American Freight is a discount furniture and mattress retailer with 60+ stores nationwide. In July 2026 the company launched a rebuilt americanfreight.com so shoppers could see what is actually available at their local store, buy online, and pick up in store with the same confidence they get on the floor.
Endertech partnered with American Freight on the new Shopify storefront and the system architecture behind it: a custom STORIS connection, store-level inventory visibility, and a My Store experience that is not native Shopify.
Client Context
American Freight sells furniture and mattresses through a nationwide store network. Online only works for this model when the catalog respects local stock. A national product list that ignores the shopper’s store creates false availability, weak pickup, and trips that do not match what the site promised.
The prior ecommerce stack was nopCommerce. The move to Shopify was part of a restructuring that preceded Endertech’s engagement. STORIS remained the operational system of record for inventory, pricing, and orders. Endertech’s job was to build the new Shopify storefront and design the architecture so STORIS and Shopify stay aligned as the store network operates day to day. For how we approach that class of storefront and ERP work, see our nopCommerce to Shopify page.
The Challenge
Local inventory is the product. Shoppers need to know what is in stock at their store before they drive or choose pickup.
A modern storefront on Shopify. The new site needed a mobile-first furniture experience tied tightly to retail operations, not a disconnected national catalog.
ERP is non-negotiable. Inventory, pricing, and order handling live in STORIS. Ecommerce cannot be a disconnected catalog.
Omnichannel expectations. Buy online / pick up in store, accurate availability, and a simple checkout have to work together across 60+ locations.
Endertech’s Role
Endertech owned planning, design, and implementation for the Shopify site and the integration architecture, and continues on support and new features after launch:
Shopify storefront implementation for furniture and mattress shopping
Catalog structure and product data for the new Shopify storefront
Custom middleware between STORIS and Shopify for multi-location inventory, pricing, and orders
My Store selection and store-aware catalog / cart behavior
Buy online / pick up in store flows backed by store-level inventory and STORIS order sync
Ongoing enhancements after the July 2026 launch
Lead Feature: My Store
The centerpiece of the experience is My Store. Shoppers open Find My Store (header or product page), search by ZIP, city, or location, and choose Set As My Store. From that point the site treats their selection as the shopping context for both price and availability.
Once a store is set, product grids hide items with no inventory at that location. Product pages show that store’s price and availability, and Add to Cart turns on only when the variant is in stock there. The cart carries store context, and middleware re-checks inventory by location so pickup and local availability stay honest. If an item is not available at the selected store, shoppers can see nearby stores that have it and switch.
Shopify Liquid cannot natively list every retail location the way this experience needs, so the architecture uses location metaobjects plus STORIS-synced inventory behind a custom theme and middleware stack. That My Store behavior is not out-of-the-box Shopify.
What We Delivered
Shopify storefront
A rebuilt americanfreight.com with improved search and filtering, richer product detail, and mobile-first layouts. American Freight’s July 2, 2026 newsroom announcement highlighted faster pages, clearer product information, inventory visibility, buy online / pick up in store, and a simpler path from browse to purchase.
STORIS middleware and system architecture
Endertech implemented and customized middleware so Shopify reflects STORIS-backed inventory and pricing across store locations, and so ecommerce orders flow back into STORIS with the location attributes operations need (stock, sell, pickup, and ship context). Catalog structure, metafields, and purchase-status rules were designed so merchandising and availability stay maintainable as the assortment changes.
Omnichannel pickup and inventory confidence
Buy online, pick up in store sits on the same store-aware foundation: shoppers see availability for their My Store and place orders that go into STORIS with the right store context for local pickup. That is store-level inventory truth backed by middleware, not a generic warehouse catalog with native platform pickup bolted on.
How It Landed
Work moved from discovery and planning into implementation across storefront, catalog, and STORIS integration, then into launch. American Freight publicly launched the new site on July 2, 2026. Endertech remains on the account for support and follow-on features as the platform roadmap continues (including areas American Freight has publicly flagged such as financing, protection-plan activation, and additional fulfillment options).
Outcomes
We provided a store-aware Shopify and STORIS architecture because a furniture retailer with 60+ locations cannot treat ecommerce as a single anonymous warehouse, and American Freight launched a Shopify storefront in July 2026 with My Store inventory filtering and buy online / pick up in store, connected to STORIS through custom middleware.
At launch, American Freight’s VP of IT & Ecommerce, Shawn Stevenson, said: “We built this site around how customers actually want to shop today — quickly, on any device, with confidence that what they see online is what’s available in store. Pairing that experience with the in-store values American Freight is known for makes furnishing a home easier from the very first click.”
Why This Matters
Furniture ecommerce fails when the site cannot tell the truth about the store network. American Freight’s program shows how Endertech approaches that problem: Shopify for the customer experience, STORIS as the operational backbone, and custom architecture (including My Store) where native platform behavior is not enough.
Related Solutions
Explore more of our nopCommerce to Shopify, furniture retail work, ecommerce platform migrations, and Shopify–STORIS integration. If you are planning a similar store-aware Shopify program, talk with Endertech.