Wire America

Wire and cable isn't a simple product category. A single wire type, THHN Building Wire, for example, can have 8 AWG sizes, 12 colour options, 4 spool length variants, a custom by-the-foot option, and separate pricing tiers for copper vs. aluminium. Multiply that across 60,000+ SKUs, five major product categories, and you have one of the most technically demanding Shopify builds in the industrial supply space.
On top of product complexity, WireAmerica needed real-time inventory logic with multi-vendor sourcing, freight vs. parcel shipping rules, remote zip code surcharges, and a cart-to-quote flow for government and bulk buyers, none of which standard Shopify themes can handle out of the box.

Makro led a structured discovery and strategy phase before writing a single line of code. Three sessions with the WireAmerica founding team to map every product attribute, buying scenario, inventory rule, and shipping edge case.
The output was a full product data model using Shopify metafields to separate filterable attributes from variant logic, keeping product pages clean while giving Algolia the rich data it needed for precise search and filtering. Custom buying logic handled by-the-foot orders, spool discounts, bulk quote escalation, and made-to-order lead times, all surfaced contextually on the product page depending on what the customer was trying to do.