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Online Selling for Automotive Performance Parts Dealers

Barry Alt • November 9, 2019

Selling auto parts online has never been more lucrative! According to Search Auto Parts online sales of auto parts is forecast to reach $16 billion in 2021.

Online selling for automotive performance parts dealers

In 2018, online retail sales of auto parts & accessories pushed past the $10 billion mark for the first time, and more than half of this was purchased on cell phones. 


Selling auto parts online has never been more lucrative! According to Search Auto Parts ( source ) online sales of auto parts is forecast to reach $16 billion in 2021.


Looking at the full automotive online sales figures for the last 5 years, 2019 is forecast ( source ) to bring in an impressive $57.4 billion.


So, this all sounds great, but what does it mean for you?


Now is the time to start prepping your sales funnels and online marketing efforts to supercharge your online selling capacity. 


In this blog, we’re going to cover a few key areas:

Simple Steps to Selling More on Your Current Website

Setting Up Online Sales Funnels and Getting Customer Details

Online Advertising - Where to Advertise to Get the Best ROI


Simple Steps to Selling More on Your Current Website


If you already have a website of your own set up, there are 5 simple and easy improvements you can make today to help you sell more online. (If you haven't got a website yet, you're missing out on a serious revenue stream - let's talk).


1. Make your contact details prominent 


It might seem obvious, but the amount of sites that don't show a phone number or email address in an easy-to-see place is worrying!


If a prospect sees something they want to buy on your site, but can't find your contact details to ask a question/visit you in-person - what do you think they'll do? Waste 20 minutes of their time trying to find a phone number or do you think they'll just click onto the next guy and call him up?


Put your phone number, email address and location clearly in your site's header (which is the top panel where your logo usually lives). 


2. Use high quality photos - delete any tiny/blurry/out of focus photos


Using low quality images on your site will make your products look terrible and will make you come off as a small-time player. 


Every photo on your site needs to have good lighting and be in focus on the item you're selling. High resolution is essential. 


For high ticket items, try and get photos of every important detail on the item. 


If you don't have a designated place to take photos, pay special attention to what's in the background of your photos - you don't want anything costing you that sale. 


*Extra tip for second-hand sales - a good wash will make up for a lot. Some distributors have reported a 10% increase in their final sales price, just by making sure the equipment looks clean and well maintained. 


3. Break down barriers to purchase before they're even raised


The key here is to answer those common questions you hear over and over again. Save your time by answering all of those in a FAQ section for each product - break down the usual barriers to buying before they even pick up the phone. 


4. Price


It doesn't matter what you're selling, people love to feel like they've got a good deal from you. 


If you make most of your sales in person and you're expecting a haggle/negotiation on price, add a little extra onto your online price. 


If you sell mostly online, be sensible when pricing products - buyers will be shopping around and checking current values. Which also brings us onto our last point.


5. Refer buyers to online sources and reviews


Word of mouth does half the selling for you. Try and integrate online reviews from your previous customers onto each product page. 


Don't forget to show off all those great testimonials from previous/current customers throughout your site.


Selling high ticket items? You can even showcase reviews and positive opinion pieces from trusted sites that are well known in the industry to help you outsell your competitors.


Think of your website as your online sales team - it should take the brunt of the hard work out of your job. 


Setting Up Online Sales Funnels and Getting Customer Details


Now you've got your website optimized for the basics, it's time to set up an online sales funnel. 


What's an online sales funnel?


Online sales funnels can be as complicated or as simple as you want.


For your first sales funnel, let’s keep this super simple:

Going by this diagram, you want to focus on Level 2: Lead Gathering first. 


A lead is a prospect/potential customer who has shown interest in your company/what you sell. 


The best way to get more leads is to set up landing pages on your website. These are dedicated, product-specific pages of your website and offer something to people in return for their contact details. 


This can include a product guide, an online catalog or even a discount on their next purchase. These are known as lead magnets. 


Level 3: Lead Qualifying is the next step to focus on. 


Once you've got people to submit their contact details, you'll need to put them into an email series. This can be done automatically with an email marketing software.


An email series is a set of pre-written emails that help build up trust and familiarity between your company and the lead.


When you're ready to email on a deal or call them to close the sale, they'll already be fully up to speed with everything and ready to buy (Level 4: Sale). Either that, or you'll know that they weren't a viable sale in the first place. 


Level 1 is Brand Awareness, which is where all of your marketing efforts come into play. 


In terms of your landing page, this would be online advertising to push people onto your lead magnet. 


Now, you have your first online sales funnel up and running. You'll need to monitor it and tweak it to get the most sales out of it. 


Online Advertising - Where to Advertise to Get the Best ROI


The world of online advertising is so expansive, we can't possible cover it all in this one blog post!


Check out our dedicated blogs on How to Use Automotive Content Marketing to Draw in New Customers and 7 of the Best Ways to Advertise Performance Auto Parts Online.


The Motorhead Digital team has proven processes that will help you stay savvy and at the top of your game - going way beyond a simple website. 


We want to help increase your profits - schedule a free strategy call today and get your business working for you.

