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Home > Projects > US Vintage Car Parts Retailer and Wholesaler

B2C2B Adobe Commerce (Magento) performance optimization for a US Vintage Car Parts Retailer and Wholesaler

Adobe Commerce (Magento) Cloud performance, search, and checkout optimisation

US Vintage Car Parts Retailer and Wholesaler

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

Client

US vintage & classic car parts retailer - NDA

Region

United States

Platform

Adobe Commerce (Magento) Commerce Cloud

Project Type

Performance optimisation & feature development

Industry

Automotive aftermarket

Business Model

B2C retail + B2B wholesale portal

Model

B2C + B2B Wholesale Portal

Timeframe

Long-Term Partnership. Project-based engagement

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:

Implementing vehicle compatibility search (Year / Make / Model)
Managing a large catalogue of specialised automotive parts
Introducing upsell opportunities without disrupting checkout flow
Improving platform performance for SEO competitiveness
Resolving accumulated technical debt affecting stability

Addressing these challenges required both custom Magento development and platform optimisation.

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

Best Fit For

This solution architecture is particularly relevant for organizations operating complex B2B ecommerce environments, including:

Automotive aftermarket retailers

Automotive parts distributors

E-commerce stores selling compatibility-dependent products

Businesses operating B2C + wholesale ecommerce models

Merchants needing performance optimisation on Adobe Commerce Cloud

Typical challenges solved in this project include:

  • Vehicle compatibility search implementation
  • Large catalogue navigation and discovery
  • Checkout upsell and cross-sell optimisation
  • PageSpeed improvements for SEO and conversions

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.

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