The digital agency has delivered an award-winning eCommerce platform driving global growth for Ironman 4×4

Ironman 4×4, a Melbourne-founded manufacturer of rugged off-road vehicle components, has taken a major leap forward in its global expansion efforts with the rollout of a fully integrated, enterprise-grade eCommerce platform.
This award-winning project, which earned the 2025 iTnews Benchmark Award for Best Retail Project, was delivered in partnership with digital agency Soul+Wolf and Netsuite Implementor, PKF Digital. It involved a bespoke integration of Shopify Plus and Oracle NetSuite, streamlining operations across multiple continents while significantly improving the B2B ordering experience for distributors.
With a legacy dating back to 1958 (formerly Jacob Spring Works), Ironman 4×4 has grown from local suspension specialists into a recognised global brand serving recreational drivers and military fleets alike.
Yet, as demand for its products grew internationally, outdated technology began to constrain the business.
Until recently, the company relied on a decades-old ERP system and disconnected global operations, resulting in manual processing, inconsistent user experiences and missed opportunities for automation.
“Our mission was clear: digitally transform Ironman 4×4 to improve global efficiency and enhance the customer experience, particularly for B2B clients,” Soul+Wolf Co-Founder and Managing Director, Marco Rosano said.
The new platform was built on Shopify Plus with a fully customised B2B ordering interface and seamless NetSuite integration.
Designed to handle the complex data needs of a multinational parts supplier, the solution now delivers real-time visibility across key business data points – inventory, pricing, vehicle compatibility, warranty claims and more – via a single source of truth.
To mention just a few, users can now pull real-time data on customers, companies, vehicles, products, stockists, inventory, complex pricing rules, warranty claims, and general enquiries.
Since go-live, Ironman 4×4 says it has recorded a 20 percent increase in B2B orders within the first two months, with marked improvements in operational efficiency, order accuracy, and user satisfaction.
Beyond functionality, the platform was engineered for growth. Each regional store – Australia, USA, Thailand and beyond – is tailored to the buying behaviours and market conditions of that geography.
While Australian users are guided through an interactive “build-your-vehicle” catalogue designed to drive in-store sales, US customers are served through a full direct-to-consumer (D2C) online shopping experience.
The back-end system accommodates multi-language, multi-currency needs, and even allows B2B clients to place international container-load orders where required.
With SEO improvement as a key focus of the migration, Ironman 4×4 also achieved a record high 23 percent increase in Google search visibility, driven by an enhanced user experience and streamlined content management capabilities.
With further rollouts planned across Asia and Europe, Ironman 4×4 says its digital revamp sets a compelling benchmark for other aftermarket suppliers seeking to modernise legacy systems and scale both locally and globally.

If you have questions about how to elevate your eCommerce experience, Soul+Wolf invites you to contact its team on hello@soulandwolf.com.au, call on 03 7018 8138, or visit www.soulandwolf.com.au

To explore Ironman 4×4’s newly launched site, visit www.ironman4x4.com.au