JB Equipment — Excavator Attachment Catalogue Storefront on Shopify
A Shopify storefront for a Hertfordshire manufacturer and distributor of excavator, telehandler and skid-steer attachments — buckets, grabs, tree shears, breakers, flails, augers and welfare units. The defining feature is a machine-weight-based navigation system: nearly every product family is browsable by excavator tonnage (1–2t through 26–35t), so a contractor filters by the machine they own rather than by product name. Around 40 collections sit under six top-level categories, with six currencies, a UK yard open for viewings, and phone, email and live chat sales support.
JB Equipment — Excavator Attachment Catalogue Storefront on Shopify
A Shopify storefront for a Hertfordshire manufacturer and distributor of excavator, telehandler and skid-steer attachments — buckets, grabs, tree shears, breakers, flails, augers and welfare units. The defining feature is a machine-weight-based navigation system: nearly every product family is browsable by excavator tonnage (1–2t through 26–35t), so a contractor filters by the machine they own rather than by product name. Around 40 collections sit under six top-level categories, with six currencies, a UK yard open for viewings, and phone, email and live chat sales support.
The brief
The challenge, and how we approached it
01
The challenge
Attachment buying starts with fitment, not product. A contractor with a 3-tonne digger cannot use a 12-tonne bucket, and a wrong-sized order on heavy plant is an expensive return. The catalogue runs to roughly 40 collections across six categories, each with its own tonnage bands — so the risk was a menu no one could navigate, on a purchase where the customer usually phones instead.
02
Our approach
Tonnage-first menu architecture: every category expands into weight bands linking straight to the correct product, so fitment is resolved in the navigation rather than on the product page. Deep-linked mega menus give one-click access to any of the ~40 collections. Sales support is surfaced constantly — a phone number in the header bar with stated hours, live chat, and an open invitation to inspect attachments at the Hertfordshire yard before buying. Six-currency support and a finance page extend it to European buyers and higher-value orders, with a pin-measurement guide reducing fitment errors before checkout.
What we built
Six capabilities shipped for Dana's Bakery
Each one solves a specific part of the brief above.
ZIP-gated shipping
Real-time validation prevents invalid ZIP purchases from entering cart
Drop architecture
Pre-staged inventory with countdown, sold-out gates, and waitlist
Gifting flow
Message cards, recipient addressing, scheduled delivery, gift wrap
Perishable inventory
Daily inventory sync with cold-chain capacity constraints
Drop-day performance
Theme architecture handles 20× traffic spikes without latency
Recurring orders
Holiday subscription flow for repeat gifters
How it ran
10 weeks build, in four stages
Every engagement runs the same four stages, so you always know what happens next and what you owe us at each one.
Stage 1
Audit and scope
We review the current theme, apps and analytics, then write a fixed-scope SOW with named deliverables and a date.
Stage 2
Design and build
Work happens in a dev store on a Git-backed workflow. You get a preview link from week one, not a reveal at the end.
Stage 3
QA and launch
Cross-browser and device QA, redirect map, analytics verification, then a launch window agreed with you rather than dropped on you.
Stage 4
Hypercare
Fourteen to sixty days of included post-launch support while real traffic finds the edge cases.
The outcome
Where Dana's Bakery landed
Conversion is up 2.1× after the PDP rebuild, AOV is up 34% year-over-year thanks to gifting upsells, and drop days are now smooth — zero downtime across 12 drops in the past year.
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★
★
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Every drop day was a stress event before. Now they're just a Tuesday. The team built us infrastructure we can actually grow on.
FounderJB Equipment
Tech stack
What this project runs on
The exact platform, services and integrations behind the build.
Commerce platform
Shopify Plus
Launchpad
Shopify Functions
Online Store 2.0
Engineering
Custom ZIP validator
Growth and operations
Klaviyo
ShipBob
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