Reifen1+: How Interpneu Digitally Connects E-Commerce and Workshop Services
About
Reifen1+ is more than just a traditional online tire store. The platform combines digital sales with local repair shop services, bringing a traditional business model into the digital age. As the B2C platform of Interpneu Handelsgesellschaft mbH, Reifen1+ enables customers to order tires online, select a repair shop, and book services directly—all in a seamless process. Behind the scenes, e-commerce, wholesale, and the workshop network work together seamlessly. Reifen1+ doesn’t just sell tires. The platform creates the digital foundation for a connected workshop ecosystem.
Challenge
A Traditional Market Meets Digital Expectations
The tire market is one of the most traditional industries in the automotive aftermarket. For decades, sales and service relied on established processes: in-person consultation at workshops, scheduling by phone, and orders through wholesalers.
But customer behavior is changing.
They research online, expect transparent pricing, and want to book appointments digitally — as easily as any other online purchase.
For Interpneu Handelsgesellschaft mbH, this became a strategic challenge:
How can digital convenience for end customers be delivered without bypassing the established network of workshop partners?
The previous Reifen1+ platform was no longer sufficient. The shop was over ten years old, technologically outdated, and not designed to digitally manage a complex network of dealers.
The main objectives were therefore:
- Build a modern e-commerce platform
- Integrate more than 350 partner workshops
- Enable a seamless digital ordering and service process
- Use the system as a growth tool for the dealer network
The new shop was intended to do more than sell tires — it needed to become the digital backbone for an entire partner ecosystem.
Solution
A Platform for E-Commerce and the Dealer Network
Together with Interpneu, Strix developed a platform that is far more than a standard online shop.
At its core is a digital model that intelligently connects end customers, workshops, and wholesale operations.
Digitalized Customer Journey
End customers can select tires online, add services, and book an appointment directly at a partner workshop.
The crucial step happens in the background:
A B2C order in the shop automatically triggers a B2B order for the respective workshop, at their individual purchasing conditions from the wholesaler. The manual ordering step is eliminated, as customers place their orders directly online themselves.
This ensures that workshops remain an integral part of the business model.
Merchant Shops for Workshop Partners
Workshops can join the network and optionally receive their own online shop based on the central platform.
Through a custom Merchant Center, partners can:
- Customize branding (logo, colors, content)
- Set pricing rules individually
- Configure services such as mounting or storage
- Publish career ads
- Manage their digital presence
All shops draw from the same product database and are centrally managed.
Scalable Architecture
Technologically, the platform is built on a headless architecture:
- Shopware as the commerce backend
- Storyblok for the frontend and content management
- DooFinder for product search and navigation
This enables hundreds of merchant shops to be managed from a single central data source.
Results
Digital Infrastructure for a Growing Dealer Network
The Reifen1+ relaunch created a platform that is far more than a typical online shop.
It integrates online ordering, wholesale logistics, and local workshop services into a seamless digital process.
For end customers, this means:
- Easy online ordering
- Transparent service offerings
- Direct appointment booking at a nearby workshop
For workshops, the platform provides an additional digital presence and new opportunities to acquire customers.
At the same time, the shop serves Interpneu as a strategic tool to expand its partner network.
Reifen1+ has become the digital infrastructure of a connected workshop ecosystem.
Technology
This project is built with our technology partners:
