Asellerate

Asellerate, formerly Retromotion GmbH, provides digital commerce solutions for the automotive aftermarket. Founded in 2018 by Artur Oswald, the company originated from a business model innovation project started with MAHLE in 2016. It was officially established with a focus on serving the industry while maintaining a startup mindset.

The company's core product is an Infrastructure-as-a-Service solution designed to simplify digital sales for manufacturing partners. This platform includes software for integrating digital sales channels, order management, fulfillment, and online marketing services. Asellerate's modular infrastructure allows clients to flexibly configure products, logistics, and sales channels. It also operates its own online shop, retromotion.com, which initially focused on parts for classic and youngtimer cars and now serves as a flagship brand. The business model is based on providing this comprehensive e-commerce infrastructure, which helps manufacturing partners enter the digital market with reduced complexity. Additional services include customer support, product photography, campaign management, and price crawling.

Asellerate has established significant partnerships with major automotive industry players. In 2019, MAHLE, MANN+HUMMEL, CONTINENTAL, and SKF became investors. A Series A funding round in 2024 brought further investment from Bosch and LIQUI MOLY, expanding its shareholder circle. These collaborations have been pivotal, with partners like LIQUI MOLY utilizing Asellerate's logistics service across several European countries. By early 2024, over 25 partner companies were using its services.

Keywords: automotive aftermarket, e-commerce infrastructure, digital commerce solutions, infrastructure-as-a-service, auto parts sales, digital sales channels, order management, automotive fulfillment, online automotive marketing, b2b saas, Artur Oswald, Retromotion, MAHLE, MANN+HUMMEL, Continental, SKF, Bosch, LIQUI MOLY, FIEGE, digital transformation, headless e-commerce