Home Case Studies Cadillac Europe & KW Parts

Cadillac Europe & KW Parts

Explore how Europe’s leading distributor of American auto parts and a General Motors subsidiary drove innovation in automotive ecommerce — launching distinct yet complementary B2B and B2C storefronts across 30 countries.

4M+

products across catalogs

countries powered by Virto Commerce

business models (B2B + B2C)

1 sec

average indexing & search speed

Key Achievement

Virto Commerce and Mardi Gras transformed KW Parts’ digital ecosystem into a headless, modular platform serving B2B clients across 30 countries, then used that same foundation to launch Cadillac Europe’s B2C webstore in just three months post-design approval.

“

Together with Virto Commerce and Mardi Gras, we have now laid the foundation for a scalable platform to streamline our administrative processes with a backend that can be deployed for several ecommerce stores.

Linda HedbergeCommerce Manager, KW Parts

Challenge

Following its 2024 four-year partnership extension with General Motors, KW Parts needed to modernize its ecommerce architecture to support both its existing B2B business and a new Cadillac Europe B2C launch.

As GM rolls out its all-electric vehicle portfolio across Europe, KW Parts also needed to be ready to scale distribution, logistics, and technical support for new product lines.

Solution

After a thorough audit of KW Parts’ existing architecture, Mardi Gras selected Virto Commerce and implemented a headless, modular platform, creating distinct but complementary storefronts for both brands. Three capabilities were central:

Headless approach and scalability: Virto’s Commerce Engine handles all business logic and product enrichment on the backend, while both storefronts are customized independently
Seamless third-party integrations: API-first architecture enables ERP integration for KW Parts, Elastic search indexing for fast retrieval across the 4M catalog, and a Briqpay payment module for Cadillac’s B2C checkout
Fast time-to-market across regions: KW Parts’ primary B2B ecosystem was established first, then used as the foundation for Cadillac Europe’s B2C store

Result

Both storefronts are live and serving European markets. Key outcomes include:

Cadillac Europe B2C webstore launched three months after design approval
Transactions supported in EUR and SEK with automatic currency updates
Search results delivered in under 1 second across a 4 million-product catalog
Centralized payment admin via Briqpay handles all payment orders regardless of payment vendor

One platform, two brands, two models

Cadillac Europe B2C live in 3 months

Automatic currency updates across 30 countries

B2C-like experience for wholesale B2B

Business Benefits

KW Parts’ B2B digital ecosystem serves as a reusable foundation for future storefronts — a critical structural advantage as GM expands its EV portfolio across Europe.
Decoupled frontend-backend architecture means both brands can evolve their storefronts independently — new design, new market, new brand — without touching the commerce engine.
Elastic integration indexes the 4M-product catalog and delivers sub-second search.
Briqpay centralized payment interface gives admins a single view of all payment orders regardless of payment method or vendor, reducing reconciliation effort.
Umbraco CMS integration for Cadillac gives the brand team direct content control without relying on KW Parts’ workflows or infrastructure.

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