2025 MACH Impact Award winner, Best Retail Project: 10% conversion uplift, 90% faster content updates
This leading automotive aftermarket company replaced 12+ year-old legacy platforms with a composable MACH architecture that now supports the growth of its multi-brand B2B automotive parts distribution business across Europe. The automotive commerce modernization results speak for themselves:
2025
MACH Impact Award winner: Best Retail Project
10%
conversion uplift through a frictionless Vehicle Lookup feature
5%
increase in add-to-basket rates through enhanced product pages
90%
faster content updates, accelerating time-to-market
“Our new composable commerce platform equips us with stable, secure, and agile foundations critical for future growth across the UK and Europe. Embracing MACH architecture and real-time data streaming gives our teams timely, actionable insights, enabling us to consistently deliver exceptional customer experiences and swiftly adapt to changing market demands.”
—Rishi Chhaniara, Director of Digital
Ready to grow but held back by legacy platforms
This European automotive aftermarket company is one of the largest, with over 200 brands across 900+ locations. But its digital commerce platforms were more than a decade old, lacking the agility, performance, and personalization that today’s digital-first customers expect.
The business was ready to expand its direct-to-consumer reach, but the tech stack was slowing everything down. Many of the experiences modern customers expect, like rapid experimentation, UX optimization, product range expansion through drop-shipping and partner integrations, mobile apps, in-store capabilities like click-and-collect, curbside pickup, digital kiosks, loyalty programs, and customer lifetime value optimization, were simply out of reach without time-consuming workarounds.
To future-proof its business and unlock the next chapter of growth, the company needed an automotive commerce modernization.
A future-proof transformation with MACH and composable commerce
The company partnered with Grid Dynamics to replace its aging platforms with a composable commerce ecosystem built on MACH (Microservices-based, API-first, Cloud-native, Headless) principles. The initial phase began with its top two UK retail and B2B brands.
Avoiding the pitfalls of a “composable monolith,” the new ecosystem was designed around clearly defined domains that allowed faster iteration, reduced release cycles, and made continuous improvement significantly easier. Each domain, like Search, PDP, Checkout, My Account, Order Management, and more, is supported by best-of-breed, MACH-certified SaaS solutions, including commercetools for core commerce, Contentful for content management, Algolia for search, and others, all running on AWS cloud infrastructure.
A real-time, event-driven data layer built using AWS Kinesis eliminates hundreds of brittle point-to-point integrations and unlocks a truly decoupled architecture. With this foundation, where data is treated as a “first-class citizen”, the company is now ready to harness ML and AI for personalization and automation.
Finally, the company made the switch to MACH without immediately sunsetting its legacy platform, thanks to a hybrid dual-running rollout strategy. With traffic-splitting and A/B testing in place, the team could monitor performance and deliver value from day one without disrupting day-to-day operations.
Conversion, content velocity, and personalization
Their new composable commerce ecosystem is agile, scalable, and built for long-term innovation that supports the company’s ambition to grow its direct-to-consumer business across Europe and drive measurable results.
- 10% uplift in conversions from an improved vehicle lookup experience
- 90% faster content updates, enabling agile marketing and merchandising
- 5% increase in add-to-basket rates through enhanced product pages
- 2% revenue growth driven by a redesigned checkout
- Real-time inventory visibility across DCs, stores, and partner workshops
- $250M+ in online sales supported annually, with a scalable foundation for multi-brand growth across Europe
- Established the foundation for “Fit it For Me” functionality, connecting drivers to 30,000+ workshops across the UK
Best Retail Project winner at the 2025 MACH Impact Awards
The MACH-driven transformation was recognized with two award nominations: Best Platform Transformation and Best Retail Project at the 2025 MACH Impact Awards, winning the latter, highlighting both its technical achievement and commercial success.
Download the full case study to explore how this leading European automotive aftermarket company and Grid Dynamics delivered measurable results through composable commerce, while laying the groundwork for AI, personalization, and scalable growth.
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