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B2C2B Adobe Commerce (Magento) performance optimization for a US Vintage Car Parts Retailer and Wholesaler
Adobe Commerce (Magento) Cloud performance, search, and checkout optimisation
Project Summary
Elogic partnered with a US-based vintage car parts retailer to improve product discovery, checkout revenue opportunities, and platform performance on Adobe Commerce (Magento) Commerce Cloud.
The project introduced a custom Year / Make / Model (MMY) vehicle compatibility search system, an interactive checkout upsell flow, and targeted performance optimisation across the platform.
Key Outcomes
6×
faster part-finding time
38%
improvement in PageSpeed
22%
increase in organic traffic
About the Client
The client is a US-based e-commerce retailer specialising in vintage and classic car parts for collectors, restorers, and automotive enthusiasts.
The company serves two customer segments:
- B2C buyers — individual car owners and hobbyists
- B2B wholesale buyers — restoration workshops and parts resellers
Because automotive parts must match a specific vehicle, customers must be able to quickly determine compatibility between parts and their vehicle.
Without proper vehicle-based search functionality, customers struggle to find the correct parts in large automotive catalogues.
Project Complexity
Automotive e-commerce platforms have unique catalogue and UX requirements that go beyond traditional retail.
This project required solving several specialised problems simultaneously:
Business Challenge
The client approached Elogic with three major issues limiting platform growth.
01
Lack of vehicle compatibility search
Automotive buyers typically search for parts using Year / Make / Model (MMY) compatibility rather than category browsing. Without this functionality, customers had to manually browse product listings and confirm compatibility themselves, which slowed purchasing and increased friction.
02
Limited checkout upsell opportunities
The existing checkout flow lacked mechanisms for recommending related products or bundles during purchase.
As a result, the business missed opportunities for cross-selling complementary automotive components.
03
Platform performance and technical debt
Over time, the platform had accumulated technical debt, unresolved bugs, and inefficient frontend components. This negatively impacted:
- Google PageSpeed scores
- organic search visibility
- page load times
- customer experience
Solution
Year / Make / Model (MMY) Compatibility Search
Elogic developed a custom Adobe Commerce module enabling customers to search the catalogue using vehicle compatibility filters.
Customers can now filter products by:
- vehicle Year
- custom attribute architecture
- vehicle Model
The implementation included:
- catalogue compatibility mapping
- vehicle Make
- data import tools for vehicle-fitment data
- frontend filtering interface
This allows customers to identify compatible parts within seconds.
Checkout Upsell & Recommendation Flow
Elogic extended the checkout experience with an interactive recommendation and upsell module.
During the checkout process, the platform now:
- recommends compatible accessories
- suggests complementary parts and bundles
- surfaces additional products relevant to the customer’s vehicle
This creates a new revenue channel without interrupting the purchase flow.
Platform Performance & PageSpeed Optimisation
Elogic conducted a comprehensive performance audit and implemented improvements, including:
- frontend optimisation
- JavaScript performance improvements
- code refactoring
- bug resolution
- PageSpeed optimisation
These improvements reduced load times and improved the platform’s SEO performance.
Results & Business Impact
The improvements delivered measurable impact across customer experience, platform performance, and operational stability.
Faster product discovery
100%
coverage of vehicle compatibility search across the product catalogue
20 sec
customers can find compatible parts in under 20 seconds on average
Improved site performance
35–40%
reduction in page load times
38%
improvement in Google PageSpeed scores
New checkout revenue opportunities
+
checkout recommendation flow introduced
+
upsell opportunities integrated directly into the purchase journey
Platform stability improvements
40+
bugs resolved
+
legacy technical debt reduced
+
improved reliability and maintainability of the Magento codebase
New checkout revenue opportunities
~22%
growth in organic traffic within 4 months, supported by PageSpeed improvements
Planning a Similar Automotive E-Commerce Platform?
If your organisation operates in the automotive aftermarket and needs a Magento partner experienced with vehicle compatibility search, large catalogues, and performance optimisation, this project demonstrates how Elogic helps retailers improve product discovery, performance, and revenue opportunities on Adobe Commerce.