Client Spotlight: American Factory Wheel

July 31, 2020/0/0

Client Spotlight: American Factory Wheel

Here at Mithril Media, we’re all about helping small businesses find success online. Our latest project with American Factory Wheel was no different. As one of the largest providers of used wheels and rims in Southern California, American Factory Wheel houses a huge selection of online wheels and rims for sale.

Take a look at some of the ways that we helped AFW build a new eCommerce website for their retail wheel sales!

WooCommerce Integration

WooCommerce has become the defacto eCommerce solution for WordPress. Like the rest of the WordPress system, it is an open-source tool that provides a ton of extensibility. A great example of that flexibility can be seen right on the homepage of

Custom WooCommerce Filters

Like we mentioned before, the inventory at is one of the biggest used and refurbished selections you’ll find. With this comes it’s own unique set of challenges. One of the features we knew we wanted to build into this website was an easy-to-use product filter.

To achieve this, we were able to extend the native WooCommerce filter functionality by adding custom product taxonomies for the year, make and model of each vehicle. From there, it was just a matter of making it look good to the end-user! Thus, we decided to utilize the native AJAX functionality that is built into WordPress out of the box and provide the user with single-click navigation to drill down to the specific product they are looking for.

Appointment Scheduling Integration

In addition to their online retail sales, American Factory Wheel also provides every service you could need for your vehicle’s wheels. From rim repair to chrome refinishing, their location in Santee, CA is a one-stop-shop for all things wheels.

In order to streamline the process of scheduling appointments, we decided to integrate directly with a third-party scheduling software that makes it easy to book appointments online. We also knew this needed to be a prominent feature on the website so we gave it it’s own call-to-action in the header so that it’s visible from every page.

Behind The Scenes

Like every eCommerce site, there is A LOT that happens behind the scenes and is no different. From payment gateway integrations to tax calculations and order receipts, there are lots of moving parts that must come together to create a seamless user experience. Just a few of the additional pieces of the puzzle:

  • Direct payment gateway integration with 2 payment gateways
  • Custom order receipt emails
  • Integration with 3rd party tax calculator
  • Integrated fraud protection

The team here at Mithril Media worked tirelessly to ensure that every box was checked and that all of these systems worked well together.

In Closing

eCommerce websites always come with their own set of challenges. We couldn’t be happier with the way this site turned out and we are excited to see the business continue to grow at American Factory Wheel.

If you have an eCommerce website in need of some attention or you’ve been thinking of starting a business of your own, drop us a line! We’d love to help you define your digital presence.