Stillen: Automotive Aftermarket eCommerce Platform
TL;DR:
- Challenge: Build eCommerce platform for performance parts with complex vehicle fitment requirements
- Approach: Year/Make/Model configurator, dealer portal, and comprehensive catalog management
- Result: Platform reducing support burden and wrong-part returns
At a Glance
| Metric | Result |
|---|---|
| Client | Stillen |
| Industry | Automotive / Aftermarket Parts |
| Challenge | Build eCommerce with vehicle fitment search and B2B dealer support |
| Solution | Year/Make/Model configurator, dealer portal, performance parts catalog |
| Key Feature | Vehicle-centric product search and compatibility filtering |
The Challenge: Performance Parts Need Vehicle-Centric Search
Stillen manufactures high-performance aftermarket parts for sports cars and trucks. Superchargers, brake kits, exhaust systems, body components. Each product fits specific vehicles in specific model years.
The problem: customers shopping for performance parts know their car, not the part number. A customer with a 2015 Nissan 370Z looking for a brake upgrade doesn't want to browse 500 brake kits hoping to find one that fits. They need to select their vehicle and see only compatible options.
Add the B2B complexity: Stillen sells through a network of dealers who need wholesale pricing, bulk ordering, and different account management than retail customers.
The Solution: Vehicle-Centric eCommerce Platform
We built an eCommerce platform designed around how automotive customers actually shop.
Year/Make/Model Product Configurator
The core UX innovation: let customers select their vehicle first, then filter the entire catalog to compatible parts. Select "2015 Nissan 370Z" and only see brake kits, exhaust systems, and components verified to fit that specific vehicle.
This required:
- Comprehensive fitment database mapping products to vehicles
- Multi-step selection interface (Year > Make > Model > Trim)
- Real-time catalog filtering based on vehicle selection
- Clear compatibility indicators on product pages
Performance Parts Catalog
Full product catalog with the detail level performance enthusiasts expect:
- Detailed specifications and measurements
- High-resolution product photography
- Installation complexity indicators
- Related products and complete kit options
Dealer Portal
B2B functionality for Stillen's dealer network:
- Wholesale pricing tiers based on account level
- Bulk ordering capabilities
- Order history and reorder functionality
- Marketing materials and product assets
The Results
- Reduced support burden by answering "does this fit my car?" through self-service vehicle search
- Fewer returns from wrong-part orders since customers verify fitment before purchase
- B2B channel support enabling dealer network to order with appropriate pricing and terms
Key Takeaway
Automotive eCommerce requires vehicle-centric UX. Customers think in cars, not part numbers. A Year/Make/Model configurator translates how customers search into what products they need. The technology has to meet them where they are.
Frequently Asked Questions
What is a Year/Make/Model product configurator?
A Year/Make/Model configurator lets automotive customers find compatible parts by selecting their vehicle's year, make, and model. The system filters the catalog to show only parts that fit their specific vehicle, reducing wrong orders and returns. Advanced configurators also include trim level and engine options for vehicles with multiple configurations.
How do you build an automotive parts eCommerce site?
Building an automotive parts eCommerce site requires vehicle fitment data integration, Year/Make/Model search functionality, detailed product specifications, high-quality imagery, and often B2B features like dealer pricing tiers and wholesale ordering capabilities. The fitment database is critical—it maps every product to every compatible vehicle, enabling accurate search results.
What is a dealer portal for automotive aftermarket?
A dealer portal for automotive aftermarket provides authorized dealers with wholesale pricing, bulk ordering, inventory visibility, and marketing materials. Features typically include tiered pricing based on dealer level, order history with reorder functionality, and account management tools. Some portals also offer co-op marketing support and drop-ship capabilities.
How do performance parts companies sell online?
Performance parts companies sell online through eCommerce platforms with vehicle fitment databases, detailed product specifications, installation guides, and compatibility verification. Many also support both direct-to-consumer and B2B dealer channels with different pricing and ordering workflows. Rich product content—including dyno charts, installation videos, and customer reviews—helps convert enthusiast buyers.
Technologies Used
- eCommerce platform development
- Year/Make/Model configurator
- Vehicle fitment database
- Dealer portal with tiered pricing
- Product catalog management
- B2B ordering system
- High-resolution product imagery