By Shanna Cathey August 20, 2026
The average age of a light vehicle in the United States is now 12.8 years, according to the latest publicly released national benchmark from S&P Global Mobility (the firm completed its spinoff into an independent company, now called Mobility Global, in July 2026, though its research is still widely cited under the S&P Global Mobility name). For the automotive aftermarket, that means a growing population of vehicles entering the years when maintenance, repair, replacement parts, diagnostics, and upgrades become increasingly important. The American vehicle fleet is getting older, and it's changing how aftermarket businesses need to think about growth. S&P Global Mobility reports that the U.S. fleet has grown to 289 million light vehicles in operation. Passenger cars now average 14.5 years old, while light trucks average 11.9 years. The high-volume 2015 through 2019 model years are also moving deeper into the aftermarket service cycle as more vehicles leave their original warranty coverage. For independent repair shops, parts suppliers, restoration specialists, performance businesses, and custom builders, the opportunity is substantial. It is not automatic, however. The businesses positioned to benefit will be the ones prepared to service an aging but increasingly technical vehicle population. Why Does an Aging Vehicle Fleet Create Aftermarket Opportunity? Older vehicles generally require more frequent maintenance and a wider range of repairs. Wear items reach the end of their service life. Seals, wiring, suspension components, cooling systems, electronics, and emissions equipment begin to demand more attention. Owners also start making larger decisions about whether to repair, restore, upgrade, or replace the vehicle. S&P Global Mobility identifies vehicles between six and 14 years old as a prime range for aftermarket service. Its research indicates that vehicles in this age range, along with even older models, are expected to represent at least 70% of vehicles in operation for several years. The newest industry forecast reinforces that opportunity. In June 2026, the Auto Care Association and MEMA Aftermarket Suppliers projected that the U.S. light-duty automotive aftermarket would grow 5.2% in 2026. The market is expected to surpass $500 billion by 2029, supported by the aging fleet, increasing vehicle complexity, and continued consumer reliance on personal transportation. Why Are Americans Keeping Vehicles Longer? High new and used vehicle prices and broader economic uncertainty continue to influence replacement decisions. Many drivers would rather invest in a vehicle they already know than take on the cost of replacing it. Modern vehicles are also durable enough to remain useful well beyond the point when earlier generations of owners may have traded them. From the shop side, the pattern is familiar. A customer says, "I just need it to last another year." Then one year becomes three. The truck remains essential to the business. The SUV stays in the family. The daily driver becomes a project because the owner would rather improve it than start over with another payment. This is where the aftermarket becomes essential. It gives vehicles a second, third, and sometimes fourth life. A 12-Year-Old Vehicle Is Still a Modern Vehicle An older fleet does not mean a simpler repair environment. A 12-year-old vehicle can still contain numerous control modules, emissions equipment, infotainment systems, electronic security features, networked sensors, and early-generation advanced driver-assistance systems. Shops must continue investing in technician training, scan tools, software subscriptions, service information, programming equipment, and calibration procedures. This is also why the Right to Repair issue remains relevant. As Motorhead Digital covered in Part 1: The Right to Repair Fight and the Freedom to Fix Victory , recent federal action created meaningful progress around emissions-related repair information and aftermarket emissions compliance. However, broader questions involving telematics, proprietary software, cybersecurity access, and non-emissions repair data remain unresolved. Older vehicles need more than replacement parts. They need judgment. They need technicians who understand the vehicle as a complete system and can distinguish a smart repair from a poor investment. They need suppliers with accurate fitment data and specialists who can combine traditional craftsmanship with modern diagnostic discipline. Which Aftermarket Businesses Stand to Benefit? Independent mechanical shops can benefit from increased demand for preventive maintenance, diagnostics, suspension work, cooling-system repairs, electrical repairs, emissions service, and age-related wear components. Parts manufacturers, distributors, and retailers can benefit from sustained demand across a wider range of model years. Accurate fitment data, inventory planning, and technical support become even more important when the active vehicle fleet spans decades. Restoration, performance, and custom shops have another opportunity. As replacement costs remain high, some owners will choose to improve vehicles they already own through: Drivability upgrades Modernized electronics Braking and suspension improvements Engine work Interior restoration Full custom or restoration builds The aging fleet is also increasingly diverse. S&P reports that battery-electric vehicles average 3.7 years old, plug-in hybrids average 4.9 years, and traditional hybrids average 6.4 years. Those vehicles will create additional service opportunities as they age, but they will also require new training, safety processes, tooling, and parts knowledge. Trust Becomes More Important as Repair Decisions Get Bigger The owner of a 12- or 15-year-old vehicle may be deciding whether to spend several thousand dollars on a vehicle with limited market value but significant practical or emotional value. That customer is not only buying a repair. They are buying confidence in the recommendation. Shops need to explain: What is urgent What can wait What may fail next Whether the proposed work makes financial sense Which repairs can be completed in phases What can be upgraded Clear inspections, photos, videos, written estimates, and phased repair plans help customers make informed decisions without feeling pressured. Motorhead Digital's Trust, Loyalty & Relationships: The Real Shop Advantage explains why trust often begins before a customer enters the shop. People study reviews, websites, project photos, and social media to decide whether a business looks credible, transparent, and capable. Pricing communication matters too. Older vehicles can expose hidden problems, discontinued parts, long lead times, and changing supplier costs. Tariffs, Pricing Pressure, and How Auto Shops Can Communicate Value Better offers practical guidance for explaining those variables without apologizing for charging appropriately.
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