XPEL - Transformed B2B and DTC Experiences with BigCommerce

Datmos partnered with XPEL to redesign its digital ecosystem using Contentstack, BigCommerce, and Bynder to better engage B2B installers and DTC customers. As a BigCommerce Preferred Partner, Datmos delivered a headless platform unifying content and commerce, with dual-audience navigation, API-driven installer mapping, enhanced SEO, and streamlined asset management. The result: a new website, refreshed brand identity, scalable architecture, and improved UX for both audiences.

Services

Platform solutions B2B | B2C | DTC
Composable Commerce & Microservices
User Experience | UX Design
User Interface | UI Design

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The Client

XPEL offers a comprehensive array of protection films and coatings for automotive, watercraft, home, and office. The company sells products through independent installers, dealerships, OEMs, and DTC channels.

Challenge

Serving B2B and DTC Audiences from One Platform

XPEL's existing website could not effectively serve its two very different audiences - B2B professionals (independent installers, dealerships, and OEMs) and end consumers shopping DTC - from a single experience. The prior navigation blurred the line between the two, creating friction for both groups and making it difficult to drive installer leads or convert online shoppers.

Three specific gaps drove the redesign decision:

The installer locator was a basic list with no geographic filtering or specialization data, limiting its effectiveness as a lead generation tool.
International expansion required localized content management that the existing CMS could not support.
The DTC store lacked modern product merchandising - no structured filtering, no mobile optimization, and no integration with XPEL's Bynder digital asset library.

Solution Architecture

A Headless Composable Stack on BigCommerce + Contentstack

Datmos architected and built a headless platform using Contentstack as the CMS, BigCommerce as the DTC ecommerce engine, and Bynder as the centralized digital asset manager. This composable approach decouples content management from the commerce layer, allowing XPEL's marketing team to manage localized international content independently of the DTC store without developer involvement.

Key technical decisions made by Datmos:

API-first integration: XPEL's proprietary B2B DAP program was integrated via API endpoints into a custom Google Maps-based installer locator, giving the business automated, real-time control over installer data.
Google structured data: SEO was strengthened across the site by introducing structured data markup, improving search engine visibility across product and location pages.
Composable design system: A modular, reusable component library was built to support ongoing content production at scale - enabling the marketing team to build new pages and campaigns without bespoke development.
Bynder integration: All brand and product assets are centrally managed through Bynder with native CMS integration, ensuring consistency across the site and reducing asset management overhead.

Brand System: Modular Design for XPEL’s Rebrand

Following XPEL’s recent rebrand, the new brand identity was integrated into a flexible, modular design system. Featuring a comprehensive reusable component library, the system was built for scalability, ensuring it could evolve alongside both current and future content needs. The visual language was carefully crafted to reflect the brand’s core values, enhance appearance and performance. Sleek animations were integrated across the component library to reinforce the brand’s visual identity, embodying a harmonious blend of technology and lifestyle.

Navigation: Separating the B2B and DTC Journeys to Reduce Friction

XPEL's original navigation combined B2B installer content with DTC consumer content, creating confusion for both audiences. Datmos redesigned the navigation architecture to create clearly separated journeys - one path for consumers purchasing DTC products, and a distinct path for B2B professionals (independent installers, dealerships, and OEMs) seeking installation services, training, and business resources.

This separation ensures that a consumer looking to buy paint protection film is not navigating through pages designed for professional installers, and vice versa - reducing bounce and improving task completion for both groups.

Installer Locator: Driving B2B Leads with a Map-Based

The installer locator is XPEL's primary source of B2B customer leads, connecting consumers looking for professional installation with certified XPEL installers in their area. The original locator was a static list with no geographic filtering, no specialization data, and no map interface.

Datmos rebuilt the installer locator as a dynamic, map-based experience that allows users to:

Search by location and see distance from their current position
Filter by product type and coverage specialty (automotive, marine, home and office, aircraft)
Pan and zoom a global map view while maintaining location-based filtering

The locator is powered by a custom Google Maps integration built against XPEL's internal DAP program API, giving XPEL automated, real-time control over installer data, any update made in XPEL's internal systems is reflected on the locator immediately, without manual web updates.

Datmos has been an invaluable partner in bringing our new website to life. Their team took the time to understand our brand, goals, and customers, delivering a website that is not only visually stunning but also highly functional. Their expertise and strategic approach have significantly impacted our digital presence, and we couldn’t be more pleased with the results.

Michael Mejia, Senior Director of Marketing at XPEL

Product Pages: Media-Rich Experiences for Clear Protection Products

One of the unique design challenges of the XPEL project was showcasing protection products that are, by nature, transparent - paint protection film and ceramic coatings are invisible once applied. Datmos addressed this through video-led product pages that demonstrate installation, explain the product's benefits, and show the product applied across different vehicle types and coverage categories.

Each product page integrates content from the component library alongside DTC product listings from BigCommerce, creating a seamless experience between product education and purchase.

B2B Lead Generation: Tailored Landing Pages by Industry Vertical

Datmos developed targeted lead generation landing pages for each of XPEL's distinct B2B professional segments: automotive installers, marine professionals, and home and office installers. Each page is tailored to the specific products, benefits, and training programs relevant to that segment - avoiding the generic content that fails to convert professional audiences.

DTC Merchandising: Structured Product Listings with Mobile-Optimized Filtering

Datmos redesigned XPEL's DTC product listing pages with a structured category taxonomy and robust filtering system optimized for mobile, allowing consumers to browse by product size, coverage application, and surface type. Product detail pages were extended with the component library, enabling the XPEL team to surface branded content, technical specifications, and product education alongside each listing.

A Platform for Brand Engagement and Education

The reimagined blog serves as an elevated platform for the brand to share community events coverage, product education, and company updates. These pages offer a flexible framework to highlight photography and products along with storytelling content.

The primary goal of the new XPEL site was to elevate the customer experience across all audiences, aligning with the premium quality of the brand and its services. The redesigned site empowers the marketing and sales teams with a flexible foundation, enabling them to effortlessly create and manage tailored customer experiences—without relying on developers. With intuitive navigation, engaging educational content, and strong brand storytelling, the XPEL team now has the tools to exceed customer expectations and consistently deliver the exceptional experience the brand is known for.

Results

The primary goal of the new XPEL site was to elevate the customer experience across all audiences, aligning with the premium quality of the brand and its services. The redesigned site empowers the marketing and sales teams with a flexible foundation, enabling them to effortlessly create and manage tailored customer experiences without relying on developers. With intuitive navigation, engaging educational content, and strong brand storytelling, the XPEL team now has the tools to exceed customer expectations and consistently deliver the exceptional experience the brand is known for.

Ready to scale your B2B and DTC experience on BigCommerce? Connect with Datmos to build a composable platform designed for growth.

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Powering XPEL’s B2B and DTC Growth with BigCommerce