Shock Surplus was founded by Sean Reyes in 2012 when he identified an industry-wide need for more education on shock absorbers and suspension components. This was not just a business venture but a mission to fill the educational gap in automotive modifications. "We saw shocks as complex components needing clarity, which spurred our educational focus from day one," recalls Sean.
After launching on eBay, Shock Surplus has evolved into one of the most trusted suppliers of ride control products that ensure vehicle longevity. Its robust educational and product content library has also changed the way customers learn about and shop for technically complex auto parts.
As the business grew, Shock Surplus knew that it needed a commerce solution that could support increased demand and momentum. Initially, Sean chose to pursue a custom platform after receiving recommendations from several peers. But after a six-month project became an 18-month project, it became what Sean calls a “dumpster fire.” Ultimately, after considering switching throughout their custom build, he and his business partner concluded that Shopify was the right choice all along.
After migrating to Shopify, Shock Surplus has:
- Increased average order value by 100% between 2019-2023
- Achieved 900% growth in sales from 2019 through 2023
- Provided customers with a personalized experience through customized solutions such as the fitment tool
The challenge: Unnecessary platform instability and complexity
Shock Surplus faced significant hurdles with their custom-built platform, which transformed from a planned six-month project into an 18-month ordeal. Despite exhaustive efforts, the platform never met expectations. "We grew exponentially, yet our initial platform was a bottleneck," recalls Sean Reyes, Founder and CEO.
Missed opportunities and market frustrations
The platform's persistent instability forced Shock Surplus to miss critical Black Friday and Cyber Monday sales, resulting in both customer frustration and lost revenue. "These delays weren't just setbacks; they limited our capacity to seize market opportunities," Sean explains.
Complexity and operational inefficiency
The technical constraints introduced unwelcome complexity and stifling operational efficiency despite a strong product portfolio. Sean elaborates, "Every hiccup eroded our ability to provide the seamless, reliable experience our customers deserved."
Realizing the unsustainable nature of their existing technology, Shock Surplus turned to Shopify for the flexibility and reliability needed to support their accelerating momentum and diverse client base.
The solution: Unleashing potential with Shopify
Once Shock Surplus decided to move forward with Shopify, Sean says the migration was complete after just one month—a stark contrast to their previous platform's 18-month ordeal. He adds, “Shopify made it extremely easy to get up and running with one of the built-in themes. Everything looks great out of the box. It was just a no-brainer.”
Cohesive integration and modern standards
The Shock Surplus team was also excited about the cohesiveness of Shopify’s platform and app ecosystem, which provided a modern, efficient foundation compared to the legacy systems Shock Surplus had previously navigated. “It’s faster, it’s cleaner, and it’s up to newer design standards. The base foundation is a lot different compared to a legacy platform,” Sean tells us.
Shock Surplus took advantage of Shopify’s unified platform in several ways. They heavily rely on apps like ConverMax to enable one-click purchases, which Sean praises for being "almost Shopify native.” Shopify's seamless integration with apps and tools significantly enhanced Shock Surplus's ability to personalize customer experiences.
Custom fitment tool for personalized experiences
Leveraging Shopify's app ecosystem, they integrated a fitment tool that provides robust year, make, and model search capabilities, ensuring customers see only products compatible with their vehicles. This improvement not only reduces return rates but also drives up conversions.
"Personalization in the automotive space is critical," says Sean. "By tailoring the experience to each customer's vehicle, we enhance satisfaction and minimize incorrect purchases."
Shopify’s checkout functionality also aligned perfectly with Shock Surplus's business objectives. Most notably, Sean tells us the team didn’t realize how easy it would be to launch a one-page checkout on the platform.
We were having so many conversations behind the scenes about how we were going to do the one-page checkout. I realized we already had one, but the team didn’t understand because nobody had done anything to make it happen. I said, ‘That’s OK. Shopify did it for us.’
Driving customer knowledge through rich media
Understanding the importance of education in the automotive space, Shock Surplus prioritized creating informative content to bridge the gap left by manufacturers. "We're enthusiasts, just like our customers, sharing our learnings to make complex products understandable," Sean explains. This approach positioned them as a trusted resource in the industry, enhancing customer engagement.
Leveraging Shopify's platform capabilities, Shock Surplus seamlessly integrates this educational content into their website, ensuring customers have access to valuable insights directly alongside product listings. By utilizing features like embedded videos, detailed product descriptions, and customer reviews, they provide a comprehensive educational experience that informs purchasing decisions.
The use of rich media and comprehensive guides on the website helps to demystify complex products, offering customers a clear understanding of their options and potential upgrades. This strategic content integration has not only driven engagement but has also significantly reduced return rates and boosted overall customer satisfaction, reinforcing Shock Surplus's reputation as an industry leader.
The result: Transformational growth and efficiency
Sales growth and expansion
Since migrating to Shopify, Shock Surplus has experienced significant growth, with sales increasing by 900% between 2019 and 2023. This growth highlights the platform’s role in supporting rapid expansion.
"Programs like Shopify Capital were easily accessible and not only got us through some crunch times, but also allowed us to really accelerate past competition," says Sean Reyes, Founder and CEO.
Strategic financial advantages
Shopify's integration has streamlined operations, allowing Shock Surplus to utilize Shopify Capital for strategic inventory purchases. This access to capital provided them the ability to secure inventory quickly, giving them an edge in the market.
Enhancements in customer purchases
The introduction of Shop Pay Installments resulted in a 4% revenue increase and encouraged larger customer purchases, boosting the average order value (AOV) by 10%.
"Shop Pay Installments offered our customers a reliable way to upgrade confidently," Sean notes. "As soon as we launched them, our AOV jumped 10%."
Streamlined operations and customer experience
With Shopify's processes, previous operational bottlenecks have been eliminated. The intuitive, one-page checkout improved the purchasing flow, while data management and customer interactions enhanced by integrated apps have increased satisfaction and decreased returns. This adds up to a formula that gives Reyes and everyone confidence that Shopify can support the business today and years into the future.
Shopify always has a host of new little features. I log in and often see something that makes me say, ‘Oh, that’s great. We can definitely use that.’ That’s what I expected out of Shopify and I’m glad that’s been the case.
Watch the full video interview with Sean Reyes, Founder and CEO of Shock Surplus, and Alex Beeson, staff solutions engineer at Shopify, for a deeper dive into Shock Surplus’ journey with Shopify.
