Overview
WebDesk Solution redesigned Braidan Motorsport’s legacy Shopify store on Shopify Plus and built a modular Online Store 2.0 storefront for both retail and wholesale buyers. The work addressed outdated design, inconsistent branding, manual content updates, and missing B2B functionality by adding structured theme components, selective wholesale pricing, and a product-page “Call for Quote” workflow connected to Zoho CRM.
Since 2006, Braidan Motorsport—a family-owned performance parts retailer in Markham, Ontario—has served the Greater Toronto Area with premium automotive accessories. Their legacy Shopify store, however, had grown dated as design trends evolved rapidly. With an outdated interface, inconsistent branding, and a lack of B2B functionality, the site no longer reflected their expertise or supported the growing wholesale segment. Faced with declining user engagement and mounting manual maintenance overhead, Brad and his team turned to WebDesk Solution to engineer a modern, lightweight Shopify Plus storefront that would satisfy both retail enthusiasts and sophisticated business buyers. This strategic partnership aimed to deliver a seamless, conversion-focused experience—melding high-performance design, advanced filtering, and bespoke wholesale workflows—while automating previously manual tasks to restore operational efficiency and brand prestige.
Approach
When Brad—the owner of Braidan Motorsport—reached out to WebDesk Solution, he had already purchased Shopify Plus but didn’t have the in-house expertise to set up a wholesale channel or craft a premium design. To kick things off, Daniel, our Senior eCommerce Architect, led an immersive discovery workshop. Through in-depth interviews and a comprehensive site audit, we mapped out key user journeys for both retail enthusiasts and wholesale buyers.
Our multidisciplinary team then devised a phased strategy. Design System: We created a pixel-perfect theme aligned to Braidan Motorsport’s brand guidelines—defining colors, typography, iconography, and component libraries to ensure every page felt cohesive and modern. Backend Engineering: Leveraging Shopify Plus’s Online Store 2.0, we built a robust, modular backend architecture that empowered the client to manage content, images, and promotions without developer intervention. The project also included structured Shopify content setup so the team could manage images, promotions, and page sections without developer intervention. B2B Integration: Finally, we integrated custom wholesale features—selective pricing logic and a “Call for Quote” workflow—via Shopify Functions and a private AWS Lambda-hosted app, delivering real-time price control and seamless quote requests.
We ran agile sprints to iterate on high-fidelity prototypes, validating navigation, advanced filters, and quote forms with user testing. On the technical front, Liquid theme components were optimized for lightning-fast page loads, while our Functions extension dynamically handled customer tags to hide or display pricing. This methodology—combining UX research, rapid prototyping, and API-driven development—ensured a scalable, future-proof Shopify Plus solution that balanced aesthetic elegance with enterprise-grade functionality.
What operational and wholesale limitations in Braidan Motorsport’s legacy Shopify store needed to be fixed?
Operational Inefficiencies & Brand Inconsistency
Prior to our intervention, Braidan Motorsport’s storefront relied heavily on manual processes: every product update—whether a new image, specification change, or promotional banner—required bespoke code changes or extensive editorial review. This labor-intensive workflow introduced frequent inconsistencies, leading to misaligned fonts, mismatched color usage, and uneven page layouts that degraded user trust. Furthermore, decentralized branding assets and fragmented navigation menus disrupted the customer journey, causing frustration and high bounce rates. The outdated UI failed to showcase high-resolution product imagery or reinforce the premium nature of performance automotive parts, undermining the brand’s perceived value. These operational and aesthetic shortcomings not only hampered conversion rates but also strained internal resources, as the client’s team spent hours each week firefighting manual updates instead of focusing on growth.
Complex B2B Requirements
As Braidan Motorsport’s reputation grew among commercial garages and performance shops, the need for a robust wholesale channel became pressing. However, Shopify’s out-of-the-box configuration lacked the flexibility to selectively hide or show pricing to specific customer segments. The client also required a “Call for Quote” feature embedded directly on product pages, enabling prospective B2B buyers to request customized pricing for bulk orders. Implementing this nuanced workflow demanded a flexible backend that could capture detailed inquiry data—such as quantity tiers, part specifications, and account references—and route it into the client’s CRM. Achieving these capabilities without compromising the retail experience or degrading site performance presented a significant technical hurdle, necessitating custom code, API orchestration, and careful UI/UX design to maintain clarity and usability.
