Auto parts ecommerce with hundreds of thousands of SKUs, and margin walking out the door with every order.
For aftermarket commerce leaders
Each customer's and region's price, written once.
Each rule carries role, customer type and priority in the Commerce Rules Engine (CDL Workspace), and Contextual Pricing derives the price with tax already built in.
Illustrative scene with a real CWS Platform screen in a demo version. People, stores and on-screen data are fictitious.
In the stockroom · Reseller buyer
The buyer switches cars in the garage, and the list already shows what fits it.
The cars the shop works on stay saved in the portal; one tap filters the catalog again by that vehicle's fitment.
Illustrative scene with a real CWS Platform screen in a demo version. People, stores and on-screen data are fictitious.
In the morning · Auto parts retailer
The overnight order is ready when the store opens.
The Procurement Agent built the cart after hours, at the contract price; whatever exceeded the credit limit waits for a person to approve it.
Illustrative scene with a real CWS Platform screen in a demo version. People, stores and on-screen data are fictitious.
At the counter · Counter salesperson
The right part by the car, not by the code.
The salesperson types the part and the car and sees only what fits it, with that customer's price and what is on the shelf.
Illustrative scene with a real CWS Platform screen in a demo version. People, stores and on-screen data are fictitious.
Industry solution · Auto parts
In the aftermarket, the pain is volume: a parts catalog with fitment by vehicle, price by customer and region, reverse freight, returns and warranty, and the end-of-month reconciliation with the automaker. Every order carries a transaction cost that eats into margin before the part even leaves the warehouse. As an auto parts ecommerce platform, CWS Platform digitizes the decision, not just the channel, without taking the counter off the stage.
In short
An auto parts ecommerce platform starts with the catalog that links each SKU to the vehicle it fits. On CWS Platform the buyer finds the part by fitment and context, not just by code, and sees their own price, with Brazil's federal and state taxes (IPI, ICMS, ST) and freight calculated on the order. A catalog that arrives raw, in PDF or spreadsheet, can be treated with AI.
- The fitment table links the SKU to the vehicle or equipment it fits, with equivalence across brands. Source: Product Catalog & MDM (Catalog Engine).
- Price by customer and region comes from Contextual Pricing, with tax already built into the price. Source: B2B pricing engine.
- The rep stops processing orders and starts negotiating the book of business. Source: guided selling.
- At Imdepa, an auto parts distributor, the B2B portal activated 153 customers in 3 years. Source: Imdepa case.
A technical catalog, with fitment and equivalence across brands, is one of the criteria in the guide to choosing a B2B ecommerce platform. For store networks that sell parts and tires from each location's stock, store fulfillment shows the single order with pickup and delivery.
Inside the platform
From the customer's garage to the stock of the store that serves them
Three moments of an auto parts distributor on the CWS Platform portal: the saved car, the parts that fit it and the regional branch's stock.
Customer's garage
The customer's car stays saved, and the search starts from it
The workshop saves the vehicles it services in the Garage. One click on Find parts filters the catalog by that car's fitment, no part number needed.
Pain it removes: orders stalled because the customer doesn't know the part number.
CWS Platform demo screen, completed with fictitious data to show the use.
Parts by fitment
Only the parts that fit the chosen car show up
With the vehicle selected, the list brings only the parts for that fitment, each one marked as fitting the car, with stock and price.
Pain it removes: searches that only work with the distributor's internal code.
CWS Platform demo screen, completed with fictitious data to show the use.
Store stock
The part page shows the stock of the store that serves the customer
The buyer sees how many units the regional branch has, who sells and delivers, and their own price. The chosen store holds on desktop and on the phone, and can be changed right there.
Pain it removes: stock quoted as a network total that the regional branch doesn't have.
CWS Platform demo screen, completed with fictitious data to show the use.
Target profile
US$20M to US$300M in revenue, 3 to 30 branches, mixed channel (independent workshops, chains and fleets).
Core pain
Exploding SKU count (200,000 or more), price by customer and region, reverse freight, returns and warranty, reconciliation with the automaker.
Figures converted from Brazilian reais at R$5.00 = US$1.00.
What changes
The counter stays for those who prefer the phone. CWS Platform covers after-hours and reorders and, above all, changes how the part is found: the buyer searches by context and fitment, not just by code, and discovers items they didn't know existed. Price by customer and region, the taxes, freight and warranty are governed by rule and calculated in the same order (Contextual Pricing and Credit-First B2B Checkout). The rep moves out of the order-processor role and becomes a consultant, supported by sales rep software on the Sales Hub, without the repair shop having to learn a new interface.
Parts fitment in 1 minute
By decision-maker angle
CEO
The pain: The younger buyer already does everything digitally, and the sale I don't capture leaks to the gray market.
The full pain and what changes for the CEO.
What changes: The digital aftermarket brings that demand into the official channel, with the physical counter preserved.
Commercial Director
The pain: Outside business hours the sale stops, and the reorder depends on someone remembering to call.
The full pain and what changes for the commercial director.
