5 new services and increased basket value: How ADAC scaled fast with Shopware 6
Key facts:
Shopware Plan
Company
Features
Technical features
Benefits of Shopware:
Flexible Content Management with Shopping Experiences
Shopware 6 enabled ADAC to create tailored landing pages for digital services, seasonal offers and physical products – all without developer support, thanks to its user-friendly CMS.
Easy Integration of Custom Tools via API
With its API-first architecture, Shopware 6 allowed seamless integration of service tools like the vignette finder and snow chain configurator, some of which are integrated as white label solutions via third-party interfaces.
Smooth Migration from Shopware 5
ADAC benefited from structured migration paths and data compatibility between Shopware 5 and 6, reducing complexity and minimizing downtime during the platform upgrade.
Unified Commerce for Products and Services
Shopware 6 allowed ADAC to merge physical goods (e.g. travel gear) and digital services (e.g. certified translations) into one consistent shopping experience—with one cart and one checkout.
What next?
The Challenge
As a digital platform representing one of Germany’s most trusted mobility organizations, ADAC Nordrhein set out to modernize its online store to meet growing customer expectations. The project was a strategic transition from Shopware 5 to Shopware 6, aiming to improve both product- and service-based offerings across their store.
If the team waited to modernize, it risked the centralization of ecommerce responsibilities to ADAC’s headquarters in Munich instead of locally in the North Rhine regoin. Additionally, the team set out to improve development dependencies for content changes and a more connected customer service process.
Why Shopware
ADAC had been a loyal Shopware 5 user and was already familiar with its ecosystem. However, Shopware 6 presented a step-change in innovation. With a future-proof, API-first architecture and headless commerce capabilities, Shopware 6 offered the agility ADAC needed.
The decision to move forward with Shopware 6 was driven by:
- Security & Compliance: Native support for GDPR and German data protection standards
- Scalability: Easily expandable for new services and future needs
- Integration Readiness: Compatible with Microsoft ERP and other critical systems
- Cost Effectiveness: Balanced initial and long-term operating costs
- Market Fit: Developed in Germany, Shopware aligned perfectly with local ecommerce practices for ADAC
The Solution
ADAC continued the collaboration with its long-term partner Webmatch for this project, designing, migrating, and relaunchnig their ecommerce platform for the future. While much of the data migration was automated, the project also involved deep structural modeling to optimize how data was handled across systems.
Key tools and features used included:
- Custom Products: Enabled rapid rollout of new services and personalization features
- Shopping Experiences: Allowed content editors to build landing pages that halved development time
- Advanced Search and Store Locator: Enhanced discoverability and navigation
- Individual Product Finder: Created a tailored experience for service-related offerings
One of the most significant changes was giving ADAC’s editors autonomy to manage landingpages and content directly, significantly reducing operational bottlenecks. Customer service became more efficient via Shopware’s contact form system, which clustered customer queries automatically, whilst developers appreciated the ability to use multiple browser tabs in the new Admin, streamlining their workflows.
The Results
The relaunch yielded tangible and impactful outcomes:
Improved customer experience through clearer navigation, optimized checkout, and personalized service tools.
Faster time-to-market for new products and digital services thanks to flexible content management and modular architecture.
Reduced operational complexity with streamlined ERP integration and simplified service workflows.
Increased conversion rates for digital services by addressing user needs with targeted features like certified document traslations.
Future-ready foundation for continuous scaling, including the integration of further services and touchpoints.
The improvements in user experience and backend efficiency underscored Shopware 6’s value as a strategic digital investment for ADAC.
Outlook: What’s Next?
ADAC already has ambitious plans for evolving its online store further. While specifics are still in work, the roadmap includes:
Deeper integration between local ADAC service centers and the online store
Expansion of service offerings in mobility and travel
Enhanced personalization for different user segments
As ADAC continues to digitize its member services, Shopware 6 stands as the core engine enabling scalable, secure, and innovative ecommerce experience for their customers.
