Overview
A large automotive catalog needed a faster, clearer way to sell.
Extreme Wheels is a leading US distributor of branded wheels, tires, performance parts and accessories. Its existing WordPress website had more than 400,000 products but was underperforming.
The Brihaspati Infotech proposed a WooCommerce website designed to operate like a marketplace, allowing customers to explore a large and diverse product inventory without letting the bulk selection compromise the overall shopping experience.
B
Extreme Wheels
Fact Sheet
Company
Extreme Wheels
Company
Automotive E-commerce
Platform
WordPress + WooCommerce
Integrations
Apple Pay, custom plugins, 10+ APIs
Database
MySQL + custom database system
The Challenge
The key challenge was to modernize a 400K+ product storefront
As Extreme Wheels expanded its online catalog, the business needed to evolve its eCommerce experience without sacrificing speed, product discovery or sales performance.
01
Increase storefront speed without compromising catalog scale.
02
Improve sales performance with a clearer, more efficient buying journey.
03
Guide shoppers to relevant wheels, tires and accessories faster.
04
Support 400K+ products and variations without overwhelming the database.
Why This Approach
Where the storefront needed to change and how we structured the rebuild
A 400K+ product catalog, slow performance and unfocused browsing could not be solved with isolated front-end changes. The rebuild needed a purpose-built approach across data, discovery, integrations and product experience.
01
Building a Database That Could Handle 400K+ Products
The existing setup struggled under the weight of a large catalog and complex variations. We introduced a custom database structure designed to serve product data faster while giving the storefront room to scale.
02
Connecting 10+ APIs Without Slowing the Storefront
Product, user and operational data needed to move reliably between the website and database. The integration layer was structured so data could flow cleanly while supporting future functionality and traffic growth.
03
Extending the Commerce Experience Into Google Marketplace
The platform also needed to support discovery and account flows beyond the core storefront. Google Marketplace integration expanded that ecosystem while keeping the experience connected to the broader commerce setup.
04
Turning Vehicle Fitment Into the Starting Point for Search
Browsing hundreds of thousands of products was not practical. A vehicle-first search experience narrowed choices by year, make, model, type and options so shoppers could reach relevant products faster.
05
Making Complementary Products Easier to Add
Wheels and tires are often purchased together, yet separate browsing adds friction. Product add-ons brought related purchases into the same decision flow with clear pricing and a more direct path to cart.
06
Reorganizing Product Information Around How People Shop
A catalog this large needed more than categories alone. The information architecture was reworked around clearer product grouping, richer product detail and technical content that could support confident buying decisions.
The Solution
How we rebuilt the storefront around speed, search and scale
Six connected improvements reshaped how product data is managed, how shoppers find compatible products and how the storefront supports a 400K+ catalog without sacrificing performance.
Structured the Product Architecture
Reorganized 400,000+ products into clear categories, richer product pages and technical resources for faster access to key information.
Built a Database for High-Volume Catalog Data
Replaced the struggling MySQL setup with a custom database system built to handle bulk inventory, improve search performance and support future growth.
Connected the Storefront Through 10+ APIs
Built 10+ APIs to connect the website and database, creating a reliable flow for products, variations, accounts and other storefront operations.
Made Complementary Products Easier to Buy
Brought wheel and tire add-ons into the product journey, making related purchases easier to discover while keeping pricing clear and checkout friction low.
Created Vehicle-First Product Discovery
Built a customized Year, Make, Model, Type and Options search to narrow the catalog by vehicle compatibility and help shoppers find relevant products faster.
Extended the Storefront With Marketplace Integration
Added Google marketplace integration and a front-end signup flow to create a more connected user and buying experience.
Solution concept
A unified view of catalog operations, performance and order flow.
The results
400%
Sales growth reported after the website makeover
6 mos
Monitoring period used to evaluate post-launch performance
4 areas
Core performance signals showed notable improvement
- Organic traffic improved during the six-month monitoring period.
- Average session duration improved, indicating stronger on-site engagement.
- Sales rose by 400% according to the client’s reported post-launch results.
- Unique visitors increased as the rebuilt storefront gained traction.
- Conversions improved after the WooCommerce rebuild and UX changes.
What the client said
TBI has done amazing work on the website. Everything was planned and implemented with perfection. They are highly responsive and always open to answering questions. Couldnt have asked for a better team.
Billy Vaughn
Founder & CEO · Extreme Wheels
Frequently asked questions.
It tries to match the needs of the customer with its data about the companies. The ones which are explicit about their services, locations, capabilities and policies offer more matching data. There isn’t a particular ranking criterion used.
No. They are interrelated but distinct. Many companies rank page-one and are never recommended by AI.
It is the process of making your business' information clear enough for the AI search engine to represent it accurately. It includes content clarity, structuring of the data, consistency between the sources and third-party verification.
It gives the feeling of a brand but doesn’t give any verifiable information. The services, capabilities, locations and policies are used for matching requests from customers.
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