Case study

A custom full-stack Shopify app for a B2B AV business that doesn't sell from a cart.

Brightlink AV sells LED video walls and 4K display systems priced at $50K–$100K+. Standard Shopify checkout was wrong for the deal. Muscled replaced it with a custom Quote App, an internal Sales Team Dashboard, an Owner Dashboard, 18 custom product templates, and an on-page LED wall configurator — engagement running since Sep 2023.

View live store Jump to outcomes
By the numbers

The numbers speak for themselves

Vault-backed numbers. No presentation-grade estimates. Each one is reconcilable to the founder's own reporting.

Commits on the custom Quote App
1,384

Full-stack Shopify app (Remix + Node + PostgreSQL) replacing standard checkout with a B2B quote ecosystem. Customer-facing quote flow, sales team dashboard, and owner dashboard.

SRC: Muscled-clients-repo/Brightlink-Quote-App, 2026-04-27

Active multi-project ongoing relationship
3+ yrs

Continuous engagement since Sep 2023 across 5 active repos: original theme, custom Quote App, standalone sales dashboard, theme refresh, and a clean dev store.

SRC: vault relationship_status, GitHub repo history, 2026-04-27

Average order value
$5K–$10K+

AV equipment from HDMI cables to 217-inch+ 4K LED video wall systems priced at $50K–$100K+. Quote-first workflow built specifically for high-consideration B2B purchases.

SRC: vault client.yaml, 2026-05-21

Brightlink AV monthly revenue

Post-rebuild growth
Desktop & Mobile

The full homepage, shown two ways

Two side-by-side screenshots of the long homepage. Hover the desktop card to slowly scroll the screenshot top to bottom, so visitors see the entire page without leaving this one.

  • Desktop · full homepage after rebuild
    1,384
    Commits on the custom Quote App (675 mo)
    /mo at peak
  • Mobile-first after rebuild
    Mobile traffic share
    675 mo
    Engagement length
The work

How the engagement unfolded

  1. Initial Shopify theme build

    Sep 2023 — Oct 2023

    First storefront build for Brightlink AV LTD. Custom product sections, FBT (Frequently Bought Together) blocks, text-with-image sections, accordion sections driven by metaobjects, sticky tabs navigation, and a custom slider with PCR schema. Multiple Muscled developers worked in parallel across feature branches.

    • Shopify theme
    • Liquid
    • Metaobject-driven accordions
    • Sticky tabs
    • FBT block
    • 161 commits

  2. Custom Shopify Quote App

    Jul 2024 — present

    A full-stack custom Shopify application replacing the standard cart-and-checkout flow with a B2B quote request ecosystem. Three layers: customer-facing quote flow on the storefront, an internal Sales Team Dashboard (quote management, proposal builder, discount controls, PDF generation, partial payments), and an Owner Dashboard (pipeline lifecycle, team metrics, top-client identification, discount oversight). Most technically complex app Muscled has built for a Shopify client.

    1,384 commits across two years. Built on Remix + Node + PostgreSQL with Redis caching, BullMQ queues, Clerk auth, Shopify OAuth, and Google Cloud Storage.

    • Custom Shopify app
    • Remix + Node
    • PostgreSQL + Prisma
    • Quote ecosystem
    • Sales dashboard
    • Owner dashboard
    • 1,384 commits

  3. Standalone sales dashboard

    Jan 2025 — May 2025

    A parallel Remix/Vite/React implementation of sales rep tooling: quote table, customer table, product builder, Clerk auth. 219 commits. Ran alongside the main Quote App as either an earlier prototype or a separately deployed internal tool.

    • Remix + Vite
    • React 18
    • Internal tooling
    • Clerk auth
    • 219 commits

  4. Theme refresh

    Dec 2025 — Mar 2026

    Refreshed Shopify theme repo (brightlink-5-dec) almost 2× the size of the original. Incorporated the new dark-theme product page work, 18 custom product templates for the COB LED line (3 pixel pitches × 6 sizes), hybrid customizer + JSON metafield architecture (the PI — Product Intelligence — namespace), and rebranding away from the prior in-store sub-brand.

    • Theme refresh
    • 18 product templates
    • PI metafield namespace
    • Dark-theme PDP
    • Rebrand

  5. Clean dev store

    Mar 2026 — Apr 2026

    A clean Shopify theme prepared for a new store deployment. Removed legacy CDN references, tracking codes, and old app code so the next store launch starts from a stable baseline.

