How to Unlock the Multibillion-Dollar Opportunity of Selling Auto Parts Online

Auto shops’ adoption of ecommerce lags behind other industries. Now, they’re catching up—particularly in the online auto parts business. In 2022, online auto parts sales hit $29.9 billion. By 2030, that number is expected to more than double, reaching $75 billion.

Despite this momentum, ecommerce still represents only 7% of all auto and parts sales in the US, while online sales account for 15.4% of US retail overall. This gap exists because today’s buyers expect fitment‑guided search, on‑demand shipping, and step‑by‑step install support—features most brick‑and‑mortar shops haven’t fully delivered. Auto businesses that roll out these online conveniences now can capture untapped demand, boost revenues, and build lasting customer loyalty.

This guide breaks down what today's auto parts shoppers expect online, the transformative trends reshaping the market, and how forward-thinking brands are using Shopify to turn complexity into sustainable growth.

What today's auto parts shoppers want online

Modern consumers expect shopping experiences to meet them wherever they are, across channels, devices, and schedules. In the automotive world, that means delivering the same speed, convenience, and simplicity they’re accustomed to in other verticals like fashion or electronics.

Why are auto parts shoppers moving online?

Understanding the “why” behind consumer behavior is essential for businesses looking to meet demand and enhance their online presence. According to recent surveys, here’s what’s driving shoppers online:

• Price comparison: 38% of shoppers are hunting for the best deal. Consumers have become increasingly savvy about price comparison, particularly in the auto parts industry, where parts can vary widely in price. That drive for transparency is exactly why more buyers are moving online—because digital channels make it effortless to find the lowest price without ever stepping into a store.
• Convenience: 28% prefer to skip the store. With the busy lifestyles of today’s consumers, online shopping for auto parts offers unmatched convenience. Shoppers are willing to pay for speedier delivery and easy access to inventory without having to step foot in a store.
• Better availability: 17% can't find what they need locally. Local auto parts stores may be limited in their selection, especially when it comes to specialized auto parts or rare components. Online auto parts stores remove geographic limitations, offering a far more expansive selection.
• Wider selection: 11% want more options. With an online platform, shoppers can compare a wide range of options before making a decision. Whether they’re looking for aftermarket auto parts, customizations, or performance upgrades, ecommerce offers the variety consumers desire.

Auto DIYers are partly responsible for driving the online buying trend. They have historically accounted for about 19%–20%, but the figure has been growing since 2020. 

What today's parts buyers really want is:

• Hands-on access to parts they can install themselves: DIY enthusiasts need accurate fitment data, compatibility tools, and confidence their purchase will work on the first try. A wrong fit can compromise safety or damage their vehicle. Smart retailers use live chat, AI-powered fitment wizards, and mobile-optimized sites to help customers verify compatibility throughout their buying journey.
• Educational content that builds expertise and confidence: Modern shoppers research, learn, and validate every decision through YouTube videos, community forums, and customer reviews. Enrich your product pages with installation guides, compatibility breakdowns, and authentic customer stories to transform browsers into confident buyers. This transparency speeds decision-making while building lasting trust and loyalty.
• Buy online, pick up in-store (BOPIS) convenience: BOPIS has evolved from nice-to-have to essential. In 2022, 67% of US shoppers used BOPIS at least once, with projections showing it will drive 10% of all retail sales in 2025. For auto parts retailers, BOPIS reduces shipping costs, increases foot traffic, and creates opportunities for staff to recommend complementary products or installation services during pickup.

Five trends that impact selling auto parts online

As the ecommerce landscape evolves, several trends are reshaping how consumers interact with auto parts brands and making it easier for them to discover, purchase, and install parts online.

1. Data-driven personalization at scale

Shoppers are significantly more likely to buy when they feel understood. And in the automotive space, that understanding begins with vehicle-specific data.

By intelligently integrating year-make-model (YMM) data with purchase behavior and browsing history, including specific vehicle models, auto parts brands can craft highly personalized shopping experiences that mirror the in-store expertise of a seasoned mechanic.

Even basic personalization, like showing only compatible products after a customer selects their vehicle, can drastically reduce bounce rates and increase trust. Add to that targeted promotions based on service history or mileage estimates, and you have a high-converting experience that feels custom-built.

