SourceBMX partnered with blubolt to transform their Shopify Plus store by building an engaging custom bike builder. 

The problem

Delivering a custom product builder for desktop & mobile on Shopify Plus.

SourceBMX wanted to elevate its customer experience by giving riders full control of designing a custom BMX from the ground up. This meant building a highly intuitive BMX bike builder that worked seamlessly on both desktop and mobile.

Because SourceBMX serves a global customer base, the builder needed to operate across multiple international storefronts while handling complex component compatibility rules. On top of the bike builder, the team also wanted a bespoke wheel builder that offered the same level of detail and freedom.

The challenge was not only technical. It needed to support SourceBMX’s journey-led approach to customer experience, reducing friction, improving confidence and helping riders reach the right purchase decision with clarity.

The solution

A custom bike & wheel builder rooted in journey-led growth.

Working as an extension of the SourceBMX team, blubolt began by understanding the full customer journey: how riders browse, compare, build, and commit to a custom bike purchase. This insight guided every stage of development. By mapping key decision points and identifying areas where friction was causing drop-off, we tailored a solution that improved clarity, reduced uncertainty and enabled smooth progression through the buying journey.

To then deliver the custom bike builder, blubolt adapted SourceBMX’s existing Shopify Plus theme and added a new app layer to deliver a fully bespoke React experience. Using React, GraphQL and TypeScript, the custom bike builder integrates with Shopify’s Storefront API to fetch real-time product data and apply compatibility logic. It also works seamlessly with Shopify’s filtering system, so riders can narrow down components by colour, size or brand.

Two rider pathways: full build or upgrade.

For riders, the experience begins with a choice of build mode.

• Full build. Complete Build Mode allows a bike to be built from scratch, selecting every component from frame and bars to drivetrain, brakes and pegs.
• Upgrade. Riders upgrading an existing bike can switch modes and adapt placeholder parts to match their own setup, making the process more personalised and less overwhelming.

At each step, riders can open detailed product information and return to the builder without losing progress. The journey is uninterrupted, intentional and designed to build confidence long before checkout. The same principles were applied to a custom wheel builder, giving customers freedom to design from scratch or select pre-built options. Both builders were crafted to perform flawlessly on desktop and mobile.

Save, share & return to your build.

To support long-term customer engagement, blubolt developed functionality that allows riders to save their builds in Your Workshop and return later. This reduces drop-off and supports a more natural, considered buying journey.

We also integrated third-party sharing so riders can post their builds directly to platforms such as Facebook and X. A custom blubolt app stores build data and generates flattened images to ensure shareable, high-quality visuals. This blend of product innovation and journey-led thinking delivers a cohesive and intuitive path from exploration to purchase.

The result

Transforming the rider experience.

Since launching the custom bike and wheel builders, SourceBMX has seen a marked increase in customer engagement. Website sessions have risen by 126%, while new users visiting the site have grown by 108%. The builders have provided a clear, intuitive path from exploration to purchase, enabling riders to visualise and create their perfect bike with confidence. Customers are saving and sharing builds through Your Workshop and social platforms, extending engagement beyond the website itself.

By aligning product innovation with a journey-led approach, SourceBMX has strengthened its global offering, reduced friction in the buying journey and created a more personalised, engaging experience that drives sustained growth.