GEN-Y Hitch

GEN-Y Hitch is a premium American manufacturer of heavy-duty towing hitches and accessories, built around their patented TORSION-FLEX Technology and a catalog protected by dozens of patents.

Looking to scale beyond a WooCommerce setup that no longer aligned with their goals, the brand partnered with Shero to migrate to Shopify, delivering a unified B2B and D2C experience, NetSuite ERP integration, and use-case-driven navigation.

Platform Migration Custom Development B2B Commerce ERP Integration

Sector Towing equipment and aftermarket accessories

What we did Migration from WooCommerce to Shopify

Technology Shopify

View project View Site

The Ask

GEN-Y Hitch had outgrown WooCommerce. They wanted a platform that could match the engineering quality of their products and scale with demand. The wishlist was specific. A unified B2B and D2C experience. A clean NetSuite integration. Easier merchandising. Faster pages. A find-a-dealer function. And freedom from a WordPress plugin ecosystem they no longer trusted.

Challenges on WooCommerce

Gen Y Hitch provided us with the following issues that would need to be overcome during the migration:

A difficult process for managing their large and complex product catalogue
A high level of technical debt caused by the heavy maintenance requirements of WooCommerce
A slow, unintuitive merchandising process, and sub-optimal product discovery
CMS restrictions on flexibility and scalability
Site speed and UX/UI issue
Growing concerns around security risks from the WooCommerce and WordPress’ plugin ecosystem due to ongoing litigation between key partners in the CMS’s development

Finding the Solution

Shero recommended Shopify for its lower total cost of ownership, best-in-class checkout, and an app ecosystem mature enough to handle complex B2B workflows without custom code. WooCommerce was costing roughly 36% more to run and adding maintenance overhead the team did not need.

Bringing it to Life

Shero migrated GEN-Y Hitch from WooCommerce to Shopify without losing any customer data or seasonal forecasting history. Deploying B2B-specific workflows, including dealer login, quick order, dealer price lists, and quotation. Patchworks middleware connected Shopify to NetSuite as the operational source of truth. We rebuilt the navigation around how customers actually search, by focusing on use cases rather than internal product naming, and added custom blocks to PDPs to preserve their education-first content strategy. A custom store mapper powers a find-a-dealer experience that gets customers to a local dealer in a few clicks.

Overcoming Challenges

GEN-Y Hitch’s existing site was already integrated with a legacy ERP, so that placed immediate conditions on the creation of any new site - which would need to meet or exceed that level of integration.

NetSuite needed to remain the operational source of truth across SKU structure, pricing, availability, fulfillment statuses, and field mappings. We addressed this using Patchworks which gave us a clean data contract between systems, and we validated every edge case through end-to-end order testing before launch.

The Impact

+75%

YoY revenue increase since launch

~36%

Reduction in TCO vs WooCommerce

All Green

Core Web Vitals since launch

The Breakdown

GEN-Y Hitch now operates on a Shopify store that matches the engineering quality of their hitches. A unified B2B and D2C experience, clean ERP integration, and use-case-first navigation give dealers and retail customers a frictionless path to purchase, while internal teams can run merchandising and content updates without engineering bottlenecks.

A seamless combination of both D2C and B2B commerce without sacrificing functionality or UX
No loss of data during migration, allowing for ongoing analysis and forecasting
A custom solution to allow them to continue their ‘education-forward’ approach to commerce
An (approximate) 36% reduction in TCO vs. WooCommerce (WordPress)
A navigation and product taxonomy that was directly attuned to how customers search
Custom tailored integration with NetSuite despite hurdles
Improved operational scalability
Seamless integration of B2B commerce with their D2C site. Improved, efficient and intuitive B2B dealer workflows
Simplified and easier to manage day-to-day merchandising and content management processes

“Working with the Shero team was a refreshing experience. They quickly understood our business, operated as an extension of our team, and consistently delivered efficient, well-planned collaboration.”

/ GEN-Y Hitch

If the above testimonial doesn’t say quite enough, there’s also the matter of a small 75% increase in YoY revenue since the site’s launch in mid-December of 2025.

Shopify Migration Subscription Program Shopify SEO Design

Sarris Candies

Sarris Candies is a beloved retailer known for its premium chocolates and sweet treats. Looking to modernize their digital storefront, the brand partnered with Shero to move from a legacy custom .NET system to a more scalable, mobile-friendly, and marketing-flexible.

Integrations Platform Migration Shopify

Alto Music

A long-standing musical instrument retailer with a loyal customer base, Alto Music partnered with Shero to migrate from Magento 2 to Shopify, preserving their beloved Altobucks loyalty program and delivering a more manageable, cost-effective platform without sacrificing any of the features their customers loved.

Store Redesign CRO & Optimization Custom Development Retention Marketing

Swag Golf

Swag Golf is known for its limited-edition, bold golf gear and lifestyle products with a devoted following. Looking to align their online store with their unapologetic brand identity, the brand partnered with Shero to overhaul their Shopify theme, develop a dedicated evergreen product strategy, and drive stronger conversions.

Shopify Shopify Development Shopify Support

Painful Pleasures Migration to Shopify

Discover how Shero Commerce rescued and completed a stalled Magento to Shopify migration for Painful Pleasures, delivering complex B2B pricing, bulk ordering, customer data migration, and custom store credits. reducing costs and eliminating ongoing site headaches.