Tools like Shopify Inbox, paired with fitment APIs or product recommendation engines, enable this at scale—no need for heavy custom development. And the demand is there: 83% of consumers are willing to share personal data for a better experience.

2. Sell auto parts online with 3D and augmented reality

Trying to visualize how a part fits or appears on your vehicle while shopping online? Augmented reality (AR) elegantly closes that gap.

Whether it's a custom grille, light bar, or interior trim enhancement, AR lets customers preview modifications in authentic settings. This simultaneously reduces returns and boosts confidence.

According to Shopify research, product pages that feature AR can increase conversion rates by up to 94%. 

Forward-looking auto parts sellers are also investing in 360-degree spin photography, interactive product demos, and vehicle configurators to bring the offline garage experience online.

Brands selling custom builds or upgrades—like off-road, overlanding, or EV retrofits—are using Shopify to create full-blown vehicle visualizers that let shoppers explore different components in context.

As more customers shop on mobile, these immersive experiences also help close the gap between browsing and buying on smaller screens.

3. Cohesive omnichannel experiences

Today’s auto parts journey rarely follows a straight line. For example:

• 90% of customers research online before making an in-store purchase.
• 92% of customers continue researching on their phones even while inside a physical store.
• 73% use multiple channels, such as online marketplaces, social media, YouTube, and mobile apps, before committing.

This means your brand needs to be present and consistent across every touchpoint.

Put in the work and the rewards can be impressive. Shock Surplus turned YouTube education into 900% sales growth. By embedding in-depth video content directly alongside Shopify product pages, they built trust with DIYers, captured high-intent traffic, and doubled their average order value—growing into a multimillion-dollar brand.

A consistent omnichannel strategy ensures that whether a customer is reading your blog, watching a suspension install video, or messaging your team on Instagram, the experience feels unified.

Omnichannel also includes Shopify POS, which allows businesses to track in-store and online purchases in one place, manage unified inventory, and offer loyalty programs that span both digital and physical environments.

4. Strategic marketplace integration at scale

In 2022, a staggering $18.2 billion of online auto parts sales happened on marketplaces like Amazon, Walmart, and eBay Motors. While having a branded site is essential for long-term growth and customer retention, marketplaces offer reach you can’t ignore. And that reach increases among younger, digitally native shoppers:

• 78% of auto parts buyers are now Gen Z or millennials.
• 57% of Millennials bought vehicle parts online in 2023.
• Most trust marketplaces for fast shipping, easy returns, and broad selection.

With Shopify Marketplace Connect, your full product catalog appears side‑by‑side with each connected marketplace (Amazon, eBay, Walmart, etc.), complete with live sync indicators for pricing, inventory levels, and order status. From one screen, you can toggle channels on or off, bulk‑edit listings, and review incoming marketplace orders just as easily as your Shopify storefront orders—eliminating manual updates and the risk of oversells.

Sellers can list and manage their entire catalog across major marketplaces from a single dashboard. Inventory, pricing, and orders all sync automatically. This eliminates manual updates and the risk of overselling.

You get to meet customers where they shop most, without fragmenting your back-end operations or customer data. So if you want to test a new product line, use marketplaces to validate demand before investing in branded site real estate or ad campaigns.

5. Customization and car mods go mainstream

Auto customization has grown from a niche hobby into a mainstream form of self-expression.

The global car modification market reached $55.81 billion in 2022 and continues to expand, fueled by:

• Performance enhancements: Turbochargers, suspension kits, and brake upgrades that boost power, handling, and control for performance-focused drivers
  
  
• Lifestyle modifications: Overlanding gear, van-life kits, and roof racks that support adventure-ready builds and off-grid living
  
  
• Aesthetic upgrades: LED lighting, trim kits, and spoilers that give vehicles a more customized, eye-catching appearance
  
  
• Emerging EV aftermarket: Battery upgrades and visual mods for Teslas and other EVs, as electric vehicle customization continues to grow

With the rise of 3D printing, even small retailers using an ecommerce platform can offer on-demand custom auto parts—from shift knobs to console covers—without high upfront manufacturing costs.

