Custom Truck Equipment
Own the machine.
A truck equipment dealer selling on marketplaces it didn’t control, and a headless storefront that put 16,023 parts, ten systems, and the customer relationship under one roof they own.
SERVICES:
eCommerce Strategy· UX/UI Design· Headless Development· Systems Integration
THE PROBLEM
Custom Truck Equipment, the parts arm of North American Truck and Trailer, sells serious equipment: snowplows, toolboxes, hydraulics, the parts that keep working trucks working. But its online business lived on other people’s land. Marketplaces took their cut and kept the customer relationship, while the aging storefront converted less than a tenth of a percent of its visitors. Product data was scattered across the dealership’s enterprise system, distributor feeds, and fitment catalogs, none of which talked to each other.
WHAT WE DID
We started by picking the foundation with them, because this decision was the business: we evaluated the e-commerce landscape and chose a headless, open-source platform we could own and bend to their operation, instead of renting a template that would fight it. Same philosophy as the project itself: own the machine.
Then we built the store and wired it into everything. And “everything” is the story: the enterprise system their dealership counters run, their distributor’s product data, the industry fitment catalog, their inventory and order management, the CRM, transactional email, payments, chat, social sign-in, and the marketplaces themselves, with Amazon and eBay demoted from landlord to sales channel. Live feeds reconcile it all into one catalog; orders flow back out to the systems their staff already live in. Enter your truck once (year, make, model, trim, even axle rating) and the catalog filters to what fits; the snowplow selector walks you from vehicle to the right plow.
THE OUTCOME
The storefront sells like the old one never did. Monthly orders run 18 times higher, conversion 12 times higher, and in its first snowplow season the new store sold nearly double in two months what the old one had sold in its last year and a half. Fourteen months in: more than 1,800 orders and nearly $900K in online sales, on a machine they own outright.
- products in one catalog
- 16,023
- systems in one storefront
- 10
- sales in the first year
- $750K
- the old site’s conversion rate
- 12x
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