Nowadays the art of assuring the quality of a software product comes like a mandatory measure in order to go into production. Lack of quality can bring critical impacts on the business the product is representing. Therefore, developers all over the world started to investigate and come up with clear solutions for ensuring the quality standards of the products they develop. It’s not a secret that most digital solutions are delivered in an iterative way, starting with the minimum valuable product. Looking for feedback in near stages, allows the business to take correct decisions based on the user’s behavior and requests. From a high-level perspective, this approach is great, because the team is focused on building the correct product without spending resources and effort on developing some features that will not bring value to the feature. Even if the approach is attractive from development, management, and business perspective, we cannot say the same for quality assurance aspects, that require modeling and reorganization. Each time the team is delivering a new software product or at least makes some code changes, the quality assurance team has to make sure that the previously implemented features are working perfectly and added one that corresponds to the provided business specifications. This being said, the research analyzes the way quality assurance procedures are performed at different software products and provides an original practical implication, that will allow us to see the benefits and challenges of applying continuous testing during the software development life cycle.