Detroit Axle

Project Details
Detroit axle logo
Detroit Axle is a global retailer and distributor of aftermarket auto parts with millions of customers around the globe. They came to us with a simple, but lofty, goal: create the easiest part-finding experience possible and sell automotive parts online. We brainstormed the customer’s experience from the way they search for a product to instilling confidence in getting the right part. The ecommerce site was redesigned and rebuilt from the ground up with all-new layouts and technology. The newly redeveloped website increased business efficiency by removing the need for duplicate data entry.


Our client needed the development of a high-traffic website that would effectively process online orders and support sales and customer service teams. It was not a trivial matter. These are a few key considerations that helped us ensure the success of the project:

  • Scalability
  • User experience
  • Security
  • Integration with other systems
  • Mobile optimization


Designing an intuitive user interface (UI) for a website that offers thousands of SKUs, multi-channel pricing structures, and OE fitment patterns was be a challenging task. Our UI team discussed and carefully designed for each of these features:

  • Filtering & search functionality
  • Product information & images
  • Vehicle selection
  • Data visualization


Detroit Axle sells thousands of automotive components online each day, resulting in high fees from vendor sites. Fusionary needed to deliver a solutions that would eliminate the fees and help with the company’s overall return on investment (ROI).

  • A website that can handle high traffic and be secure for ecommerce
  • A robust search query to find cars and parts
  • “My Garage” feature for repeat customers who are logged in
  • System that integrates with an in-store point of sale (POS) system

Our Approach & Solutions

Digital Commerce
Our designers and developers combined their expertise to integrate existing systems seamlessly, creating the ideal solution for Detroit Axle’s backend business processes. This upgrade resulted in a streamlined part-finding experience that increased website traffic, increased sales revenue, and saved employee time.
Site Search & Fitment
The website’s enhanced site search supports unique automotive filter options which allow auto repair shops as well as individuals to quickly find the right part for their vehicle. The site also leverages fitment data via Auto Plus, an ACES and PIES cataloging and mapping solution that gives the DA team complete control over their product data.
User-Centered Design
Fusionary partnered with Detroit Axle to understand the data and create a mapping system that efficiently tracks the unique auto part categories and products. With its top-of-the-line replacement parts and accessories, Detroit Axle’s new online store provides auto repair shops and DIYers with a comprehensive selection of auto components.
Working with Fusionary has been easy to work with and the company is extremely reliable to come up with a solution to the idea that you have. We needed a new website that not only handled increased traffic, but more e-commerce and user functionality. The developers and designers delivered the perfect end product and we have seen the benefits from day one. We look forward to an innovative future with the Fusionary team.
Mike Musheinesh
President-Detroit Axle