Rad Power Bikes scales channel growth and supply chain efficiency with Celigo

About Rad Power Bikes

Rad Power Bikes boasts a full lineup of affordable ebikes and accessories that are changing the way people and products ride for good. Founded in 2007, Rad’s team of passionate ebike enthusiasts creates products and service solutions that are purpose-built for everything, whether for commuting, adventuring, delivery, or hauling kids. The ebikes and accessories are all designed in-house at its Seattle headquarters. The company serves riders across the U.S. and Canada, and has nine RadRetail locations, and more than 1,200 retail and service partners across North America. Recognized by TIME, Fast Company, and Inc. as one of the most innovative and influential companies, Rad Power Bikes is on a mission to build a world where transportation is energy-efficient, enjoyable, and accessible to all.

Challenge

After years of rapid growth as a direct-to-consumer pioneer, Rad Power Bikes reached an inflection point. The company was making a move into retail. Partnerships with Best Buy and hundreds of independent bike shops were opening up new sales channels and opportunities, but also introducing major operational complexity.

For a lean IT team, keeping orders, inventory, and fulfillment flowing seamlessly across D2C, B2B, and retail channels was becoming harder by the day. Best Buy, for example, required a VAN EDI connection with multiple X12 documents, on a tight end-of-month deadline. Meanwhile, Rad still needed to keep its Shopify-to-NetSuite backbone running for both B2C and B2B stores, onboard new third-party logistics (3PL) distribution partners, and handle platform migrations like Shopify, GraphQL, and NetSuite SuiteScript 2.0.

Solution

Rad Power Bikes turned to Celigo to act as the integration backbone connecting Shopify B2C, Shopify B2B, NetSuite, 3PLs, and retail partners.

Celigo powers Rad’s entire order-to-cash cycle: Shopify orders flow into NetSuite, are routed automatically to the right 3PL, and shipment tracking is pushed back into Shopify for customers. Rad’s Shopify B2B store is managed the same way, complete with custom catalogs, pricing, and fulfillment logic for stocking dealers, service providers, and fleet buyers. This creates a consumer-like experience for Rad’s partners—easy ordering, real-time inventory visibility, and accurate fulfillment—while still meeting the complex requirements of wholesale distribution.

When big-box retail readiness became critical, Celigo’s B2B Manager for EDI helped Rad launch Best Buy integrations in about a month. Using Celigo’s prebuilt trading partner connectors, NetSuite EDI template and VAN connectivity, Rad automated purchase orders, acknowledgments, ASNs, invoices for wholesale transactions, and automated dropshipping.

Even with dozens of customizations—like multi-subsidiary payout reconciliation, conditional data mapping, and automated error handling—Celigo gave Rad the flexibility to build and maintain flows without adding headcount.

“We have dozens of custom fields and transformations in every flow,” says Vinay Shirish, a Solutions Architect at Rad Power Bikes. “With Celigo, I can build what we need, from multi-subsidiary payouts to auto-resolve error handling, without hitting roadblocks. That flexibility is critical.”

Results

By consolidating complex integrations into one platform and expanding into new retail channels, Rad Power Bikes is better positioned to reach more riders, strengthen dealer and customer relationships, and continue evolving its brand experience. 

As David Sinclair, Director of IT at Rad Power Bikes, explained, “Celigo helps us keep everything under one roof. Instead of juggling multiple tools and manual fixes, we have a single platform that automates the flows and gives us the visibility we need. That’s what makes it possible for a small team like ours to handle such a complex business.”

The Celigo platform provides a strong foundation for operational efficiency and future growth, delivering a wealth of business benefits to Rad Power Bikes. With Celigo, the company:

• Achieved rapid results by standing up a Shopify B2B store and completed a Best Buy EDI implementation, both in just 1.5 months through self-service implementation, while meeting an end-of-month go-live requirement.
  
• Improved buyer experience: Orders, inventory, and fulfillment now sync seamlessly across consumer, wholesale, and retail channels—delivering accurate stock levels, timely fulfillment, and real-time tracking updates to riders and dealer partners.
  
• Streamlined its tech stack: fewer systems, centralized monitoring, and reduced manual touchpoints, while staying agile enough to add new 3PLs, expand wholesale, and onboard big-box retailers.
• Continues to self-service manage dozens of flows without adding headcount, while also cutting costs by consolidating systems and reducing manual work.