Overview
A poorly performing 400K+ product website needed a marketplace-ready rebuild.
Extreme Wheels is a leading US distributor of branded wheels, tires, and a wide range of performance parts & accessories. They approached TBI to upgrade their poorly performing website with over 400K products.
TBI proposed a WooCommerce website that can act like their marketplace without getting affected by the bulk inventory.
B
Extreme Wheels
Fact Sheet
Company
Extreme Wheels
Industry
E-commerce
CMS / Platform
WordPress
Integrations
WooCommerce, Apple Pay, Custom Plugins
Database
MySQL
The Challenge
Multiple issues were holding growth back.
TBI’s Woo developers studied the existing WordPress website and discovered multiple issues hindering their growth.
01
Slow website loading speed
Pages took too long to load across a 400K+ product catalog, pushing shoppers away before they could browse.
02
Average sales — less than market expectations
Despite steady traffic, conversions lagged behind what the catalog size and demand could support.
03
Purposeless user browsing
Without guided search or filtering, shoppers struggled to find relevant products quickly
04
More than 400,000 products with unique variations
Managing inventory at this scale without a scalable structure made it hard to keep listings accurate and fast
Why This Approach
Six areas our thinktank narrowed the solution down to
TBI’s thinktank narrowed down the solutions to 6 main areas — each one integral in scaling things up.
01
Custom Database
Extreme Wheels’s MySQL database struggled to manage the huge inventory, comprising 400K+ products. It slowed down the website and affected the user experience, resulting in potential sales loss. TBI built a custom database system to accommodate the bulk volume data — delivering faster loading times, increased scalability, and improved search functionality.
02
Integrating Multiple APIs (10+)
TBI’s Woo developers meticulously built over 10 APIs tailored to exchange data between the website and the database — enabling seamless data flow, enhanced functionality such as adding product variations and managing user accounts, and improved scalability to handle more traffic.
03
Google Marketplace Integration
TBI integrated the website with Google Cloud Marketplace, allowing customers to discover, purchase, and manage the website directly within the Google Cloud Platform environment. To ensure a seamless user experience, TBI also integrated a user signup process within the front end, allowing users to establish their accounts within the system.
04
Customized Vehicle Search Feature
TBI’s Woo experts conceptualized a search feature for the banner section of the website, with fields for Vehicle Year, Make, Model, Type, and Options — helping users narrow down their shopping options and simplifying the browsing experience.
05
Add-On Product Feature
TBI took personalization a step further by creating an add-on option (tire) on the product page (wheel) and vice versa — reducing cart abandonment by letting shoppers complete purchases on the same page, keeping pricing transparent, and increasing average order value.
06
Information Architecture
TBI’s Woo experts extensively worked on streamlining the information architecture of the website. The team thoroughly studied the website and categorized products based on vehicle type, brand, and product category, making it easier for shoppers to find what they need. TBI’s in-house team created high-quality, informative content including product pages and technical documents (e.g. Wheel Torque Chart and Lug Nut Torque Chart), equipping shoppers with clear data for confident purchases.
The Solution
How TBI 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.
Built a Custom Database System
Replaced a struggling MySQL setup with a custom database system built for bulk volume data — faster loading, more scalability, better search.
Connected the Storefront Through 10+ APIs
Built 10+ APIs enabling seamless data flow between website and database, enhanced functionality, and room to scale with traffic.
Extended Reach With Google Marketplace
Integrated with Google Cloud Marketplace so customers can discover, purchase and manage within the Google Cloud Platform environment.
Made Vehicle Search the Starting Point
Built a Year / Make / Model / Type / Options search on the banner section, narrowing options and simplifying browsing.
Made Complementary Products Easy to Add
Added wheel/tire add-on options directly on the product page — reducing cart abandonment and increasing average order value.
Restructured Information Architecture
Recategorized the 400K+ product catalog and added rich technical content — like torque charts — to support confident purchasing.
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
Organic traffic, unique visitors, session duration, conversions
- Organic traffic improved over the six-month monitoring period.
- Average session duration improved, indicating stronger engagement.
- Unique visitors increased as the rebuilt storefront gained traction.
- Conversions improved, with sales rising 400% after launch.
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. Couldn’t have asked for a better team.
Billy Vaughn
Founder & CEO, Extreme Wheels
Frequently asked questions.
Their MySQL database struggled to manage a 400K+ product inventory, slowing the website and affecting user experience. A custom database system was built to handle bulk data with faster loading times, better scalability, and improved search.
They connect the website and database for seamless data flow — letting the team add new product variations, manage user accounts, and handle more traffic without overwhelming the system.
Shoppers can filter by Vehicle Year, Make, Model, Type, and Options directly from the banner section, narrowing down relevant products faster.
It lets shoppers add complementary items — like a tire on a wheel's product page, or vice versa — without leaving the page, reducing cart abandonment and increasing average order value.
Over a six-month monitoring period, sales rose by 400%, alongside improvements in organic traffic, unique visitors, average session duration, and conversions.
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