How Pace Athletic achieved a 16% conversion rate on Bidit enabled products

Overview

Since enabling Bidit on 22 June 2026, the Pace Athletic shoppers who made private offers have converted at 16%.

Over the three months to 21 September, those Bidit offers closed at an average of 6% above the price Pace was prepared to accept. This was instead of relying purely on a sale.

Three things changed when Pace added Bidit: where the price conversation happens, who controls the price floor, and what a hesitating shopper does instead of leaving. The conversion and margin results are what came out the other side once those three things settled into place.

Why Pace Athletic started using Bidit

Running is one of ecommerce’s most considered categories. A serious runner will research a carbon-plated race shoe for weeks, comparing stack heights, reading reviews, before committing to a purchase they intend to put several hundred kilometres through. The interest is expressed long before the order is placed.

Like most great businesses, Pace Athletic is excellent at attracting customers to their website, with brilliant campaigns, but also using tools like Google and Meta ads. However, they wanted to convert those customers better and win differently. In came Bidit, built for exactly that engaging customers at the point of highest intent.

Bidit sat on the product page for Pace. When a runner is looking at the exact shoe they want, reading the spec and scrolling the reviews, that is the point at which intent peaks and the path to checkout is shortest. Bidit puts a private ‘make an offer’ experience right there and lets the shopper say what they would be willing to pay. Pace stayed in control, with accepted pricing set in the background with Bidit.

For Pace, they engage their customer while they are still looking at the shoe. Not three days later, and not after the runner has bought the same model somewhere else.

The timing shows in the numbers. Shoppers who engaged with Bidit converted at 16% over the same period.

How Bidit works

The obvious objection to letting shoppers name a price is that it becomes a discount, and a public one at that.

Bidit is built so that it cannot. Pace configured a price floor on every enabled product, and the accept, counter and reject logic by Bidit runs against it automatically. Offers inside the acceptable range are accepted instantly. Offers below it trigger a smart counter-offer rather than a flat rejection. Nothing is published as a site-wide promotion, no code circulates, and no shopper is trained to wait for the next sale.

The Bidit modal is customisable to the specific merchants website. So Pace Athletic, could integrate it smoothly into the website, matching its brand and style.

Across the period, shoppers bought at an average of 6% above the price Pace was prepared to accept. Every Bidit sale cleared the floor with room to spare, which makes this a 6% increase in margin on those orders rather than a discount against them.

That control matters! Pace carries the brands runners are loyal to, in a market where, how a product is priced in public is closely watched. A private, one-to-one offer protects that positioning in a way a twenty-percent-off banner does not.

The personalisation of Bidit

A shopper lands on the Pace site on a Sunday evening and opens a race-day shoe listed at $280. She has been back to the page three times in a fortnight. She knows the shoe. She is not sure about the price.

Instead of closing the tab, she opens Bidit and offers $230. Bidit’s systems reads the offer, determines it sits below the acceptable range, and counters at $255 instantly, on the same page, with no email and no waiting.

She accepts. On the way through she adds a pair of socks and a set of gels. Checkout completes in the same Shopify session.

Pace never ran a sale. The shoe never appeared discounted to anybody else. And a shopper who was about to leave bought instead.

Pace had that conversation again and again between 22 June and 21 September 2026.

How Bidit helps shoppers spend more

The assumption about offer mechanics is that they cannibalise: that a shopper handed control of the price will name a low one and buy less.

Pace’s data says the opposite. The average Bidit order came in at 4% higher, against Pace’s AOV.

The effect is behavioural rather than commercial. A shopper who feels they have been listened to by their favourite brand, is more willing to add the socks, the gels, the second pair of shoes.

Pace is expanding Bidit across more of the catalogue and testing how private offers perform against the parts of a running range that are hardest to move on price alone: superseded model years, end-of-life colour ways, and the long tail of sizes every specialty retailer carries. But more importantly their A1, new stock. Because Bidit is not just for the pieces on Sale it is a tool for conversion, increasing margin and uplifting AOV, you can use it on any part of the customer journey, to engage with those customers, who don’t buy.

One of the big surprises about Bidit, that the Pace team loved, was the intricate data and incredible dashboards, that Bidit supplies, combining Pace Athletic Data and Bidit data in one space to give pricing analytics never seen before, which help to optimise pricing as well as understand Pace’s customer better.

For Pace, the takeaway is the one that matters to any retailer: the runners who were going to leave over price now have somewhere to go that is not a competitor’s site.