E-Commerce Connect™ Builds Strong Momentum at Cultivate ’26
- Jul 21
- 3 min read
Cultivate’ 26 provided the perfect stage to introduce E-Commerce Connect™ to a broader audience of independent garden centers, growers, suppliers and other green-industry professionals.marked an important moment for E-Commerce Connect. What began as a solution for helping independent garden centers participate more effectively in the convenience economy is quickly developing into a growing network of retailers, suppliers and industry partners throughout North America.
During the session, “Clicks, Carts & Curbside: Competing in the Convenience Economy,” we explored how consumer expectations are changing and why independent garden centers must find practical ways to combine the strength of their in-store experience with the convenience of on-line shopping.
The session focused on how garden centers can expand beyond their physical locations, reach customers throughout the year and create additional revenue opportunities through e-commerce. We also demonstrated how E-Commerce Connect helps retailers offer a broader on-line product selection without carrying every item in their stores.
John Kennedy, Co-Founder of BoomerWrangle, led the session alongside an outstanding panel representing both the retailer and supplier sides of the drop-shipping program:
Allie Bast, Co-Owner of Bast Brothers Garden Center
Hannah Brookfield, Founder and Plant Nerd at BotaniGal, LLC
Kelly Kall, Marketing and Inventory Manager at Willoway Nurseries, Inc.
Matt Roberts, General Manager at Central Florida Ferns & Foliage
Each panelist brought a valuable perspective to the conversation. Together, they discussed the opportunities and realities of selling plants and garden products online, supporting independent retailers, managing fulfillment and meeting the growing demand for convenience. They also spotlighted the improvements made to boxing plants before shipping and shared the latest designs to ensure the plant arrives to the customer perfectly - undamaged and ready to enjoy or plant.
The message was clear: e-commerce does not have to replace the traditional garden center experience. When approached strategically, it can extend that experience beyond the store, strengthen customer relationships and create new revenue without requiring retailers to dramatically increase their inventory or operational workload.
An Overwhelming Response
The interest generated at Cultivate exceeded our expectations. Attendees connected with us throughout the event to learn how E-Commerce Connect works, what is required to participate and how the program could support their individual businesses. We also had meetings with additional plant brands, growers and suppliers who are considering joining the program. Brands that you carry in your stores who want to also support the IGCs in the new convenience economy of e-commerce. Names you recognize and brands you trust…stay tuned!
Since Cultivate, we have already welcomed 10 new retailers into the E-Commerce Connect program. We are also scheduling discovery calls with additional garden centers and suppliers over the next several weeks.
This response confirms what we have been hearing across the industry: independent garden centers recognize that customer shopping habits are changing, and they want an e-commerce solution designed around the realities of their businesses. E-Commerce Connect was created to help meet that need. The program connects independent retailers with participating suppliers and provides a practical way to add products to their existing Shopify or WooCommerce websites. Orders are placed through the retailer’s website, while participating suppliers fulfill and ship the products directly to the customer on behalf of the IGC.
The retailer maintains the customer relationship, controls the products offered through its website and continues building its own brand.
Moving Forward After Cultivate
Cultivate’ 26 marked an important moment for E-Commerce Connect. What began as a solution for helping independent garden centers participate more effectively in the convenience economy is quickly developing into a growing network of retailers, suppliers and industry partners throughout North America.
We are grateful to AmericanHort for the opportunity to share the program, to our panelists for bringing their experience and insights to the stage, and to everyone who attended the session or visited us during the event.
The momentum coming out of Cultivate is strong—and with 10 new retailers already joining the program and more discovery calls ahead, the next phase of E-Commerce Connect is officially underway...
