One shared commerce platform that brings online shoppers into distributors' dealers, with daily visitors up from under 100 to 10,000

Sell aftersales online, without each distributor building a shop or bypassing its dealers

The regional HQ saw e-commerce as an extra aftersales channel for parts, lubricants, maintenance products and prepaid service packages, and as a new touchpoint between customers and distributors. Most distributors had no online shop, and a separate build in every market would have multiplied cost, security work and maintenance.

Selling online also had to help the dealer network, not compete with it. A dealer earns most when the customer comes into the workshop, where it can service the car and offer more. And the regional HQ had no common view of marketing: each distributor and its agency wanted to add its own tracking code, so results could not be compared across markets.

One platform for every distributor, built around the dealer visit and measured the same way everywhere

We run a single Adobe Commerce instance in which each distributor gets its own website and store, with its own catalogue, prices, payment, delivery and language. A store for a new distributor starts from a standard template with fixed scope, and capabilities such as B2B ordering and VIN search are built once and offered to the next distributor.

Every order leads somewhere useful for the distributor. Customers can have products delivered, collect them at the nearest dealer, or choose installation at a dealer. Maintenance bundles and service vouchers, such as an oil change, are sold as products and redeemed at the dealer the customer picks, which gives the dealer a visit and a chance to offer more. VIN search, fed by the global HQ's parts catalogue, makes sure the part fits the customer's own vehicle.

To measure all of this, the tag manager acts as the traffic controller. The store sends one standard set of events, and the regional HQ's container passes them to analytics, Meta Pixel and the Google Merchant Center feed for Shopping ads. The regional HQ owns the analytics and publishes tag changes; each distributor and its agency run their own social and search campaigns with edit rights and shared campaign naming rules. A monthly report follows the same funnel in every market, from sessions to basket to purchase.

Closer to the workshop, and more distributors on the platform

The next steps build on the same platform and the same measurement: sharper campaign data, a direct path from online purchase to a booked workshop slot, and more distributors.