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 towing hardware — in business since 2004. The core challenge: a sprawling catalog where the correct product depends entirely on the customer’s exact vehicle, sold to both individual retail buyers and wholesale dealers.
I designed 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
01Year / Make / Model fitment finder
A guided finder that filters the catalog down to parts guaranteed to fit the customer’s exact vehicle — removing the biggest source of wrong orders and returns.
02Vehicle-first taxonomy
Structured 200+ vehicle collections and product categories (front, rear, running boards, accessories) so any product is reachable in two or three clicks.
03B2B + B2C flows
Built parallel paths: a retail checkout for individual buyers and a wholesale track with become-a-dealer and showroom-display funnels.
04Content & social integration
Wired in installation-service booking, YouTube install references, and social proof to support the buying decision at the right moment.
Inside the build
A look at the finished work and the key systems in detail.
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.