The way people shop for car parts has changed forever. Gen Z buyers—who grew up online and expect to be able to shop with just a few clicks—are changing the rules. If your parts department isn’t set up to sell online, you’re leaving money on the table and practically inviting your competition to take it.
That’s the main takeaway from our recent webinar hosted by Ted Ings Fixed Ops Roundtable featuring industry experts Kevin Dunmire (Tom Wood Automotive), James Holloway (Swickard Automotive), and our own Mike King. They shared why eCommerce isn’t just a nice-to-have anymore—it’s a must have. Here’s what you need to know.
The Shift to Online is Non-Negotiable
“Let’s be honest,” said Kevin Dunmire. “If you’re not online in some aspect, you’re missing the boat. You’re doing yourself a disservice.”
The rise of online shopping has transformed how parts departments operate. No longer limited to local customers, eCommerce allows you to sell across the country, reaching buyers 24/7.
“You’re no longer held captive by your local market. ECommerce has opened up a whole new avenue.”
James Holloway,
on breaking free from local markets with eCommerce
Gen Z: The Buyers Who Won’t Wait
Gen Z shoppers demand convenience, speed, and trustworthiness. They’re used to platforms like Amazon and expect a similar experience when buying car parts.
“If they don’t buy the part from me, they’re going to buy it somewhere else,” James emphasized. “And what’s going to differentiate us is trust, timely communication, and a seamless process.”
“People expect us to be online 24/7, ready to go—even at midnight. If we’re not prepared to meet that demand, someone else will.”
Kevin Dunmire,
on meeting Gen Z’s expectations.
Why Trust Matters More Than Ever
Trust isn’t just important—it’s everything. “You can’t have anything without trust,” said Kevin. He shared how his dealership builds that trust through personalization. “When our customers call, they talk to Nick—the real person they see on our site. They know Nick will go to bat for them, and that kind of connection keeps them coming back.”
“The best connections happen when customers know they’re dealing with a real person who cares.”
Kevin Dunmire,
on the power of trust and personalization.
Mike King echoed this sentiment: “The best people I’ve ever hired weren’t parts experts. They were people with great customer skills. We taught them the parts side, and their ability to build trust turned them into top performers.”
The Bigger Picture: Why This Matters Now
It’s not just about selling parts; it’s about future-proofing your dealership. As Mike put it, “If you’re not getting into eCommerce, you’re already late to the party. The reality is, someone else is selling parts to your neighbor. Why let that happen?”
And it’s not just about selling locally. With eCommerce, you can ship parts across the country, building a broader customer base.
“It’s like being the tailor selling a suit versus the dry cleaner cleaning it over and over. Once you win that first customer, they’ll come back again and again.”
Mike King,
on customer retention
Guide: 4 Easy Ways to Attract Gen Z Buyers
The message is clear: an online store is the future of parts sales. If your parts department isn’t online yet, now is the time to act.
Want to learn more? Download our guide 4 Easy Ways to Attract Gen Z Parts Shoppers. Or, start building your online parts presence today. Because if you’re not in the game, you’re already behind.
