MVM
Custom Wheel Outlet
Migration from Big Commerce to Shopify with Custom Search & Fitment Integration
Objective
Drive Growth Through a Strategic Shopify Migration

Symmetry Commerce partnered with Custom Wheel Outlet, a Minnesota based retailer of automotive wheels and tires, for their strategic migration from BigCommerce to Shopify. A primary goal of the project was to shift more traffic and conversions to CWO’s website, reducing reliance on third-party marketplaces like eBay. Equally important was the need to implement a highly tailored Year/Make/Model search and fitment functionality, ensuring customers could easily find products compatible with their specific vehicles, which was an essential feature for improving both user confidence and conversion rates. On the operational side, the migration modernized backend functionality, including integration with Rithum (formerly Channel Advisor) as their product and inventory management system, enabling more streamlined data management and giving the CWO team greater control over discounting, promotions, and day-to-day sales processes.

Impacts
60,000 Products Migrated
1000 Customers Migrated
5000 Orders Migrated
Transformation
Faster Shopping, Smarter Fitment, and Streamlined Operations
The new storefront delivers a faster, more intuitive shopping experience that drives customers to engage directly with the CWO brand. A custom Year/Make/Model search and fitment system, powered by Convermax, enables users to quickly find products compatible with their vehicles, improving confidence and increasing conversion rates. Backend improvements have streamlined data management and given the team greater control over discounts and sales, making day-to-day operations more efficient and responsive. Overall, the project has established a modern, scalable platform that supports growth, strengthens customer relationships, and improves operational effectiveness.
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Challenges
Limited User Experience

The storefront lacked flexibility to deliver a streamlined, intuitive shopping journey, making product discovery more difficult for customers and leading to a reliance on third-party channels like eBay for sales.

Fitment Constraints

Native limitations made it challenging to support accurate Year/Make/Model search and vehicle-specific product matching.

Inefficient Operations

Product management, discounting, and general back end work required excessive manual effort and lacked agility.

Results
Enhanced User Experience A faster, more intuitive storefront makes it easier for customers to find and purchase the right products, and shifts traffic back to the CWO site.
Advanced Fitment Functionality A custom Year/Make/Model search delivers precise product matching, improving confidence and conversion rates.
A Scalable Foundation A robust Shopify foundation supports ongoing growth making it easy to expand features, operations, and sales channels without added complexity.