    • Dev store
    • Clean baseline
    • Deployment ready
Project overview

What we built

Brightlink AV is a US/Canada AV equipment retailer and B2B distributor based in Surrey/Cloverdale, BC. Product range spans HDMI cables to 217-inch+ 4K LED video wall systems priced at $50K–$100K+ for sports arenas, conference rooms, control centres, and retail signage. Owner: Tyson.

The relationship started in Sep 2023 with a Shopify theme build. It evolved into a multi-year engineering engagement: a custom full-stack Shopify app (Remix + Node + PostgreSQL, 1,384 commits) that replaces standard checkout with a B2B quote ecosystem, an internal Sales Team Dashboard, an Owner Dashboard, 18 custom product templates for the COB LED line, an on-page LED wall configurator, and a later theme refresh and dev store.

In their own words

(Testimonial TBD — vault permission_to_publish is open.)

Brightlink AV is a US/Canada AV equipment retailer and B2B distributor based in Surrey/Cloverdale, BC, shipping out of Washington State with international DHL freight. Product range spans HDMI cables to 217-inch+ 4K LED video wall systems priced at $50K–$100K+ for sports arenas, conference rooms, control centres, and retail signage. Multi-project multi-project ongoing engagement since Sep 2023.

TysonOwner / Founder, Brightlink AV
The challenge

What was holding them back?

Brightlink doesn't sell impulse purchases. A $50K LED wall is a consultative sale, not a cart-and-buy. The standard Shopify flow was working against the way Tyson's customers actually buy, and the internal team had no centralized view of quotes, pipeline, or pricing controls.

  1. 01

    Standard checkout doesn't fit a $50K–$100K+ LED wall sale

    LED video walls and 4K display systems require a sales conversation before payment. A standard Shopify cart-and-checkout flow forced a purchase decision before any of the real questions (configuration, mounting, signal distribution, lead time) were answered.

  2. 02

    Product pages were information-poor for high-consideration AV

    Customers landed on PDPs and couldn't find downloads, shipping times, SKU numbers, or the deep technical specifications they needed. Calls were the fallback for answers that should have been on the page.

  3. 03

    No LED wall sizing tool

    Customers buying configurable LED walls need to know physical dimensions, total cabinet count, pixel count, and estimated price before requesting a quote. Without an on-page tool every sizing question became a sales call before the lead was qualified.

  4. 04

    No internal tooling for the sales team and owner

    Quote requests, proposals, discounts, and pipeline state lived across email and spreadsheets. The sales team had no centralized view of leads and the owner had no high-level visibility into pipeline health, rep performance, or discount oversight.

Before / After

Before and after

Before

After

Funnel collapse: we removed a full page from the path to purchase.

Solutions

What we built to fix it

Each fix maps to a specific lift in the funnel.

  • Custom Shopify Quote App replacing cart-and-checkout

    Full-stack Shopify app on Remix + Node with PostgreSQL, Redis, BullMQ, and Clerk auth. Customers configure products, build a quote list instead of a cart, and submit a consultation request. No payment at this stage — the conversation starts first.

  • Heavily customized AV product detail pages

    Deep technical spec tabs, dynamic spec tables, FBT blocks, accordion sections driven by metaobjects, sticky tabs layout, and downloadable resources (Power Network Diagrams, NovaStar spec sheets, User Guides, Viewing Distance PDFs) on every page.

  • On-page LED wall configurator + standalone calculator

    Customer inputs cabinet count (width × height); the configurator calculates total cabinet count, physical dimensions, diagonal (Pythagorean), total pixel count, and estimated price live. Cost-per-cabinet and markup multiplier stored as admin-editable metafields so pricing can change without a code deploy.

  • Internal Sales Team Dashboard + Owner Dashboard

    Sales team gets centralized quote management, a custom proposal builder with pricing and technical documents, volume-based discount controls, status / notes tracking, PDF generation, and partial payments. Owner gets pipeline lifecycle visibility, team performance metrics, top-client identification, and discount oversight — all in one place.

The stack

What it was built on

Tools picked for the job, not for the resume.

