The Challenge.
AMH Goods is a sports jersey shop, and jersey retail is a catalog problem before it is anything else. The store runs more than 450 products with over 2,000 variations behind them, which comes to roughly 2,500 sellable items, organized into 134 categories arranged as a hierarchy: league, then club, then player, then season. A catalog that size creates three problems at once. Shoppers have to be able to find one jersey without scrolling past two thousand others. Every product carries its own set of sizes and variations, so the product pages have to stay clear instead of turning into a wall of dropdowns. And the whole catalog has to feed the paid ad channels the business runs on, without anyone rebuilding the product list by hand for each one.
What I Built.
This one was an Elementor Pro build on the hello-elementor base rather than a custom-coded theme, so the design work happened in the builder. I custom-code by default and say so plainly, and this is the exception that proves I will use the right tool when a client’s existing stack and catalog scale call for it. The engineering was in the catalog: making 2,500 items findable, keeping variation-heavy product pages usable, wiring the store to five ad platforms, and writing one small custom plugin to fix a checkout problem the right way.
- Faceted filtering at scale. Two filter engines let shoppers narrow roughly 2,500 items by league, club, player, and size, so a specific jersey is a few clicks away instead of a long scroll.
- A 134-category hierarchy. The catalog is structured league to club to player to season, which keeps browsing predictable and gives the filters clean facets to work against.
- Variation swatches with per-variation imagery. For a catalog this variation-heavy, each option shows the right image instead of a generic product photo, so shoppers see what they are actually buying.
- A five-channel product feed. The one WooCommerce catalog is syndicated to Google, Meta, Pinterest, Snapchat, and Reddit, so the ad platforms stay in sync with the store without manual re-entry.
- Bulk spreadsheet catalog management, which is the only sane way to maintain a catalog of this size.
- A custom shipping plugin (Shipping Tweaks) that hides paid shipping rates whenever a free rate qualifies, so customers are not shown a paid option they do not need. It is a targeted checkout fix written as clean custom code rather than another heavy third-party plugin.
- Performance and security hardening to keep a heavy store fast and safe under a large catalog and live ad traffic.
By the Numbers.
| Metric | Count |
|---|---|
| Products | 450+ |
| Variations | 2,000+ |
| Sellable items | ~2,500 |
| Categories | 134 |
| Ad channels fed | 5 |
The Result.
AMH Goods runs as a single WooCommerce catalog that carries more than 450 products and over 2,000 variations, about 2,500 sellable items, across 134 categories. Shoppers can filter down to the exact jersey they want, the product pages stay clear despite all the variations behind them, and the same catalog feeds five ad platforms without duplicate data entry. It is proof that WordPress and WooCommerce can carry a large, technical store when the catalog, the filtering, and the feed are built to handle the scale.
