Miva Custom eCommerce Development

Data Manipulation, Design, Web Development, Customization, Data Transfer

Developing AMP, their in-house brand to rival the big guys on the scene, AOMC needed a new site to match.

The Client is well known and highly trusted in the moto-cross and riding community. Their site has focused mostly on KTM, Husqvarna, and GasGas brands for about twenty years. The team at AOMC has personal riding experience, so they have first-hand knowledge when it comes to quality, functionality, and design of the products they sell. They have always been an ideal source for OEM parts, accessories, and aftermarket parts, which allows them to offer a massive catalog of products; everything you need for your offroad vehicle. Now, developing AMP, their in-house brand to rival the big guys on the scene, AOMC needed a new site to match. 

The Problem

When approached us for a rebuild, we knew we would be looking at a big project. The catalog size alone would present its own unique set of challenges. Plus, we needed a design and features that could keep pace with the style and power of the products they sell. 

Catalog Size

At the beginning of the project, the client had a product catalog of over 220 000 products. And they weren’t planning on paring that down anytime soon. In fact, the goal was to increase that number into seven digits. The products would cover accessories and parts of watercraft, ATVs, UTVs, dirt bikes, street bikes, and more. We knew this would need special attention to keep the data shoppable for the customer, and manageable for the client. 


Needing a sure-fire way to separate and categorize the product data on the site would be an essential part of the build. The search wasn’t quite precise enough to narrow down the many thousands of products. While the site did use a product fitment tool, allowing the shopper to find parts and accessories based on their vehicle, it was antiquated both in terms of usability on the front end and manageability in the admin. 

Many of the parts sold on the site were accessed via an OEM (original equipment manufacturer) parts finder on the site. The process to find the products you wanted and get them into your cart to purchase was difficult to manage, overly complicated, and not very stylish to look at. 

Having fine-tuned search, facet, fitment, and OEM functionality on the site would be crucial to a successful build.

Site Performance 

With a product catalog that large, it’s no surprise that the site would struggle to keep up with customers who are used to high speeds (at least on their vehicles). We would need to reconfigure the site in a way that would offer the best loading and processing times for the shopper, without sacrificing the look and feel of the website. 

Addressing core web vitals like page load speed, content layout shifts, and time to first click would ensure the site feels fast and smooth. Additionally, we needed to get the framework up to date on accessibility standards, and device responsivity. All of this would help to keep their customer base growing, while also expanding further into B2B.

Now, developing AMP, their in-house brand to rival the big guys on the scene, AOMC needed a new site to match. 

The Solution

Our developers and project managers worked closely with our client to build and launch a new site that both looks impressive, and is a dream to use. 

Product Data & Catalog

The management of the product data was an ongoing struggle throughout the build. With such a huge product catalog (again, looking at around 1 million products), we were presented with roadblocks that weren’t expected. This resulted in a massive data overhaul.

In the process of looking so closely at the products, however, we were also able to streamline some of the existing custom field data, and implement some new custom fields. A custom inventory setup, for example, was required for the site, given the unique path the client takes to purchase and fulfill orders. The split system of availability gives the client a ton of flexibility when marking stock status for products. It also automated the inventory, which hadn’t been done previously on the old site!

AOMC inventory info popup

Our developers also found a way to account for regular tasks and feeds that run on a daily basis on all sites. Something like a Google Shopping feed, for instance, takes no time at all to generate on a site that has a few thousand products. With a product catalog of this magnitude, feeds, scheduled tasks, and backups, required a more technical touch. In the end, we were able to accomplish these without crashing the site, losing data, or timing out on the feeds and tasks. 

Generally, this is going to make managing data in the future much easier, especially when things like price updates roll around. 

Navigation & Shopability

Our developers worked with the client to move from the top down on site navigation, beginning with the main top navigation menu. While a couple members of our team are familiar with the motocross life, the client is certainly the expert. Together, we found a navigation plan that would make the most sense to the way AOMC shoppers would use the site. 

AOMC Global Navigation Menu

Categorized properly, with clear navigation, the 1+million products won’t be so daunting for shoppers to get through.

From there, we turned our attention to the existing fitment tool, otherwise known as a YMM (Year-Make-Model) parts finder. This feature allows shoppers to pick out their specific vehicle and view products only suitable for that machine, as well as any universal fit items. We decided to take it a step further and add on a Segment drop down. This allows shoppers to narrow down their selections by another tier, starting with the type of vehicle they are shopping for, whether meant for land or sea, has two wheels or four. 

This allows the client to break down those “universal fit” products to be more relevant to the shopper. A life vest would be universal for all watercraft vehicles, but wouldn’t apply to a dirt bike. 

AOMC Year Make Model configurator

To make the OEM product purchase smoother for the customer, we went all out with a custom landing page and smooth categorization by brand. 

OEM Parts Finder

The on-site setup of the OEM Parts Finder keeps the shopper on the site without moving them to a different interface. Contained within the screen, you can search for, view, add to cart, and purchase all from within This improves security and functionality for the shopper, and it also prevents you from losing clicks as the shopper is taken off-site.

OEM Multi-Add

The addition of a Recently Viewed Products slider, and code to the category/search result pages make for a smoother shopping experience for the customer which is essential with a catalog this big. Any effort to ensure the customer doesn’t drown in options is a welcome addition to a website, especially when those additions improve the general performance and usability of the site.

Site Performance & Usability

All of the additions mentioned above would have been essentially useless had the site still moved at a snail’s pace. Our developers corrected the site speed in a few different ways. Adding code to the product lists on the site stopped it from using unnecessary processing power trying to handle all those products at once. Waiting for the site to “read” all product listings and deliver the right ones to the shopper was slowing down the page load speed significantly. 

We were also able to time certain processes on the site so they wouldn’t interfere with high-traffic shopping times. By postponing some things like API calls and feed generations until the low-activity times on the site, the user experience has been much improved. Customers are rewarded with faster product load and clicks, while still getting up-to-date information as they shop. 

AOMC Core Web Vitals

By default, any build that is started on the latest Miva framework is going to have better responsivity and a smoother shopping journey for the customer. When we add in the standard Glendale optimizations to that framework, the customer also gets all the bells and whistles that our team knows makes for better browsing and purchasing. These are often things that the average shopper wouldn’t even notice, like correcting any layout shifting on page-load. You don’t notice that the fix is there, which is exactly how it should be. 

Addressing core web vitals in the framework and design is just one small part. We also make sure that the site is doing its best to reach accessibility standards, and has all the technical SEO must-haves. If we did nothing but our standard Glendale optimizations, the site would already be functioning faster and more smoothly than before.

The Result

The new is reminiscent of its users: speedy, rugged, and quality-focused. The textured tones and impressive action shots give the site an energy to match the products sold. The fitment feature allows the user to build their vehicle, store it in their account “garage”, and find all the parts and accessories that will fit their machine. A streamlined navigation makes shopping faster and easier, while also giving the opportunity to get new products in front of the customer. And all of this is done while also making the backend site maintenance more manageable and efficient for the AOMC team. If you’re looking for a taste of that agility and style for your own site, send us a message. 

30-Day Post Launch


Add To Cart


Purchase Conversion


Mobile Engagement