What changes: 24/7 coverage and predictable reorders, with the rep focused on the book of business and margin, not on keying in orders.
CFO
The pain: Revenue grows but margin disappears, eroded by the wrong price, untraceable concessions and the transaction cost per SKU.
The full pain and what changes for the CFO.
What changes: Margin per SKU and turnover under governance, with traceable concessions (Reason Codes) and taxes calculated without error at checkout.
CIO
The pain: The fitment catalog, the ERP and the WMS don't talk to each other, and yet another digital initiative risks becoming a stalled project.
The full pain and what changes for the CIO.
What changes: Orchestration over the ERP, integrated with the fitment catalog and inventory, in a parallel, auditable layer.
The capability no one replicates
Finding the part by context, not just by code
Search by vehicle and fitment that solves the order for someone who doesn't know the exact code and surfaces compatible items the customer wouldn't ask for on their own. On a phone, four taps reach the right fitment.
Price and taxes by customer, in the same order
Price by customer, region and profile governed by rule, with taxes, freight and pre-approved credit calculated in seconds at checkout, with no price list exposed to everyone.
Persona · Independent repair shop mechanic
I find the part by vehicle, even without the code, and order after hours.
Search by vehicle and fitment solves the order for someone who doesn't know the exact code, and each customer sees their own price (Contextual Pricing).
Persona · Sales rep, auto parts distributor
I stopped keying in repeat orders and got back to working my accounts.
CWS Platform covers reorders and after-hours orders, and the rep becomes a consultant, supported by the Sales Hub.
The negotiation rails, in aftermarket vocabulary
The six aftermarket rails.
Fitment
Fitment is written once on the SKU, and the vehicle search reads it from there.
In Product Catalog & MDM (Catalog Engine), each SKU is linked to the vehicles it fits, by type, make, model and year. The vehicle search and the customer's garage read that list, and the counter finds the part by the car, not by the code.
Tax per item
Each item's taxes, calculated by the store that serves you.
IPI, ICMS ST, ICMS, PIS and COFINS show on the item before checkout, calculated by the branch that serves the buyer's company, and the same calculation carries into shipping and checkout (Credit-First B2B Checkout).
See Checkout & Payments →
In chat
From "does it fit my car?" to a cart, in one conversation.
The repair shop sends the part numbers and the car model. The Sales Copilot checks the fitment of each part, asks for the year and engine when they are missing, shows sellers with price and stock, suggests an equivalent from another brand and hands back a ready cart in the portal. The fitment it checks is the same data the Catalog Enrichment Agent processed, and the price is that customer's own price list.
In operation
Imdepa · auto parts distribution
3x more customers
153 customers activated in 3 years on the B2B portal, without growing the team in the same proportion.
The buyer builds an order of more than 250 SKUs and the platform calculates taxes, freight and pre-approved credit in seconds. Credit risk is validated inside the flow, not checked in separate steps afterward.
"O valor real não é a receita que se vê nos números. É a operação que você consegue sustentar com o mesmo custo de estrutura. Crescemos 3x em clientes sem contratar 3x mais vendedores."
Paulo R. S. Pereira, Digital Sales Coordinator at Imdepa
Read the Imdepa case →Tracbel · Volvo dealer
+10 points of margin
on portal orders, with ~131k SKUs (100% of the portfolio) available. Named the best Volvo dealer in the world (Volvo Gold, 2025).
Read the Tracbel case →"Excelente, estávamos a quase 2 anos tentando implantar uma solução B2B, com a CWS, implantamos em 60 dias."
On the industry side, CWS Platform also powers manufacturers' own aftermarket channels. Pirelli, through Pirelli Conecta, the portal where the manufacturer orchestrates purchasing by its authorized resellers alongside selected distributors, and MTE-Thomson, an industry that created its own digital sales channel, are CWS Platform customers.
Frequently asked questions
My repair shop calls the counter. They won't use a portal.
The counter stays. Digital captures what's lost today — the after-hours order and the reorder. Those who prefer the phone stay on the phone, without taking the rep off the stage.
Each customer has their own negotiated price. I can't expose a price list.
And you don't. Price is by customer, region and profile, governed by rule (Contextual Pricing), and each one sees their own, with taxes and freight already calculated on the order.
What about reverse freight, returns and warranty? Does the order cover that?
Yes. Freight, including reverse, and the returns and warranty terms enter as a rule in the same order, instead of becoming a manual negotiation after the sale.
How do you organize a parts catalog by fitment?
By linking each SKU to the vehicle or equipment it fits, and the equivalent codes across manufacturers, in a fitment and cross-reference table. That is what lets the buyer find the part by the vehicle, by the serial number or by the code they already know, and not only by the distributor's internal code.
Does the parts catalog have to be ready before we start?
No. The catalog comes in as it is and improves by level: first the manufacturer code, then name and dimensions, then fitment and image. A raw catalog, in PDF, spreadsheet or image, can be treated as a service and with an AI agent, and every extra level raises the chance of the part being found and bought.