existing SurfStitch categories, including Coastal Home, Outdoor, Activewear and Wellness using endless aisle capability

–  It was a priority to create a seamless cross-category customer experience while expanding the assortment

SurfStitch was established on strong e-commerce fundamentals and over the last 12 years has solidified itself as the leading destination for Coastal Lifestyle. To broaden the product catalogue and enable further scalability, the brand set out to extend its value proposition of offering the world’s best coastal lifestyle brands on one platform – which, simply put, meant increasing vendor count, product count and the number of categories on offer.  Marketplacer was thrilled to assist the SurfStitch team of inspired entrepreneurs to help them realise their growth ambitions and solidify SurfStitch as Australia’s number one Coastal Lifestyle platform.


As the go-to platform for all things coastal lifestyle, SurfStitch is the leading digital platform for providing the best curated collection of coastal lifestyle products across Australia and New Zealand. The huge product range is offered on a world class platform and is backed up with best in class customer service and super fast delivery. With ambitions for range expansion, SurfStitch investigated the opportunity to leverage their vendor inventory pools through enabling marketplace capabilities. It was important to maintain the high level of customer experience while having the ability to rapidly onboard new vendors and burst into new relevant categories and product lines.


To make it easier for SurfStitch to scale whilst maintaining the expected high level customer experience, SurfStitch wanted to expand the product offering in existing categories like swimwear while also entering new categories like Wellness without disrupting the shopping journey that their customers are familiar with. This included adding more products from existing partners as well as efficiently onboarding new vendor partners. The aim was to create a standardised vendor integration process, while creating a less manually-dependent workflow.

This required an integrated solution that stores, manages and coordinates inventory without a front-end delivery layer.


Launching mid-November 2020, Marketplacer developed a specialised API-led marketplace in just 40 days. Rather than feeding directly into the SurfStitch store front, this bespoke integration connects directly to their ERP platform, which then feeds the products into the Salesforce CommerceCloud platform in a seamless process.

This new marketplace functionality enables SurfStitch to rapidly onboard new vendors and dramatically increase their range available for their customers. It also removes the complex task of managing multiple third party integrations and allows the business to easily manage their product database while focusing on the overall customer experience.

SurfStitch success

Now selling over 500 brands including household names like Vans and Rip Curl, and with an almost 300% increase in new vendors in just a few months, SurfStitch’s new online marketplace technology has helped to rapidly scale the business into new product categories. With more changes underway, SurfStitch is aiming to extend their product catalog into Homewares, Outdoor, Activewear, Wellness and Workwear. This new marketplace technology has allowed them to further cement their position as Australia’s leading Coastal Lifestyle platform.

“We love SurfStitch’s philosophy of providing customers with those feel good, Saturday state of mind moments because that’s effectively what a sleek, user-friendly online marketplace gives you. To help businesses like SurfStitch, who have humble beginnings but big aspirations, to scale and transform their business using commerce solutions like dropshipping is why we do what we do.”

– Marketplacer CEO Jason Wyatt


“Our business has evolved over the past 12 years beyond the realms of the core surf community and into the cultures that surround it. Our digital retail model aims to set the benchmark in e-commerce and our partnership with Marketplacer has further enabled us to move towards this goal. We chose Marketplacer as its culture aligned so closely with our own – Australian born and bred, entrepreneurial by nature and with a strong digitally focused team who have the ability to problem solve and move quickly. We now have the ability to quickly integrate third party sellers and rapidly expand our assortment so we can deliver on our promise of being the ultimate Coastal Lifestyle destination.”

– Justin Hillberg, SurfStitch Managing Director

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