Hamilton’s Ecommerce Success Stories


The world of retail has changed.  Retail was once confined to a physical store, but now Hamilton-based retailers sell to customers all around New Zealand, and even the world, through the power of ecommerce.

Fifteen years ago, way back in 2006, was privileged to be in a small group a young entrepreneurs who were taken on a personalised tour of Torpedo7’s warehouse in Melville, by Co-founder Guy Howard-Willis He told us how Torpedo7 had begufrom his son and Co-Founder Luke’s passion for mountain biking. Launched in 2004, Torpedo7 had quickly experienced explosive growth 

Torpedo7 co-founder and co-chief executive Luke Howard-Willis

Standing in their large warehouse packed with bikes and bike accessories, and hearing their story of growth, it seemed amazing that people would buy bikes and accessories online, in such large numbers. It was one of the first very successful ecommerce stores in New Zealand. 

But it turned out that what felt like an enormous warehouse at that time was just the beginning. Guy told us that they were working on launching another idea which they thought might be even bigger than Torpedo7.  The next year they launched 1-day.co.nz, which expanded their target audience from biking and sporting enthusiasts to anyone with a credit card” as Guy put it The 24-hour daily deal concept put their growth on steroids.  

Every day at 11:51am the email announcing today’s crazy deals would arrive in hundreds of thousands of inboxes across the countryThe specials would go live at 12 noon and every day thousands of items would be sold. During their famous “bag of crap” sales they sometimes sold over 40,000 items within 24 hours. 

All of this from an ecommerce store, based in Melville.  

Sold for Millions to The Warehouse Group

In 2013 The Warehouse Group purchased a 51% stake in Torpedo7 for $33 million, and then went on to acquire full ownership. It was only after this acquisition that Torpedo7 moved into bricks-and-mortar stores. Prior to that time, they were exclusively an ecommerce store. 

Torpedo 7 in Taupo (C) The Warehouse

Ecommerce has the power to break down geographic barriers and help local stores reach customers around New Zealand, and even the world.   

While Topedo7 might be the pinnacle example of ecommerce success from Hamilton, there are many other ecommerce success stories to be told.  

Many Hamilton bricks-and-mortar retail stores have successful ecommerce sites.  Health2000, whose head office is in Hamilton, has 64 stores around New Zealand, and a thriving ecommerce store too.  Mobility Centre has stores around the North Island, as well as booming ecommerce store.  Evo Cycles has 26 stores around New Zealand and a very strong online store.  

Other Local Success Stories

EquipOutdoors in Frankton launched initially purely online, with a DIY website and a TradeMe accountNow, even with only one physical store, it is one of the large camping & outdoor equipment retailers in New Zealand, thanks to its ecommerce site 

Equip Outdoors
EquipOutdoors are famous for their member-only deals (c) EquipOutdoors

Other local ecommerce success stories include Eliot Jessep’s Costume World, which was acquired by an Australian supplierand his current business Game Kings which Eliot says did just shy of $200K in sales just in the period of Black Friday to Cyber Monday last year. Game Kings is partly owned by Alex Markwho also owns Sportsfuel, which has a thriving ecommerce site and a growing number of physical stores.  

Then there are the little companies you have never heard of that are taking on the world from Hamiltonsuch as Block Blue Light  a highly successful ecommerce store that sells their products in New Zealand, Australia and UK. And PressureBall – an innovative tennis product that sells to customers all around the world.  

Further Hamilton ecommerce success stories include Patney (the anti-snoring pillow)Greenlea Butcher, MotoX Parts, Powerhouse Fitness, BuggyBoard NZ, and many more.  

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Ecommerce Combined with the Right Marketing Creates Success

Ecommerce does an amazing job of removing barriers to business growth.  However, having an ecommerce store isn’t a guarantee of nationwide expansionOne local shop I spoke to has aecommerce store with over 1300 products available, but gets very few online sales.  

The key comes down to having the right online marketing to put your product in front of your ideal target market. “Build it and they will come” doesn’t work in ecommerce. Once you have an online store you need to use a combination of digital marketing methods to get hungry buyers to your site.  

Depending on your products and target market, your digital marketing could include Google Ads (search ads, shopping ads, display), SEO to get ranked highly in search engines, Facebook and Instagram ads, YouTube ads, organic social media, email campaigns and more.  

The power of ecommerce combined with the right digital marketing mix is immense. Especially with how measurable results are online. Which is exactly what we love here at Duoplus.  

With online campaigns we can measure exactly how much ecommerce revenue came from each campaign. We can measure Google Ads, shopping ads, social media ads, email campaigns – and know exactly what is driving the sales.  

If you have an ecommerce store, and would like help with getting more traffic and driving more sales through your site, talk to us today 

Let’s continue to create more amazing ecommerce success stories! 

Waikato-based ecommerce stores:  

Here’s a list of ecommerce stores that we know about, based in Hamilton or the Waikato.  


If you run an ecommerce store from here in the Waikato (the owners or head office is in Waikato), we’d love to include you on the list. Just send your website and contact details to us asking to be included:  info@duoplus.nz


Waikato Ecommerce Stores Alumni 

As mentioned above, some impressive ecommerce stores were previously grown by Waikato owners, but have now been acquired by new owners outside of Waikato. These include:



Want to know more about ecommerce in New Zealand?


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Josh Moore

Josh Moore leads the team at Duoplus – a Hamilton-based digital marketing agency that helps businesses generate more leads & sales through highly measurable online marketing.

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