Automotive Aftermarket Sales Surge Online - Engine Builder Magazine

Automotive Aftermarket Sales Surge Online

The aftermarket is having a surge in online sales, with a sales spike the week of April 12-18, according to Hedges & Company data. This surge set all-time sales records and appears to be continuing into the week of April 19. This shows parts and accessories sales continue to grow online, accelerated by the Coronavirus shutdown and stay-at-home orders across North America.

The arrival of tax refunds and the Federal government’s stimulus payments are also helping drive online sales. Stimulus payments reached consumers last week and amounted to approximately $155 billion.

Hedges & Company, a digital marketing agency serving the automotive aftermarket, OEM parts and powersports industries, analyzed 7.7 million online user sessions and online purchases from parts and accessory websites in the U.S. and Canada. The analysis included retailer websites and manufacturers selling direct to consumer (DTC). In the analysis, the company gave online sales from the week of March 1 an index of 100, before wide-spread shutdowns were in place. The week of April 12-18 had an index of 140, or a 40% overall increase in online sales of parts and accessories from six weeks earlier.

Hedges & Company broke down the analysis into OEM replacement, truck and off-road, and performance racing. Here are the comparisons of the week of April 12-18 to the week of March 1-7:

  • Overall aftermarket eCommerce sales: Index of 140.3 vs. 100 the week of March 1-7.
  • OEM replacement parts sales: Index of 125.4 vs. 100, the first positive week after sales declines in earlier weeks.
  • Truck and off-road parts sales: Index of 157.2 vs. 100.
  • Performance/racing parts sales: Index of 148.9 vs. 100, showing surprisingly strong demand considering many motorsports events are cancelled.

Another factor contributing to the surge in online sales appears to be a migration of buyers from Amazon. The retail giant cut back on promotion and advertising for automotive parts and accessories to focus on products related to the Coronavirus crisis, such as disinfecting wipes, sprays and other health items. This may have sent consumers searching for other buying opportunities and contributed to online sales growth.

You May Also Like

Guillermo Santa Cruz Named President of Homestead-Miami Speedway

Santa Cruz takes over for long-time Homestead-Miami Speedway executive Al Garcia.

Sports and entertainment media executive Guillermo Santa Cruz has been named the new president of Homestead-Miami Speedway. Santa Cruz joins the Homestead-Miami Speedway team after spending more than 10 years at IMG, a global sports agency, where he served as vice president, Latin America, Mexico and U.S. Hispanic.

Building Plans Revealed for Lucas Oil Indianapolis Raceway Park

The plans include a new Wally Parks Tower, renovated suites, a new fan entrance, and moving the professional pits.

World of Outlaws Announces Finals Schedule

The World of Outlaws World Finals Championship weekend at The Dirt Track at Charlotte is set for Wednesday-Saturday, November 6-9.

A Custom Cosworth V10 Engine will go in Red Bull’s RB17 Hypercar

Only 50 examples of the RB17 will be produced, and it is the latest hypercar to feature a Cosworth engine.

Melling to Giveaway ‘Crew Member for a Day’ Experience

Coming off their Melling Supports Cars Show, Melling is now offering the chance to be an NHRA crew member for a day at the NHRA US Nationals.

Other Posts
John Force Leaves Hospital for Rehab Center

John Force has left VCU Medical Center for a rehab facility selected because of its success in treating other race car drivers with similar issues.

Lubrizol Additive Solutions for GF-7

Lubrizol’s additive solution to meet new performance requirements will enable oil marketers to upgrade to ILSAC GF-7 with ease.

Cosworth Returns to Goodwood Festival of Speed

At this year’s Goodwood Festival of Speed, Cosworth will feature an array of machines with its innovative engineering at their heart.

Engine Ice Launches Refreshed Website

Related Articles – Choate Engineering Performance to Lead Webinar on the Cummins Engine – Niterra Announces Todd Cullums as VP of Manufacturing Operations – Supreme Court Decision Helps Auto Aftermarket Against Federal Overeach