CASE STUDY · KOOKS HEADERS
Performance parts built for B2B
Shopify Migration with PDM Automotive PIM fitment search and 38% lower TCO
Updated
The Problem
Kooks Headers & Exhaust, a leader in performance automotive manufacturing, has spent over 60 years crafting precision-built headers and exhaust systems that enhance vehicle speed and efficiency. As the brand evolved into a multi-channel manufacturer serving both retail enthusiasts and wholesale distributors, Kooks needed an ecommerce engine that could match its reputation for performance and precision.
Despite its industry expertise, Kooks’ legacy website was holding the company back. The platform lacked essential B2B capabilities, offered limited analytics, and provided no real-time inventory visibility or advanced product filtering, making it difficult for customers to find compatible parts.
No B2B backbone
The legacy platform lacked B2B capabilities, live inventory, and advanced filtering, so customers struggled to find compatible parts.
Manual operations
Wholesale orders were processed by hand, and disconnected systems caused delays, backorders, and lost opportunities.
Data silos
As product lines expanded, the absence of ERP integration and PIM synchronization created data silos and inefficiencies.
Before switching to Shopify, our old website held us back. We lacked analytics, marketing tools, and B2B capabilities, had no live inventory or search, and were stuck on a platform that was restrictive and hard to scale.
Georgia Kryssing, Sales and Marketing Director, Kooks
The Solution
Uncap implemented a unified Shopify B2B and D2C platform designed to perform like a well-tuned engine. The new solution centralized data, automated workflows, and delivered a single, high-performance experience for every customer segment.
Infor Visual ERP
Real-time inventory synchronization keeps stock and pricing accurate across every channel.
Fitment search
A PDM Automotive PIM powers vehicle-fitment search by year, make, model, and engine.
Wholesale portals
Secure B2B portals with custom pricing, account management, and streamlined reordering.
Reimagined UX
Optimized site speed, navigation, and conversion paths across desktop and mobile.
What was built
Shopify's case study on Kooks describes the build in more detail than this page. Here is what Uncap delivered, in the order a buyer meets it.
- One store for retail and wholesale: a unified B2C and B2B storefront on a single Shopify platform, on Shopify Plus, so enthusiasts and wholesale customers buy from the same store.
- Wholesale company portals: negotiated pricing, streamlined reordering and account management, which Shopify says are "all accessible through a 24/7 self-service interface."
- Infor Visual ERP integration: a custom integration between Shopify and Kooks' Infor Visual ERP for "real-time inventory visibility, automated order synchronization, and streamlined fulfillment processes."
- Fitment search: Kooks' vehicle fitment system, connected to the PDM Automotive PIM, so retail and B2B buyers filter the catalog by year, make, model and engine.
- A rebuilt storefront: a complete overhaul of the user experience for desktop and mobile, focused on site speed, navigation and conversion paths.
- Support after launch: Shopify reports that Kooks and Uncap continue to work together "through ongoing managed services and support," the work Uncap Growth covers.
The Results
Shopify has published its own account of this project: Shopify's case study on Kooks.
Best fit when this applies
This build fits manufacturers who sell the same parts to two kinds of buyer. It applies when:
- You sell direct to enthusiasts and to wholesale dealers, and want both on one Shopify store.
- Buyers have to confirm fitment by year, make, model and engine before they buy.
- Wholesale orders are still processed by hand, and dealers have no self-service account.
- The website and the ERP disagree on inventory, which shows up as backorders and cancellations.
- Your current site is a custom build that is restrictive and hard to scale.
If that sounds like your operation, see how Uncap approaches ecommerce for manufacturers.
The Stack
With Shopify and Uncap, Kooks built an ecommerce engine worthy of its high-performance heritage: faster, more efficient, and built to scale for the next generation of growth.
Denis was incredible, honest, and transparent with us when we voiced our needs and concerns.
Georgia Kryssing, Sales and Marketing Director, Kooks
Answers, before you ask.
What did Uncap build for Kooks?
A unified Shopify platform serving both B2B and D2C customers, replacing a restrictive legacy website that lacked B2B capabilities, analytics, live inventory, and search functionality.
What systems were integrated with the Kooks store?
Shopify was integrated with Kooks' Infor Visual ERP and PDM Automotive PIM, enabling real-time inventory synchronization and vehicle-fitment search by year, make, model, and engine.
What results did the replatforming deliver?
A 22% conversion rate uplift through faster performance and improved product discovery, and a 38% reduction in total cost of ownership by consolidating the tech stack and automating operations.
What did wholesale buyers gain?
Secure B2B portals with custom pricing, account management, self-service, and streamlined reordering, which reduced friction and support requests.
Across the platform
Performance Parts
Uncap builds performance parts wholesale and ecommerce on Shopify for manufacturers and distributors of headers, exhaust, intakes and tuning products who sell to warehouse distributors, jobbers, installers and enthusiasts from one catalog. Four things set this trade apart. Fitment runs to the engine, not just the year, make and model. Emissions legality belongs to the vehicle application, so one part can be legal on one truck and not on the next. Every account tier sees its own price while the public sees the advertised one. And a real share of orders ships from your dock straight to a dealer's customer.
Infor VISUAL
Infor sells VISUAL to order-driven manufacturers: industrial manufacturing, aerospace and defense, machinery and equipment, medical devices, high tech, automotive. If you build to order, VISUAL already holds the part master, the engineering master, the customer order, the shop floor and the financials. None of it is visible to the people buying from you.
Auto Parts and Aftermarket
A shop calls in an order for a starter. Your counter person knows the application, knows the account's jobber tier, knows there is a core coming back, and knows the customer has an open balance. All four of those facts have to be true on the screen before that order can move online. Most auto parts businesses have solved one or two of them and kept the phone for the rest.