How did WebDesk Solution redesign the Shopify Plus store and add wholesale pricing controls?
Unified Experience and Branding
To address inconsistencies and streamline content management, we established a comprehensive design system built on Shopify’s Online Store 2.0 architecture. We standardized color palettes, typography, button styles, and iconography into a global theme settings schema—ensuring every template inherited the same visual language. Modular Liquid sections and JSON templates replaced hard-coded layouts, empowering the client to add or rearrange content blocks via the Shopify Editor without developer intervention. We optimized image loading through responsive srcset attributes and integrated a CDN-backed asset pipeline to achieve sub-two-second page loads. By embedding clear CTAs, contextual microcopy, and trust badges throughout the site, we crafted a cohesive narrative that guided visitors seamlessly from product discovery to checkout, reinforcing Braidan Motorsport’s premium brand positioning and reducing bounce rates by design.
Wholesale Setup with “Call for Quote”
For the B2B channel, we developed a bespoke Shopify Functions extension coupled with a private custom app hosted on AWS Lambda to manage pricing visibility and quote requests in real time. Based on customer tags, the Shopify Functions logic dynamically hid price elements for tagged wholesale accounts, while retail visitors saw standard MSRP. The “Call for Quote” form—embedded as a React component in product pages—captured granular details (quantity, delivery date, account number) and, via a secure RESTful API, routed the data into the client’s Zoho CRM for immediate follow-up. WebDesk Solution also built the custom integration layer that routed quote-request data from the Shopify product page into Zoho CRM for follow-up. On the backend, our app—built with Node.js and Express.js—handled authentication, data validation, and triggered notification workflows. This architecture ensured sub-300ms response times for form submissions and maintained 99.9% uptime, enabling Braidan Motorsport to service wholesale clients with speed and precision, all within a unified Shopify Plus environment.
This project became complex because the storefront had to support standard retail pricing and wholesale quote-based buying in the same Shopify Plus environment, while also replacing code-heavy content updates with modular day-to-day store management.
What changed after the Shopify Plus redesign and B2B workflow launch?
Operational Efficiency
Reduced manual update time by 80% through modular theme components and structured CMS workflows.
Unified Navigation
Created consistent menus and page layouts, resulting in a 25% decrease in bounce rate.
Enhanced Conversion Paths
Introduced clear CTAs and conversion-driven UI, boosting overall conversion rate from 0.90% to 4.25% (372% growth).
Revenue Growth
Achieved $1,240,000 in sales—an 820% increase from $135,000 in the prior period.
Increased AOV
Average Order Value rose 35%, from $233 to $315, by highlighting premium bundles and volume discounts.
Technical Reliability
Maintained sub-300ms form response times and 99.9% uptime for critical pricing and quote workflows.
Modernized Brand & B2B Enablement
Modernized Brand Experience: Delivered a sleek, responsive Shopify Plus store aligned with current design trends, enhancing visual appeal and reinforcing brand authority. B2B Enablement: Seamlessly integrated selective pricing and a “Call for Quote” feature, supporting business buyers and expanding the wholesale segment. This project shows WebDesk Solution’s experience building Shopify Plus storefronts that combine branded retail UX with custom wholesale pricing and quote-request workflows.
Conclusion
Braidan Motorsport’s transformation exemplifies how strategic design, advanced Shopify Plus functionality, and API-driven customizations can elevate both retail and wholesale operations. By unifying the brand experience, automating content workflows, and engineering bespoke B2B features, WebDesk Solution empowered the client to reclaim operational bandwidth, exceed performance benchmarks, and capture new market opportunities. This high-stakes overhaul not only revitalized their digital storefront but also laid a scalable foundation for future growth—solidifying Braidan Motorsport’s position as a leading name in performance automotive eCommerce.