  • Shopify Advanced
    Platform
  • Remix v2 + React 18
    App framework
  • Node.js v20 + Express
    Backend runtime
  • PostgreSQL + Prisma
    Database / ORM
  • Redis + BullMQ
    Cache / queues
  • Clerk + Shopify OAuth
    Auth
  • Google Cloud Storage
    File storage
  • Liquid + Metaobjects
    Storefront templating
How we engineer performance

Speed is a revenue lever, not a vanity score

Every Muscled build is engineered to the same standard. The numbers below are the published industry benchmarks we design against, not stand-ins for any one client's figures.

conversions per 0.1s of load-time improvement on ecommerce sites.

+8.4%

SRC: DELOITTE / GOOGLE

conversion rate for stores loading under 2s, vs the ~1.4% Shopify average.

2.4%

SRC: SHOPIFY PERFORMANCE DATA

conversion lift per 1s of mobile load-time gained, where 90% of traffic lives.

+10-20%

SRC: SHOPIFY MOBILE BENCHMARKS

// OUR PERFORMANCE GATE we don't ship unless field Core Web Vitals hold: LCP ≤ 2.5s · INP ≤ 200ms · CLS < 0.1 (p75, mobile)

Capability surface

The techniques behind a build like this

Custom Shopify app development

  • Remix v2 + React 18
  • Node.js v20
  • PostgreSQL + Prisma
  • Shopify OAuth
  • Clerk auth
  • Redis caching
  • BullMQ job queues
  • Google Cloud Storage
  • PDF generation
  • Nodemailer
  • Docker multi-stage builds
  • PM2
  • TanStack Query
  • Zustand state
  • Shopify Polaris v12

B2B quote workflow

  • Quote list (replaces cart)
  • Custom proposal builder
  • Quote PDF generation
  • Consultation-first flow
  • B2B checkout replacement
  • Volume-based discounts
  • Partial payments
  • Sales rep invite system
  • Status + notes tracking
  • Customer quote confirmation email
  • Inventory sync

Internal sales tooling

  • Sales Team Dashboard
  • Owner Dashboard
  • Pipeline lifecycle tracking
  • Per-rep performance metrics
  • Conversion + response-time tracking
  • Top-client identification
  • Discount oversight + approval
  • Filterable quote views
  • Client insights per quote
  • AI voice composer
  • Warranty manager

AV-specific PDP + LED configurator

  • 18 custom product templates
  • On-page LED wall configurator
  • Hybrid customizer + JSON metafields
  • PI (Product Intelligence) namespace
  • Dynamic spec tables
  • Sticky tabs layout
  • Metaobject-driven accordions
  • FBT blocks
  • Downloadable resources
  • Admin-editable pricing metafields
  • Standalone Screen Size Calculator page
Storefronts

One build. Multiple markets.

Same theme code across markets, with localized pricing, currency, and region-specific content routed automatically.

  • North America

    Primary storefront / B2B + B2C AV equipment
    • Shopify Advanced
    • Custom Quote App
    • B2B quote workflow
    • 18 custom PDP templates
    • PI metafield namespace
    • On-page LED configurator
    • Internal sales dashboard
    North America screenshot
    Served from the same Shopify Markets build. Dedicated capture not included.
Full build · sections

Every section, built mobile-first

The full build is many numbered sections, each designed for the phone first. The rail below shows a sample. Scroll horizontally to step through.

The results

What the work delivered

Each number is reconcilable to the founder's own reporting.

Commits on the custom Quote App
1,384

Full-stack Shopify app (Remix + Node + PostgreSQL) replacing standard checkout with a B2B quote ecosystem. Customer-facing quote flow, sales team dashboard, and owner dashboard.

SRC: Muscled-clients-repo/Brightlink-Quote-App, 2026-04-27

Active multi-project ongoing relationship
3+ yrs

Continuous engagement since Sep 2023 across 5 active repos: original theme, custom Quote App, standalone sales dashboard, theme refresh, and a clean dev store.

SRC: vault relationship_status, GitHub repo history, 2026-04-27

Average order value
$5K–$10K+

AV equipment from HDMI cables to 217-inch+ 4K LED video wall systems priced at $50K–$100K+. Quote-first workflow built specifically for high-consideration B2B purchases.

SRC: vault client.yaml, 2026-05-21

Ready to ship yours?

Let's talk about what you want to ship.

A 3+ year multi-project ongoing engagement that grew from a Shopify theme into a custom full-stack app, an internal sales dashboard, an owner pipeline view, 18 templated AV PDPs, an on-page LED wall configurator, and a theme refresh. The proof point that Muscled does serious engineering work, not just theme redesigns.

Book a free store audit View all case studies
30 minutes. No deck.