Shopify Development | Multi-Store eCommerce | Product Automation | Catalogue Management | Ongoing Support
Bully's Offroad
One Product Catalogue. Four Different Online Stores.
A multi-store Shopify solution that allows thousands of products to be managed from one central catalogue and automatically distributed to four individual eCommerce stores based on product tags.
CLIENT
Toowoomba Steering & Suspension
location
Toowoomba, QLD
platform
Shopify
tech stack
Shopify | Multi-Store Product Sync
industry
4WD & ECOMMERCE
the project
Building More Than a Shopify Store
Bully's Offroad forms part of a much larger eCommerce operation managed for Toowoomba Steering & Suspension.
Rather than maintaining products independently across multiple Shopify stores, DD Digital developed a centralised product management structure built around a private master Shopify store.
Products are created and maintained once in the master catalogue, then automatically synchronised to the appropriate customer-facing stores according to product tags.
This allows four separate online stores to maintain their own branding, product focus and customer experience while sharing a centrally managed product catalogue.
The public-facing stores include Bully's Offroad, Steering & Suspension Warehouse, Toowoomba Steering & Suspension and Bush2Beach Awnings. The differences are quite substantial: for example, Bully's currently presents a broad catalogue spanning brands from Bushwakka and Bilstein to MAXTRAX, REDARC and Tough Dog, while Bush2Beach is positioned specifically around awnings, awning accessories, replacement parts and rooftop tents.
Four Stores. One Place to Manage Products.
The website
The Challenge
Operating several specialist eCommerce websites creates a significant catalogue-management problem.
The same product may need to appear on more than one store, while other products are relevant to only a particular website or customer group.
Managing each catalogue independently would mean repeatedly creating and updating the same product information across multiple Shopify stores. Changes to product descriptions, images, pricing and other information could potentially need to be made several times.
As the catalogue grows, so does the workload — along with the opportunity for inconsistent information between stores.
DD Digital needed to create a system where the product catalogue could be managed centrally without sacrificing the independence of each storefront.
What We Did
DD Digital created a private master Shopify store that acts as the central product management hub for the entire eCommerce network. Products are created and maintained in this master catalogue and assigned tags that determine which storefronts should receive them. A product synchronisation system then distributes the relevant products to each Shopify store automatically.
The result is a one-to-many product management workflow, with the Master Store feeding Bully's Offroad, Steering & Suspension Warehouse, Toowoomba Steering and Bush2Beach Awnings.
Each public store remains a separate Shopify website with its own branding, navigation, merchandising and target market, while the underlying product information can be managed from one central location.
the result
Four Stores. One Place to Manage Products.
The centralised structure has transformed what would otherwise be a repetitive multi-store management process into a much more scalable eCommerce operation.
Products can be added and maintained from one location and distributed to the appropriate stores according to the rules established within the master catalogue.
This reduces duplicated product administration, improves consistency between stores and makes it considerably easier to manage a growing range across several specialist eCommerce brands.
At the same time, each storefront remains focused on its own audience. Bully's Offroad can operate as a broad 4WD and adventure store, Steering & Suspension Warehouse can concentrate on specialist steering and suspension products, and Bush2Beach can present itself as a dedicated awning destination.