Family-owned, largest independent saltwater fishing retailer and dealer.

Key Points

Highly converting website driving increased sales and customer engagement

Headless approach, focused on flexibility, scalability, and optimisation

Positioned for sustained growth and success in competitive market


The Client

Founded in Ocean City, New Jersey back in 1997, TackleDirect is a business built by a family spanning three generations. The Gill Family were operating in a small marina and restaurant, when their son Patrick, now CEO, had the idea of creating an online catalogue that sold fishing equipment. Over 26 years later, TackleDirect has evolved into a leading independent high-end retailer, catering to both saltwater and freshwater anglers worldwide. The company’s commitment to excellence, an extensive catalog of over 80,000 products from more than 800 manufacturers shipping to over 200 countries internationally, and exceptional customer service propelled its growth to be a leader in their industry, garnering a loyal customer base and solidifying its position in the market.

The Challenge

Despite its success, TackleDirect encountered challenges with its existing ecommerce platform – a migration from Yahoo Stores to a Stencil BigCommerce site.  For various reasons, it failed to meet expectations in terms of functionality, performance, and scalability. The lack of documentation and architectural issues hindered innovation and hindered the delivery of a superior customer experience. Recognising the need for a fresh approach, TackleDirect turned to 5874, a technology partner known for its expertise in complex projects and innovative solutions.


Our Solution

Partnering with 5874, TackleDirect embarked on a comprehensive replatforming initiative, transitioning to a Headless architecture, with the site built in React, hosted on Vercel, with a Builder.io CMS.  This approach allowed for greater flexibility, scalability, and performance optimisation, while enabling seamless integration with third-party systems such as Searchspring and Feedonomics. The discovery process was meticulously executed, ensuring a deep understanding of TackleDirect’s business requirements and customer needs. By prioritising proactive planning over reactive problem-solving, the project team laid the foundation for a successful implementation.

Project Results

TackleDirect’s primary objective was to elevate its online presence and regain lost ground in conversion rates. Additionally, the company aimed to future-proof its platform, enabling seamless internationalisation, multi-currency support, and regional trading capabilities. With ambitious growth targets for the next decade, TackleDirect sought to leverage technology to drive efficiency, enhance customer engagement, and maintain its competitive edge in the market.


The project’s aim is to yield significant improvements in TackleDirect’s online presence, with a highly converting website driving increased sales and customer engagement and a high ADA compliance benchmark. By embracing Headless architecture, TackleDirect has overcome the limitations of traditional ecommerce platforms, achieving greater flexibility in design, functionality, and performance optimisation. 


The journey from a problematic migration to a Headless architecture serves as a testament to the power of innovation, collaboration, and strategic planning. By prioritising customer experience and investing in modern technology solutions, TackleDirect positioned itself for sustained growth and success in the dynamic ecommerce landscape. Looking ahead, TackleDirect remains committed to continuous improvement, leveraging data-driven insights and emerging technologies to drive innovation and maintain its leadership position in the market.


The entire project underscores the importance of adaptability, resilience, and forward-thinking in navigating the challenges of digital transformation. Through strategic partnerships, meticulous planning, and a relentless focus on customer satisfaction, TackleDirect has emerged stronger and more resilient, poised to capitalise on new opportunities and achieve its long-term objectives.


Let’s build something great together.

Visit TackleDirect’s new website here




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