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Case Study: UroTuning — Custom Shopify Automotive Infrastructure Built for Scale

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Minion partnered with UroTuning to modernize their automotive Shopify experience, build vehicle-specific fitment logic, and accelerate product discovery across a massive catalog of European performance parts.


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UroTuning is one of the leading online retailers for European automotive performance parts, supporting a massive catalog of OEM and aftermarket products. Their shoppers rely on precise part fitment, fast search, and accurate filtering—because the wrong part isn’t just an inconvenience; it’s a lost weekend in the garage.
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UroTuning partnered with Minion to modernize their Shopify experience, improve catalog accuracy, and build tools that make shopping for car parts faster, smarter, and more intuitive. The result is a custom automotive commerce infrastructure built specifically for complex product data, vehicle fitment logic, and enthusiast-grade UX.

The Challenge

Automotive ecommerce is uniquely complex. Unlike traditional retail, customers aren’t simply browsing—they’re validating compatibility, cross-referencing OEM numbers, comparing diagrams, and filtering parts by their exact vehicle specifications.

  • A vehicle-specific fitment system to reduce returns and improve confidence
  • Faster, more accurate search and filtering for tens of thousands of SKUs
  • A personalized shopping experience tied to the shopper’s garage
  • Support for high-volume sales and product releases without compromising performance
  • A Shopify system capable of supporting deep automotive data

Our Solution

Minion engineered a set of custom Shopify tools and integrations that transformed UroTuning’s store into a purpose-built automotive marketplace.

Key Deliverables

My Garage Fitment System

  • Save multiple vehicles so shoppers can quickly return to active projects
  • Filter the entire catalog by fitment to surface only compatible parts
  • Display compatibility warnings to prevent incorrect purchases
  • Deliver confidence by showing only relevant products for each vehicle

The result: reduced search friction and dramatically increased conversion from returning customers.

Advanced Search & Product Discovery

  • Faster, more accurate search tuned to automotive terminology
  • Part number, OEM number, and cross-reference search for quick lookups
  • Deep metafield indexing for compatibility, specs, and product attributes
  • Predictive search to speed up part discovery

Filtered Automotive Navigation

  • Year / Make / Model filtering built around enthusiast workflows
  • Part type & sub-category controls for precision browsing
  • OEM vs aftermarket differentiation to match buyer intent
  • Price, availability, and performance tier filters optimized for automotive catalogs

Performance Enhancements

  • Optimized Liquid templates and caching to handle traffic spikes
  • Image delivery and CDN utilization tuned for speed
  • Custom scripts to reduce load times across collections
  • Collection filtering performance maintained under large catalog loads

The Results

  • Major improvement in product discovery speed for shoppers
  • Reduced customer confusion and returns thanks to accurate fitment
  • Higher conversions from returning users using My Garage
  • Faster site performance during high-traffic events
  • Cleaner workflows for catalog managers handling deep data

Why This Matters

Automotive ecommerce is one of the most data-heavy, performance-sensitive retail categories online. By building tailored tools around fitment, product discovery, catalog structure, and customer workflow, Minion delivered a Shopify experience engineered specifically for enthusiasts and technicians.

UroTuning now operates with a purpose-built Shopify infrastructure designed to handle the complexity of automotive commerce at scale.

With thousands of Shopify experts out there, finding the right fit for your store can be overwhelming. Your Shopify store deserves more than just an expert—it deserves a team that understands your industry’s complexity.

Purpose-built solutions matter most when data, performance, and precision are non-negotiable. Automotive ecommerce demands it, and Minion delivers it.

From vehicle fitment logic to predictive search and high-traffic readiness, we build Shopify experiences that match the rigor of technical catalogs. We handle the strategy, development, and ongoing support—so your team can focus on serving customers with confidence.

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