Radial Tires

A complete digital transformation for a tire business, connecting suppliers, ecommerce, dropshipping, tax, shipping, returns and operations into one scalable platform in US.

Client

Radial Tire Company

Industry

Tyre & Automotive

Deliverables

6 workstreams

Engagement

Design · Build · Support

01 / Overview

Transforming a Tire Business into a Scalable Ecommerce Operation

The project

The business already had the products, supplier relationships and industry knowledge needed to serve customers across the United States. What was missing was the digital infrastructure to bring all of it together.

The existing website was built primarily as an online storefront. It was outdated in both design and content, did not support ecommerce, had no direct supplier integrations and offered limited product visibility through search engines.

Behind the website, many parts of the business still depended on manual processes. Orders, payments, shipping, tax and compliance required separate steps, making it difficult to scale the operation without adding more manual work.

We redesigned the digital landscape around the way the business actually operates.

The result was a connected ecommerce platform that allows customers to find the right tires, purchase them online and have them delivered anywhere in the United States, while the business can manage products, suppliers, orders, pricing, tax and fulfillment from one system.

Our role

ByteShifted handled the project from analysis and architecture through design, development, integrations and operational systems.

Rather than treating the website as an isolated project, we looked at the complete journey behind an online tire purchase.

A customer needs to find the right product. The business needs accurate product information and availability. The order needs to reach the right supplier. Tax and environmental fees need to be calculated correctly. Payment and shipping need to be handled. Returns need to reach the correct supplier. The internal team needs visibility over the entire process.

02 / The Challenge

The website was holding back the ecommerce opportunity

The business had an established operation, but its website could not support the way modern customers expect to buy products.

No ecommerce functionality, customers could not complete purchases directly through the website.
Limited product catalogue because there were no supplier integrations.
Outdated design made it harder for customers to discover and understand what was available.
Dropshipping could not be handled efficiently without connected supplier systems.
Order processing, shipping, payments, tax and compliance involved manual intervention and separate processes.
Thousands of products were not being fully represented through Google.

The opportunity was clear. The business did not simply need a new website. It needed a digital system capable of supporting the entire ecommerce operation.

03 / Our Approach

04 / What we built

Ecommerce storefront

A completely redesigned customer facing website built around product discovery and online purchasing.

Tire search

Customers can search tires using their vehicle, tire size or license plate

Supplier integrations

Direct connections with third party suppliers bring supplier catalogues into the ecommerce operation without manually maintaining every product.

Automated dropshipping

Orders can be passed to the appropriate supplier for fulfillment, creating an efficient path from purchase to delivery at national scale.

Online payments

Payment processing integrated into the ecommerce flow, keeping payment information connected to the relevant order.

05 / Outcomes

16k+ Unique products

Products available through Google Merchant

U.S. Coverage

Ecommerce and dropshipping coverage across the United States

Automated Shipping & Compliance

Tax and compliance processing, including state level environmental fees

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We connected these pieces into one platform.

What the customer can now do

Find the right tire: Search using their license plate, vehicle information or tire size, giving them multiple ways to reach products that match their requirements.
Browse a much larger catalogue: Products from connected suppliers can be brought into a single ecommerce experience, giving customers access to a broader selection without the business having to manually maintain every product.
Buy online: Complete the purchasing journey online, with product selection, payment, tax and delivery handled as part of the same flow.
Get delivery anywhere in the United States: The platform supports ecommerce and dropshipping across the United States, allowing products to be delivered directly to customers regardless of their location.
Return products: Returns are connected to the original order and supplier, reducing the manual work required to manage the process after purchase.

We rebuilt the infrastructure behind the storefront

The first step was an in depth analysis of the existing digital setup and the business processes surrounding it.

We looked at how products entered the business, how customers found them, how orders were processed, how suppliers fulfilled them and where manual work was slowing the operation down.

From that analysis, we proposed a scalable architecture that could connect the different systems instead of forcing the team to manage each one separately.

The new platform was designed around four core areas.

A modern ecommerce experience made it easier for customers to discover products, identify the right tire for their vehicle and complete their purchase.

Supplier connectivity

Direct integrations allowed product information and ordering processes to move between the ecommerce platform and suppliers.

Automated operations

Dropshipping, shipping, returns, payment processing and tax calculation were brought into connected workflows, reducing the need for repetitive manual work.

An administration system gave the internal team a central place to manage the ecommerce operation and monitor what was happening across the platform.

Returns incorporated into the order lifecycle and connected back to the relevant products and suppliers.