Case Study – Angling Direct

Angling Direct is the largest fishing tackle retailer in the UK. The founders started to acquire interests in a number of small fishing tackle shops in Norfolk in 1986. The first Angling Direct branded superstore was opened in 2003 in Norwich. With four divisions – mail order, online (3 international websites), insurance replacement, and a network of superstores – Angling Direct stocks over 40,000 items from leading manufacturers.





The three international websites of Angling Direct were previously hosted with a UK hosting provider. Scalability became a recurring issue as the business grew. They were also disappointed by the hosting provider’s customer support, experiencing slow response times to their tickets. Angling Direct needed a solution that provided scalability, timely support and allowed them to optimize their infrastructure cost.

#1 Challenge


Rescued from



Webscale has deployed Webscale Pro with Cloud Delivery for Angling Direct. The primary reasons cited for the purchase included predictive auto-scaling, 360-degree security suite, intelligent caching, daily cloud backup, and 24x7x365 support.

Webscale provides Angling Direct with:

  • Stable, secure, and scalable cloud delivery infrastructure without the overhead of designing, implementing and managing it.
  • Unlimited, real-time, and predictive auto-scaling, capable of forecasting traffic surges and scaling ahead of demand automatically, ensuring 100% uptime and fast page loads at all times.
  • Application-aware WAF that delivers robust protection against DDoS and application-specific cyber-attacks.
  • 24×7 proactive support by an award-winning team of certified cloud and ecommerce experts.
  • End-to-end, real-time visibility into their cloud delivery infrastructure, site traffic, and user experience.

“Webscale is an important strategic partner of ours and has supported our web growth in multiple territories over the past years. We are able to have open and honest communication with them and have found them helpful at numerous occasions to work on either improvements or issues with our architecture setup.”

Wouter Putman
Digital and Customer Director
Angling Direct 



Saved in Lost Sales

With predictive auto-scaling, Angling Direct no longer worries about potential lost revenue due to downtime.



Angling Direct benefits from cloud infrastructure that uses automation to scale and cater to large traffic spikes, ensuring faster response times and zero site outages.


Saved by Right-sizing

Webscale ensures Angling Direct’s cloud delivery infrastructure is always right-sized, so they never need to overpay for unused capacity. Elimination of cloud management and support overhead has also resulted in substantial savings.


Proactive Support

Webscale’s proactive support team offers Angling Direct peace of mind during issues, with unmatched cloud and ecommerce expertise.

More Case Studies

Reports smooth buying experience for their customers whatever the traffic and deep observability allowing to respond in real-time.
Read More

Ensures peak traffic movie release events are managed flawlessly thanks to timely support and auto-scaling technology from Webscale.
Read More

Enjoys limitless scalability, timely support round the clock and rational infrastructure cost whatever the growth in business.
Read More

Ensures 100% uptime with Webscale’s auto-scaling platform and renewed focus on the business with award-winning DevSecOps support.
Read More

Trusts Webscale for site speed and bullet-proof security for their B2B storefronts in the US and EU markets.
Read More

Reports significant improvement in website performance, and Core Web Vitals scores with the Webscale CloudEDGE CDN
Read More

Enjoys blazing-fast page speed, comprehensive security and rapid expert support like never before.
Read More

Benefits from total visibility into infrastructure and traffic offered by the Webscale Portal, and expert 24×7 DevSecOps support.
Read More

Relies on Webscale for predictive auto-scaling, secure hosting, superfast page performance and round the clock support.
Read More

Registers consistent growth in business thanks to Webscale’s highly defined DevOps workflows, Magento expertise and secure fully managed cloud delivery.
Read More

Enjoys substantial improvement in site speed and rapid support with deep visibility to identify and resolve issues on a timely basis.
Read More

Leverages Webscale’s support team of cloud and ecommerce experts to act as their extended DevOps team.
Read More

Went from opaque deployments and unexpected downtime to complete visibility and control over code release and high availability.
Read More

Achieves zero downtime Black Friday/Cyber Monday events two years in a row thanks to predictive auto-scaling by Webscale.
Read More

Benefits from cloud infrastructure that uses automation to scale and cater to large traffic spikes, ensuring availability.
Read More

Benefits from cloud infrastructure that uses automation to scale and cater to traffic spikes triggered by viral events, ensuring zero site outages.
Read More

Sustains 100% uptime, blazing fast performance, and hyper-growth with Webscale.
Read More

Achieved 100% uptime and blazing fast performance with Webscale.
Read More

Sees remarkable increase in engagement and conversion post go live with Webscale.
Read More

Went from a black box to the world’s most scalable hosting infrastructure.


Read More

Skated to site uptime, performance, and support wins with Webscale.
Read More

Request a Meeting

Schedule a 15-minute call with one of our
ecommerce specialists