The Challenge
EV Charge Cables manufacture and test every cable in Britain, but buying the right one is genuinely confusing for most drivers. Type 1 or Type 2, tethered or portable, 7.4kW or 22kW, single phase or three phase, and a length that actually reaches from the wallbox to the car's inlet. Get any of it wrong and the cable is useless.
The brand needed a store that removed that uncertainty before the customer reached the basket, loaded fast enough to compete on high-intent searches, and gave Google a clear, well-structured catalogue to rank. A standard theme could not carry the vehicle-matching logic or the performance headroom the brand wanted.
Our Approach
We built the storefront headless: Shopify's commerce engine for products, inventory, and checkout, with a custom Next.js front end for complete control over the experience and the page speed.
That split let us do three things a theme makes hard:
- Build a vehicle-matching cable finder that maps every make and model to the correct connector, power, and length
- Serve pages fast from the edge, so high-intent shoppers were not lost to slow loads
- Structure the catalogue and guide content around the way people actually search for EV cables
What We Built
- Vehicle-matching finder: drivers select their make and model and are shown the exact cable that fits their inlet, with the right power rating and length recommended rather than guessed
- Catalogue architecture: Type 2, tethered, portable chargers, and accessories organised so each route maps to a clear buying intent, browsable by make and by length
- Trust built into the page: made and tested in Britain, 64-point inspection, two-year warranty, free UK delivery, and 30-day returns surfaced at the point of decision, not buried on an about page
- Guide content for search and confidence: Type 1 vs Type 2, 7.4kW vs 22kW, and V2L power guides that answer the real pre-purchase questions and earn organic visibility
- Performance-first headless build: a Next.js storefront tuned for fast loads on mobile, where most of this traffic lands
The Results
- Organic traffic: +1,238%
The content-led architecture and the clarity of the vehicle-matching journey turned EV Charge Cables into a store drivers can trust to recommend the right cable first time.