Broadfeet
A vehicle-first Shopify store for an automotive accessories manufacturer — where the right product depends entirely on the customer’s exact car.
The brief
Broadfeet Motorsport Equipment is a New York manufacturer and distributor of aftermarket automotive protective accessories — bumper guards, running boards, and related accessories — in business since 2004. The core challenge: a sprawling product catalog involving multiple component build where the correct product depends entirely on the customer’s exact vehicle, sold to both individual retail buyers and wholesale dealers.
I designed, led, and built the storefront on Shopify with a custom Liquid theme, organizing the catalog around how customers actually shop — by their vehicle — while supporting both retail and B2B dealer journeys from one system.
The systems
Year / Make / Model fitment finder
A guided finder that filters the catalog to parts guaranteed to fit the customer’s exact vehicle — removing the biggest source of wrong orders and returns.
Vehicle-first taxonomy
Structured 200+ vehicle collections and product categories so any product is reachable in two or three clicks.
B2B + B2C flows
Parallel paths: a retail checkout for individual buyers and a wholesale track with become-a-dealer and showroom funnels.
Content & social integration
Installation-service booking, YouTube install references, and social proof to support the buying decision.
The systems, shipped
The live storefront — each screen below is the system it names, running on broadfeet.com.
The result
A catalog of 200+ vehicle fitments that customers navigate by their own car, serving both retail shoppers and wholesale dealers from a single, maintainable store.
Behind the build
The people who designed, engineered, and shipped Broadfeet.