Rebuilding Indonesia’s largest bicycle retailer on Magento 2
Rodalink came to us with a platform that had outgrown its own business. What began as an upgrade became a rebuild: over 200 custom modules and a full design revamp, delivered without taking a national retail operation offline.
About Rodalink
Founded in 1997 and part of the Insera Sena manufacturing group, Rodalink is Indonesia’s first and largest bicycle retailer. Dozens of outlets across Indonesia, plus an established presence in Singapore and Malaysia, serve everyone from first-time riders to racing professionals, bikes, components and accessories from world-renowned brands, sold through both physical stores and e-commerce.
The challenge
A retailer at Rodalink’s scale doesn’t present a single problem. Their requirements ran deep enough that a conventional upgrade wouldn’t reach them: pricing and inventory behaviour tied to a dozens-strong outlet network, product data spanning complete bicycles down to individual components, and a customer base ranging from casual buyers to professionals who need exact specifications before they’ll purchase.
The site also had to look like the market leader it belongs to. Function alone wasn’t enough.
Our approach
We scoped the work honestly with the client: given the depth of customisation required, the project was effectively a new website wearing an upgrade’s name. That framing shaped everything after it, we planned for a build, not a patch, and set the timeline accordingly.
Over 200 additional modules were developed or tailored, each mapped to a specific business rule rather than installed off the shelf. Alongside the functional work, the interface was substantially redesigned, lifting the storefront to match Rodalink’s standing in the market.
What we delivered
- 200+ custom modules. Each tailored to a specific operational requirement rather than adapted from a generic extension.
- Full design revamp. A redesigned storefront aligning the digital experience with Rodalink’s position as market leader.
- Built to scale. Architecture and module structure designed around continued expansion, more outlets, more SKUs, more markets.
Services delivered
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