A large agricultural tractor with red wheels

Emmark

Emmark migrated from their existing bespoke platform to Magento 2 Hyvä to make use of a more feature rich, modern environment, while adding bespoke Search requirements to improve customer UX.

Client Link

emmarkuk.com

Services Used

KEY RESULTS.

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Improvement in homepage load times

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Improvement in mobile PDP load time

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Quicker search results on mobile

FASTER FRONTEND BUILDS

Hyvä enables faster, cleaner development than traditional Luma builds – particularly when compared with heavier, pre-built themes like Porto.

The Hyvä-based UI provided a cleaner, faster, and more intuitive customer experience, especially for B2B users who rely on part compatibility and quick product lookup.

Behind the scenes, an automated import pipeline now refreshes the entire catalogue overnight via MAMsoftware, removing the need for manual updates and keeping data perfectly in sync. Meanwhile, the upgraded search, supporting OEM, SKU, and customer-specific codes, makes finding the right part effortless, boosting both usability and customer confidence.

The new search functionality now supports OEM, SKU, and customer-specific codes, giving users multiple ways to find exactly what they need - fast.

This efficiency is driven by Hyvä’s modern architecture, which strips away much of the legacy complexity found in traditional Magento front ends. By using a leaner framework and simplified codebase, Hyvä reduces load on both the server and the browser, resulting in faster rendering and more consistent performance across devices.

BACKGROUND.

Emmark is a family-run business and one of the UK's leading distributors of replacement parts for agricultural and industrial machinery.

Established with a mission to provide quality products and excellent service at competitive prices, Emmark offers an extensive range of over 12,000 parts including tractor engine spares for classic, vintage, and modern machinery.

With worldwide export coverage to over 70 countries, Emmark serves both individual customers and wholesale clients across a broad spectrum of agricultural and industrial sectors.

The objective for the Magento 2 Hyvä project was to modernise Emmark’s eCommerce platform, creating a faster, more intuitive experience for users. The new build needed to support seamless integration with the company’s ERP system, ensuring data accuracy and automated updates.

Enhanced search performance and SEO improvements were also central to the brief, helping Emmark’s products reach the right audiences with greater efficiency.

BRIEF.

Emmark runs its product, customer, pricing, and order data through MAMsoftware, a specialist ERP for the automotive sector.

Their previously custom-built website integrated directly with MAMsoftware but was complex, expensive to maintain, and lacked scalability it needed.

The goal was to migrate to a modern Magento 2 platform using a Hyvä frontend. This delivers a faster, leaner, and more maintainable website architecture while improving user experience, search performance, and automation.

A major technical focus was enabling customers to find product parts efficiently based on make, model, year, or engine criteria via an intelligent Part Finder system.

Laptop displaying a tractor parts category page for Emmark on Hyvä Magento

HOW WE HELPED.

Hyvä theme design

After receiving the project brief and undertaking a top-level discovery in terms of required functionality and integrations, we recommended a bespoke Magento 2 website leveraging the Hyvä theme.

This approach allowed Emmark to maintain their strong brand identity while gaining more control over user experience (UX) and improving site performance.

To guide the design strategy, a thorough review of Emmark’s customer base and market was conducted, including analysis of customer journeys and behaviour patterns. This research revealed evolving customer needs, particularly the demand for efficient, accurate parts search and retrieval, helping tailor the UX design to meet a clearly defined and changing audience.

The design phase began with wireframes created collaboratively with Emmark’s team to identify the most effective layout and functionality.Once agreed, the project moved into full design implementation, focusing on core pages such as the homepage, product listings, and advanced parts finder interfaces, all optimised using the Hyvä theme’s performance benefits and modern development practices.

Highlights of the Hyvä implementation

We adopted the Hyvä theme to dramatically reduce code complexity compared to traditional Magento front ends like Luma or PWA, resulting in faster development, easier long-term maintenance, and a cleaner foundation for future growth. By leveraging Hyvä’s lightweight framework, page weight was reduced and Core Web Vitals improved, with typical load times now under two seconds. Its fast, mobile-responsive design also helped strengthen SEO performance and overall search visibility.

Challenges and limitations

The Hyvä-based UI provided a cleaner, faster, and more intuitive customer experience, especially for B2B users relying on part compatibility and fast product lookup. Additionally, The automated import pipeline ensured full overnight updates from MAMsoftware without manual intervention. The enhanced search system supports OEM, SKU, and customer-specific codes, allowing users to pinpoint the exact components they need with precision.

HOW WE HELPED CONTD.

Hyvä-Driven frontend upgrade

Using the Hyvä Theme provided a modern, performance-oriented frontend built with reduced dependencies, eliminating technologies that traditionally complicated Magento development.This simplification enabled quicker implementations, improved developer efficiency, and lowered technical debt while delivering a superior front-end user experience.

Hyvä SEO and performance

By leveraging Hyvä’s optimised structure, every Part Finder combination (make, model, year, engine) automatically generated SEO-friendly URLs with editable metadata.This approach aligned perfectly with Hyvä’s strong SEO foundation, boosting Google Lighthouse scores and compliance with Core Web Vitals metrics.

Custom Hyvä integrations and server-side imports

A bespoke import system was developed to automatically sync product and category data from MAMsoftware each night. The import processes used direct database operations for speed and resilience while integrating with Magento’s message queue for safe, incremental updates.This ensured reliable product mapping and minimised downtime even with large datasets.

Advanced search and OEM indexing

Custom indexing extended Magento’s OpenSearch implementation to separate core product, OEM, and customer-specific identifiers. These worked seamlessly with custom Hyvä search templates to deliver fast, responsive, and logically grouped search results.