How B&W Trailer Hitches Streamlined Sales By Migrating to Shopify

B&W Trailer Hitches faced growing complexity across both technology and user experience.

Their legacy Drupal site required significant maintenance, limited merchandising agility, and made it difficult to scale structured product data such as year/make/model compatibility.

Also, their earlier Shopify integration relied on Buy Buttons and password‑protected storefront access, which created friction in checkout flows and abandoned cart recovery.

Beyond checkout, they needed a store to support a robust dealer ecosystem, improve product discovery tools, modernize content marketing, and prepare their site for evolving SEO and AI/LLM discovery standards.

The challenge? To migrate completely and quickly, without a full redesign or prolonged downtime.

Our team went right to work, architecting a Shopify Plus migration designed for speed, scalability, and long‑term flexibility.

The engagement began with discovery and information architecture, mapping Drupal’s content and data structures to Shopify’s metafields & metaobjects. This is done to support advanced product attributes, year/make/model logic, and dealer data.

We carefully preserved B&W Trailer Hitches’ existing visual language while resolving critical UX gaps.

Next, our team replaced Buy Button carts with a native Shopify cart + checkout, added support for line‑item properties, financing options, cross‑sells, and Plus‑grade tax integrations, and ensured checkout extensibility.

Finally, dealer functionality was modernized through structured Dealer Resources, MVP program workflows, dealer verification, and an enhanced dealer locator powered by daily data ingest. Product discovery was strengthened with scalable Y/M/M tooling built on Shopify metaobjects, enabling performant filtering and matching.