Continental Automotive partnered with Comwrap Reply to launch a new webshop for service-based products—built on Adobe Commerce Cloud. The platform enables seamless purchase, subscription billing, and license management across multiple regions, marking a key step in Continental’s digital transformation.

The Challenge

Continental Aftermarket introduced a new generation of service-based products that required a digital sales platform capable of handling not only one-time purchases but also ongoing monthly payments. Existing e-commerce infrastructure was optimized for traditional product sales, not continuous service billing and license renewals.

To successfully go to market, Continental needed to:

• Implement a digital channel supporting subscription-based business models.
• Deliver a state-of-the-art customer experience aligned with Continental’s global brand.
• Automate complex license and renewal workflows.
• Ensure deep integration with backend systems for billing, order management, and analytics.

The challenge was to create a flexible, scalable solution that could evolve with the company’s growing portfolio of service products—without disrupting existing operations.

The Solution

A Future-Ready Webshop for Service-Based Products

Comwrap Reply built the new webshop on Continental’s existing Adobe Commerce Cloud platform, leveraging shared infrastructure to ensure consistency, speed, and efficiency.

A new frontend was designed and developed in full alignment with Continental’s global brand guidelines, providing a modern, intuitive experience for customers. The webshop manages the full lifecycle of service products—from initial purchase to ongoing monthly renewals—while maintaining compliance, performance, and reliability.

Key Solution Highlights:

• Automated License Lifecycle: From activation to monthly renewals, licenses are automatically managed through API connections with the Service Product Tool.
• Subscription Billing: Recurring payments are processed via Adyen, starting from the first month, ensuring a frictionless customer experience and consistent revenue flow.
• Smart Checkout Flow: The checkout process was customized to collect all information needed for service activation, integrating seamlessly with backend systems.
• Integrated Operations: Order and invoice data are synchronized with the SAP ERP system, automating financial processes and reducing manual effort.
• Marketing Flexibility: A voucher and discount logic was implemented to support dynamic promotional campaigns across multiple markets.

The solution not only modernized Continental’s digital sales capabilities but also set the foundation for future service innovations and business models.

How we did it

To bring Continental Automotive’s new service-product webshop to life, Comwrap Reply followed an accelerated yet structured implementation approach that combined platform reuse, agile delivery, deep integration expertise, and exceptionally close alignment with Continental’s business and technical stakeholders. The project began by onboarding the new solution onto an existing Adobe Commerce Cloud instance operated by another Continental business unit—a strategic decision that allowed us to leverage pre-established infrastructure, security baselines, and enterprise governance while reducing cost and implementation time. From there, we developed a brand-new frontend fully aligned with Continental’s global design system, ensuring that the new webshop would feel instantly familiar and reflect the premium quality expected from the Continental brand.

Behind the scenes, we built an API-driven integration layer to handle the complexity of service-based products. This meant designing workflows that could reliably exchange customer records, license information, product types, and activation data between Adobe Commerce and Continental’s Service Product Tool. We worked closely with Continental’s internal IT teams to map data flows, validate technical rules, and ensure all required information for product activation was captured during checkout. To enable monthly subscription billing, we integrated Adobe Commerce Cloud with Adyen’s recurring payments APIs—configuring payment schedules, fallback logic, and the first-month billing rules that underpin Continental’s service model.

A major focus was operational automation. We implemented recurring license checks, renewal triggers, and status updates that run autonomously without manual intervention, ensuring customers always have uninterrupted access to the services they purchased. Order and invoice data were synchronized with the SAP ERP system in real time, creating a seamless bridge between the webshop and Continental’s financial ecosystem. This ensured that online orders fit naturally into established accounting, fulfillment, and reporting processes.

Throughout the project, we worked in iterative sprints—aligning with multiple business units, validating requirements directly with the product owners, and performing continuous testing of end-to-end user journeys. Multilingual enablement (German, Italian, Spanish, English) and region-specific configurations for EU and UK markets were rolled out early, allowing Continental to expand quickly without structural changes. The result is a high-performance, fully integrated webshop that supports Continental’s shift toward digital services while preserving the operational continuity and brand integrity that the company is known for internationally.

About the Client

Continental Automotive is a global technology company and one of the world’s leading automotive suppliers. Its Aftermarket division provides innovative solutions for repair, maintenance, and digital vehicle services. With operations in over 50 countries, Continental continues to redefine mobility through technology, sustainability, and customer-focused innovation.