Case Study: Big Bus Tours achieves 70% mobile revenue growth and 50% higher mobile conversion with Adobe (Magento Commerce)

Magento Commerce gets Big Bus Tours to their destination

Big Bus Tours, the world’s largest open‑top sightseeing operator (founded 1971, operating in 19 cities), faced a legacy .NET platform that blocked growth. The company needed to centralize global e-commerce into a single omnichannel experience, support B2C and B2B across multiple currencies and languages, expand into attractions, and deliver a fast, mobile‑first, content‑rich site for international travelers.

Working with Born Group, Big Bus Tours rebuilt its storefront on Magento Commerce with a fully responsive Commerce Cloud template, minimal extensions, and Intilery for personalization and A/B testing. The eight‑month project launched in December 2016 and delivered dramatic results: +70% mobile revenue, +24% mobile traffic, +50% mobile conversion, +20% year‑over‑year SEO gain, a rise in daily revenue (from ~£40k to ~£100k), faster rollouts of new markets, and a future‑proof platform for further growth.

Big Bus Tours

Andy Furlong

Executive VP of Marketing and eCommerce