Shopify’s app ecosystem supports this trend with tools for:

• Custom product builders
• Print-on-demand integrations
• Inventory automation for made-to-order workflows

Customization builds customer loyalty, community, and repeat business. Enthusiasts who modify their cars often return for more upgrades. This makes them some of the most valuable customers in ecommerce.

Addressing the auto industry's biggest challenges

Selling auto parts online is a rewarding but complex endeavor. Between massive catalogs, technical fitment requirements, and fulfillment logistics, there’s little room for error.

But Shopify, with its growing ecosystem of automotive-focused apps and partners, is uniquely suited to meet these challenges.

Common challenges (and how Shopify solves them)

1. Fitment complexity
   Integrating YMM data can be a heavy lift. Apps such as EasySearch – Year Make Model Search and VFitz – Vehicle Product Fit simplify the process by adding compatibility filters and fitment widgets directly to your storefront, ensuring accurate search tools and reducing returns.
2. Distributed inventory
   Managing stock across warehouses, dropship partners, and stores? Shopify's multi-location inventory support and integrations with platforms like ShipHero or Extensiv make it seamless.
3. DTC constraints from OEMs
   If you can’t sell OEM parts directly, focus on the aftermarket: performance parts, accessories, and aftermarket upgrades, as well as EV upfits, offer massive white space for growth.
4. Data overload
   Shopify’s integrated analytics turns store traffic, searches, cart behavior, and sales into actionable insights, without needing a dedicated analyst team.
5. Performance at scale
   Whether you’re selling 1,000 auto parts or 100,000, Shopify can handle the load. Global CDN, automated scaling, and robust APIs ensure your store won’t crash during traffic spikes.

For brands just starting their digital journey or those migrating from legacy platforms, Shopify offers a low-risk, high-reward path to growth.

How Shopify powers growth for auto parts sellers

To thrive in the competitive auto parts market, businesses need the right platform to streamline operations, improve customer experiences, and scale rapidly. Shopify offers the tools and flexibility needed for businesses to succeed.

Unify your systems and data

Integrate enterprise resource planning, product information management, and supplier feeds directly with your store. Shopify supports complex automotive data models and APIs to ensure product data, fitment specs, and availability stay in sync.

Craft exceptional shopping experiences

Enable YMM filters, embed install guides, surface compatibility notes, and show live chat—all without third-party workarounds. Shopify gives you the tools to build trust and reduce returns.

Support any business model

Whether you’re a manufacturer launching DTC, a distributor going B2B, or a reseller with dropship workflows, Shopify supports multichannel and multi-currency selling out of the box.

Sell everywhere that matters

Connect to Amazon, Walmart, eBay, Meta, and Google Shopping with a few clicks. Enable BOPIS, Shopify POS, or even international storefronts, all from the same admin.

Scale without infrastructure bottlenecks

As you grow, Shopify keeps pace with enterprise-grade uptime, site speed, and security, which give you peace of mind that your infrastructure is keeping pace too.

Real-world Shopify success stories

Automotive brands everywhere are starting to tap into Shopify’s flexibility and app ecosystem to solve distinct challenges—from ERP integration to personalized upsells.

Hoonigan migrated to Shopify so they could integrate their ERP system and implement new features without the need to have a full-time developer on staff, which contributed to 30% YoY sales growth.

Boost Auto implemented intelligent cross-selling capabilities on the cart and product pages. By using search discovery tools to map out relevant products to recommend to increase average order value, turning a $5,000 startup into over $1 million in revenue within two years. 

UroTuning use of Shopify Flow to automate processes that have improved efficiency and accuracy by enabling features that let customers save vehicle information. This creates a seamless shopping experience on the front end, driving a 50% increase in sales since migrating.

Accelerate your auto parts business forward

The growth trajectory for online auto parts sales is steep, but we’re still in the early phase of growth.

As consumer expectations evolve, the businesses that invest in modern, flexible, omnichannel ecommerce infrastructure will define the next generation of industry leaders.

Whether you're selling performance modifications, replacement components, or aftermarket kits, Shopify offers the foundation to scale your business with confidence.

To explore how to grow your auto parts brand faster, smarter, and more profitably, talk to sales.