Wired for checkout: Waytek cuts cart abandonment by 20%

Introduction

Waytek is a leading distributor of electrical components for specialty vehicles, providing everything from automotive to marine and military equipment. In this Customer Confidential interview, Kristi Gloppen, VP of Marketing and eCommerce at Waytek, discusses the company's digital transformation journey with Optimizely Configured Commerce. From tackling the challenges of outdated platforms to achieving a 20% reduction in cart abandonment, Waytek’s story highlights how embracing a modern eCommerce solution is powering their success and meeting the evolving needs of their customers.

Solving custom vehicle challenges

Kristi Gloppen, VP of Marketing & eCommerce at Waytek, leads digital strategy for a distributor of electrical components serving custom vehicle upfitters.
Waytek supports high-mix, low-volume buyers, like police car upfitters, who need a wide variety of parts in small quantities.
On-shelf inventory is a key differentiator, helping customers navigate unpredictable vehicle delivery timelines and post-COVID supply chain disruptions.

Waytek transforms a 20-year-old commerce platform

Waytek prioritizes certified, high-quality components to ensure safety for critical users.
Their previous eCommerce system was 20 years old, heavily customized, and lacked documentation—causing frequent site failures and slow performance.
Years of undocumented customizations led to a fragile, manual-heavy system where new feature launches often broke the site.

We were on a platform for 20 years… everything had to be manually done… every time we launched something, it would break.

Kristi Gloppen - Waytek

Cutting abandoned cart rates by 20%

a man sitting in a chair and looking at a phone

Waytek selected Optimizely Configured Commerce for its integrated PIM + eCommerce solution, solving major pain points around product content management across hundreds of SKUs.
Optimizely’s automation replaced manual processes, helping Waytek move faster and adapt to constant product changes.
Waytek built the new platform in parallel with the old one, enabling a smooth cutover and minimal disruption. Once launched, they supported customers with training videos, PDFs, a hotline, and a feedback survey to ease the transition.
Cart abandonment dropped from 50–55% to 35% and site performance enhancements led to stronger SEO rankings, directly contributing to increased revenue.

Streamlining product launches and enhancing customer experience

a man and woman sitting on a couch with a glowing sign behind them

The PIM system in Optimizely Configured Commerce has accelerated mass product uploads, reducing manual data entry and increasing operational efficiency.
Optimizely’s Quick Order and automated uploads streamline processes for both Waytek employees and customers, enabling faster order placement and reducing manual tasks.
The ability to provide customers with immediate access to technical documentation and certifications directly on the product page ensures Waytek's customers can quickly verify product suitability.

The way we can upload content into the PIM really speeds up that time… it’s definitely given us efficiencies and higher quality content.

Kristi Gloppen - Waytek

Enhancing customer satisfaction

a man and woman sitting on a couch with a blue light behind them

The new platform's site search significantly improved compared to the old website, helping customers find what they need more quickly.
Faster site speed has led to higher customer satisfaction by improving the overall user experience.
Product pages are now highly organized and easily navigable, eliminating previous access issues for customers.

Waytek’s future-ready digital commerce strategy

Waytek’s average buyer is currently 58 years old, signaling a generational shift on the horizon as younger, digital-native buyers take over.
Future buyers will expect faster, more intuitive, and continuously evolving digital experiences—making a flexible, scalable commerce platform essential. Waytek believes Optimizely is the key to delivering on that necessity.
Waytek’s roadmap includes implementing AI-driven product recommendations to help customers discover relevant products more efficiently.

We do look at Optimizely as a partner, and we are looking at additional products that help us serve our customer even better.

Kristi Gloppen - Waytek

Conclusion

Waytek’s strategic shift to Optimizely Configured Commerce has significantly improved its digital commerce performance, resulting in key metrics such as a 20% reduction in cart abandonment and a notable boost in SEO. By streamlining product data management through the platform's PIM and simplifying the customer experience with features like Quick Order and easy access to technical documentation, Waytek has enhanced both operational efficiency and customer satisfaction. With a projected younger, digital-native customer base, Waytek’s investment in scalable, fast, and adaptable solutions positions them to meet future demands and continue their growth in the specialty vehicle and equipment industry.