RazorBack 4x4
Industry
4x4
Founded
2022
Razorback 4x4: Built to Convert
Custom Shopify Plus Store for One of Australia’s Fastest Growing Companies
Razorback 4x4 isn't your average automotive brand. They’ve earned a cult following among off-roaders and tradies alike, and were recently named one of Australia’s fastest-growing companies by the AFR Fast Starters List.
But their old site was stuck in low gear—hard to use, hard to manage, and not converting like it should. Sonder Sites was brought in to rebuild Razorback’s digital presence from the ground up with a fully custom Shopify Plus store engineered for performance, discoverability, and scale.
The Challenge
Razorback had massive momentum, but their digital experience wasn’t keeping up. Their goals:
Help customers easily find the right product for their vehicle (make/model compatibility is everything in this space)
Create a premium brand feel that matched their in-store energy
Support bundling, upsells, and accessories for maximum AOV
Improve SEO and discoverability across product categories
Empower their team with full control post-launch
Build a foundation for international growth and product line expansion
Our Solution
We built a fully custom Shopify Plus storefront focused on conversion, searchability, and backend control—designed as much for Razorback’s team as their loyal customers.
🚙 Vehicle-Specific Product Finder
Find your rig. Get the right gear. Fast.
Custom filter logic for make, model, and year
Streamlined UX for quick navigation to compatible products
Dynamic product listings that update based on selection
Reduced buyer confusion and boosted customer confidence
💻 Shopify Plus Custom Theme
Custom codebase designed for speed and performance
Mobile-optimised, action-first UX for on-the-go buyers
Brand-forward aesthetic that speaks to the 4x4 community
Built to support aggressive sales campaigns and promos
🛒 Bundles, Upsells & Accessories
Increase average order value with smart merchandising.
Product bundles (e.g., seat covers + dash mats)
Custom accessories logic based on selected vehicle
Dynamic upsells at cart and checkout
Increased add-ons and higher AOV across all categories
📈 SEO & Performance Optimisation
Built to dominate search engines.
Full technical SEO audit and implementation
Optimised site speed, structure, and metadata
Keyword-structured URLs, alt text, and on-page copy
Improved organic rankings across high-converting categories
✏️ Internal Control & Team Ownership
CMS tailored for Razorback’s in-house team
Training and documentation for full autonomy
Editable product data, landing pages, bundles, and promos
Fast launch cycles without needing a dev team
The Results
✅ Award-winning performance
Helped Razorback win AFR’s Fast Starter Award with a rock-solid digital foundation
✅ Massive increase in discoverability
SEO traffic and vehicle-specific search sessions climbed post-launch
✅ High-converting UX
Cleaner flows and bundled sales contributed to stronger ROAS
✅ Team-led content and product control
Zero bottlenecks—Razorback runs their store like a pro
✅ Ready for scale
The site’s backend is built to support expansion into new product lines and markets
Why It Matters
This isn’t just a good-looking store. It’s a high-converting, high-performance eCommerce engine built for speed, growth, and off-road domination.
Whether you’re a DTC brand or a gear-heavy retailer with complex compatibility logic—Sonder Sites delivers.
Razorback 4x4: Built to Convert
Custom Shopify Plus Store for One of Australia’s Fastest Growing Companies
Razorback 4x4 isn't your average automotive brand. They’ve earned a cult following among off-roaders and tradies alike, and were recently named one of Australia’s fastest-growing companies by the AFR Fast Starters List.
But their old site was stuck in low gear—hard to use, hard to manage, and not converting like it should. Sonder Sites was brought in to rebuild Razorback’s digital presence from the ground up with a fully custom Shopify Plus store engineered for performance, discoverability, and scale.
The Challenge
Razorback had massive momentum, but their digital experience wasn’t keeping up. Their goals:
Help customers easily find the right product for their vehicle (make/model compatibility is everything in this space)
Create a premium brand feel that matched their in-store energy
Support bundling, upsells, and accessories for maximum AOV
Improve SEO and discoverability across product categories
Empower their team with full control post-launch
Build a foundation for international growth and product line expansion
Our Solution
We built a fully custom Shopify Plus storefront focused on conversion, searchability, and backend control—designed as much for Razorback’s team as their loyal customers.
🚙 Vehicle-Specific Product Finder
Find your rig. Get the right gear. Fast.
Custom filter logic for make, model, and year
Streamlined UX for quick navigation to compatible products
Dynamic product listings that update based on selection
Reduced buyer confusion and boosted customer confidence
💻 Shopify Plus Custom Theme
Custom codebase designed for speed and performance
Mobile-optimised, action-first UX for on-the-go buyers
Brand-forward aesthetic that speaks to the 4x4 community
Built to support aggressive sales campaigns and promos
🛒 Bundles, Upsells & Accessories
Increase average order value with smart merchandising.
Product bundles (e.g., seat covers + dash mats)
Custom accessories logic based on selected vehicle
Dynamic upsells at cart and checkout
Increased add-ons and higher AOV across all categories
📈 SEO & Performance Optimisation
Built to dominate search engines.
Full technical SEO audit and implementation
Optimised site speed, structure, and metadata
Keyword-structured URLs, alt text, and on-page copy
Improved organic rankings across high-converting categories
✏️ Internal Control & Team Ownership
CMS tailored for Razorback’s in-house team
Training and documentation for full autonomy
Editable product data, landing pages, bundles, and promos
Fast launch cycles without needing a dev team
The Results
✅ Award-winning performance
Helped Razorback win AFR’s Fast Starter Award with a rock-solid digital foundation
✅ Massive increase in discoverability
SEO traffic and vehicle-specific search sessions climbed post-launch
✅ High-converting UX
Cleaner flows and bundled sales contributed to stronger ROAS
✅ Team-led content and product control
Zero bottlenecks—Razorback runs their store like a pro
✅ Ready for scale
The site’s backend is built to support expansion into new product lines and markets
Why It Matters
This isn’t just a good-looking store. It’s a high-converting, high-performance eCommerce engine built for speed, growth, and off-road domination.
Whether you’re a DTC brand or a gear-heavy retailer with complex compatibility logic—Sonder Sites delivers.
🧭 Strategy & Discovery
Stakeholder workshops and planning
UX audits and heatmap analysis
Competitive benchmark research
🎨 UX & UI Design
Custom wireframes and interactive prototypes
Brand-aligned design for 4x4 culture
UX patterns optimised for part-finder navigation
💻 Custom Shopify Plus Build
Fully responsive theme with performance-first coding
Vehicle-specific filtering and compatibility logic
Bundles, upsells, and related accessories integration
📦 CMS & Internal Tools
No-code landing page builder for Razorback staff
Custom bundle editor and product tagging systems
Promotional banner control and seasonal campaign support
🔍 SEO & Conversion Optimisation
Technical SEO across metadata, schema, URL structure
Speed optimisations and accessibility improvements
Strategic on-page copy and structured category hierarchy
🚀 Launch & Ongoing Support
Full training and documentation for team handoff
Post-launch monitoring, QA, and hypercare support
Growth strategy consulting for future site phases