Wired for checkout: Waytek cuts cart abandonment by 20%

• VP of Marketing and eCommerce Kristi Gloppen leads digital strategy for a distributor serving custom vehicle upfitters.
• Its buyers, like police car upfitters, need a wide range of parts in small quantities.
• Keeping inventory on the shelf is a key differentiator, helping customers manage unpredictable vehicle timelines and post-COVID supply chain disruptions.

• Waytek puts certified, high-quality components first, because its users depend on them for safety.
• Its old eCommerce platform was 20 years old, heavily customized, and undocumented, which meant frequent failures and slow performance.
• Years of undocumented changes left a fragile, manual-heavy system where new features often broke the site.

• Waytek chose Optimizely Configured Commerce for its built-in PIM and eCommerce, fixing long-standing problems managing product content across hundreds of SKUs.
• Automation replaced manual work, helping Waytek move faster and keep up with constant product changes.
• The team built the new platform alongside the old one for a smooth cutover, then supported customers with training videos, PDFs, a hotline, and a feedback survey.
• Cart abandonment fell from 50 to 55 percent down to 35 percent, and better site performance lifted SEO rankings, adding to revenue.

• The PIM in Optimizely Configured Commerce speeds up mass product uploads, cutting manual data entry.
• Quick Order and automated uploads make ordering faster for staff and customers alike, with less manual work.
• Technical documentation and certifications now sit right on the product page, so customers can verify a part's suitability on the spot.

• Site search is far better than the old website, so customers find what they need quickly.
• A faster site has lifted customer satisfaction by improving the overall experience.
• Product pages are now well organized and easy to navigate, clearing up the access problems customers used to hit.

• Waytek's average buyer is 58 today, a sign that a generational shift to digital-native buyers is coming.
• Those buyers will expect faster, more intuitive experiences, which makes a flexible, scalable platform essential. Waytek sees Optimizely as central to that.
• Next on the roadmap: AI-driven product recommendations to help customers find relevant products faster.

Moving to Optimizely Configured Commerce has changed how Waytek runs its digital commerce. Cart abandonment is down to 35 percent, SEO has climbed, and the PIM has taken the grind out of managing product data. Features like Quick Order and on-page technical documentation have made buying simpler, lifting both efficiency and customer satisfaction. With a younger, digital-native customer base on the way, Waytek's investment in a fast, scalable platform sets it up well for what's next in specialty vehicle and equipment commerce.