Online sales of automotive parts continue growth in 2021

LAS VEGAS—If the pandemic has taught retailers anything, it's that more consumers, especially the younger generation, are increasingly adopting online purchasing, otherwise known as e-commerce.

Automotive aftermarket businesses that have a strong and positive online brand presence are best positioned to capture the "new" online aftermarket consumer, according to a new e-commerce report presented by the Auto Care Association (ACA) and the Automotive Aftermarket Suppliers Association (AASA), "E-commerce Momentum Shaping the Future of the Aftermarket."

The key findings of the joint trends and outlook forecast include:

• In 2021 the online channel continued to see rapid growth, although slightly decelerating relative to the 30-percent growth experienced in 2020, driven by more aftermarket consumers turning to the e-commerce channel for the first time;
• Suppliers and retailers need to understand and prepare for the separate purchase journeys that boomers take versus millennials and Gen Z shoppers;
• Suppliers and retailers need to recognize that the online channel will increasingly take mind-share (online research before purchase), especially as the number of millennials and Gen Z-ers slowly taking purchase share from traditional channels; and
• Those industry participants with a strong online brand presence are best positioned to capture the "new" online aftermarket consumer—which skews younger and more affluent relative to their in-store purchasing peers.

The e-commerce channel now represents one of the fastest growing segments of the automotive aftermarket, with online sales of aftermarket parts and accessories in 2021 projected to exceed $18 billion, according to the report.

E-commerce adoption grew from 6.5 percent in 2018 to 12.1 percent in 2021, the study said.

The study noted that retailers accelerated their plans to serve customers with digital solutions by upgrading e-commerce sites and adding shopping options, such as curbside pickup, faster delivery and BOPUS (Buy Online Pick Up in Store).

Exhaust system, braking system and filtration are categories that experienced continued growth in the internet channel share into 2021, "a trend further exemplifying that consumers are actively turning to the online channel, even as COVID-related restrictions are loosened," the report said.

The report said that about 53 percent of online purchasers start their purchase journey by visiting a website to conduct research, a trend that held steady from 2018-21.