Product SKUs organized into a clean, navigable catalog structure
Premium tactical brands integrated with brand-specific category pages
Free shipping threshold driving higher average order values
Money-back guarantee implemented as a trust-building conversion lever
Allied Surplus is a Phoenix, Arizona-based military surplus retailer with one of the most comprehensive tactical gear catalogs in the US market.
Serving military personnel, law enforcement officers, outdoor enthusiasts, and civilian collectors, Allied Surplus carries 1,000+ products from 12+ premium brands including 5.11 Tactical, Propper, Rothco, Belleville, and Condor. The challenge was transforming a deeply stocked but structurally complex store into a high-conversion, SEO-optimized e-commerce platform built for the modern buyer.
Product Categories We Structured
Six primary verticals, each with deep subcategories and brand-specific landing pages.
Apparel & Uniforms
ACUs, BDUs, ABUs, tactical shirts, pants & shorts
Footwear
Combat boots, side-zip, waterproof, flight boots
Backpacks & Bags
Tactical packs, duffle bags, ammo pouches, gun & range
Headwear
Baseball caps, military covers, patches & hats
Emergency Supplies
Knives, flashlights, self-defense, survival gear
Gifts & Novelties
Custom dog tags, military T-shirts, collectibles
Featured Brands
Our Strategic Role
We served as Allied Surplus's full-stack e-commerce and digital strategy partner — from platform architecture to conversion optimization and SEO. Every decision was guided by one objective: connect the right buyer with the right gear, faster.
E-Commerce Architecture
Restructured the full product catalog, category hierarchy, and navigation to support 1,000+ SKUs across 10+ categories and 12+ brands without overwhelming the user.
UX & Conversion Design
Redesigned the user journey from homepage discovery to checkout — reducing friction at every step and increasing conversion rate for high-intent tactical gear buyers.
SEO & Content Strategy
Built a technical SEO foundation and category-level content strategy to capture organic traffic from military, law enforcement, and outdoor enthusiast search queries.
Brand & Visual System
Created a consistent visual identity system — military-inspired yet commercially clean — applied across product pages, banners, and promotional materials.
A military surplus store needs more than products — it needs a platform that earns the trust of those who served.
Platform Delivered
A structured, high-performance military e-commerce platform built to support 1,000+ products, 12+ brands, and a growing base of military and tactical gear buyers across the United States.
Catalog Architecture
10+ categories, 30+ subcategories, brand pages for 12 tactical brands
Conversion Optimization
Streamlined checkout, trust signals, and clear product hierarchy
SEO Foundation
Category-level SEO, structured data, and targeted military keyword strategy
Brand Visual System
Military-inspired, commercially clean design across all touchpoints
Custom Dog Tags
Dedicated personalization flow for the custom dog tag product line
Mobile Commerce
Fully responsive platform optimized for mobile tactical gear buyers
Product SKUs organized into a clean, navigable catalog structure
Premium tactical brands integrated with brand-specific category pages
Free shipping threshold driving higher average order values
Money-back guarantee implemented as a trust-building conversion lever