Published: November 17, 2021 | Updated: November 18, 2021

Explosive double-act as eCommerce agency & The Tank Museum scoop top national award

Awards host TV’s Jenny Powell with Nik Wyness, The Tank Museum; Dan Morris, JD Ecommerce, and Jamie Derrick, JD Ecommerce.
By Andrew Diprose, editor

An eCommerce agency which partnered with one of the county’s top tourist attractions for the rebuild of its online shop has seen off multi-billion-pound retailer Sainsbury’s to scoop a top national award.

Bournemouth-based JD Ecommerce joined forces with The Tank Museum, Bovington, for the rebuild which resulted in a 1483 per cent increase in sales during the height of the pandemic – helping to safeguard the museum’s future.

Now the Dorset ‘dream team’ has won the Covid Continuity Award at the UK eCommerce Awards 2021, beating the multi-billion-pound retailer Sainsbury’s in the process.

The retail giant had two campaigns entered in the same category.

The total redesign and rebuild of was completed in just five weeks ready for Black Friday and the 2020 Christmas period.

The results were immediate, with sales up by 329 per cent and conversions – site visits resulting in a sale – up by 53 per cent over the 2020 Black Friday weekend compared to 2019.

The transformation was pivotal in safeguarding the future of the museum, which had been closed for long periods during the pandemic, cutting off its main income stream.

The online store became the key channel to generate much-needed income and engage with the museum’s audience.

Trade at the online store, which sells everything from novelty tank slippers to museum merchandise, remained strong, with site visitors in January 2021 up 1303 per cent on the previous year.

There was an increase of 1483 per cent in revenue from January 1 to 21, 2021, compared to the same period last year.

Sales have continued to rise with 2021 looking to be another record-breaking year.

Jamie Derrick, Managing Director of JD Ecommerce, pictured left, said: “To come up against one of the biggest businesses in the UK in a national award and be judged to have created a more robust and effective response to the pandemic is phenomenal.

“But even more than that we’re proud to have made such a huge difference for our client and partner The Tank Museum, providing them with a website that not only supported the continuity of their income, but gave it a hefty boost.

“As a direct result of the rise in revenue they were able to secure the jobs of 20 staff, and actually create another four roles, all during a global pandemic.

“It is a real honour to have played such a big part in the sustainability of this important charitable organisation going forward.”

JD Ecommerce works with an eclectic range of brands from consumer electronics, to food and drink, to skincare, specialising in helping both established names and start-ups grow their online sales.

It works with major online platform Shopify and is the only certified Shopify Experts on the south coast.

Its redesign of, funded by a grant to the museum from the UK Government’s Culture Recovery Fund, created a clear and simple site, with an engaging feel, and intuitive user experience.

The new site has helped maximise sales, increasing both conversion rates and average order value using cross selling and upselling techniques, while bespoke ‘curated collection pages’ helped customers discover new products.

Nik Wyness, Head of Marketing and Engagement at The Tank Museum, said: “The new shop website transformed the shopping experience for our customers.

“Whilst all e-commerce sites saw a boost during the lockdowns of the last 18 months, the most telling indication of success is that our traffic and sales have continued to grow during 2021.

“Our Christmas campaign sales are currently up 32 per cent against last year and we will be working with JD Ecommerce through 2022 to continually optimise the customer experience and keep this vital new income stream growing.

“It’s not an overstatement to say that the results of this project has protected jobs at the Museum – and we’re very proud to be part of a partnership whose work has been recognised above some household names in these awards.”

The annual UK eCommerce Awards celebrate excellence across multiple online retail sectors, recognising innovation and technology, from website creativity to user experience.

The Tank Museum and partners JD Ecommerce were also finalists in the Sports, Leisure and Toys eCommerce Website of the Year category.

This is the third major win for, which was awarded Best Online Shop at the Cultural Enterprises Awards and Shop of the Year at the Museum and Heritage Awards.

It was also a finalist in the UK Digital Growth Awards.

Jamie said: “I’m so proud of all those involved in this site.

“Winning this award is a real testament to both the courage and innovation of the museum staff, as well as skills and know-how of my development team at JD Ecommerce.

“I hope it will be also be a profile boost for The Tank Museum and its ongoing fundraising efforts.”