Irvine BMW’s Winning Strategy for Online Accessory Sales

Derrick Crawford has over 30 years of experience in the auto parts industry, and these days he’s managing the parts department at Irvine BMW. To better meet customer needs, Derrick and his team began selling parts online. With the help of RevolutionParts, they expanded their sales to platforms like Amazon and eBay, along with their dealership and standalone parts websites. The ability to manage all online sales through one platform was a major factor in choosing RevolutionParts as their partner.

Irvine BMW’s Monthly Online Part Sales Performance

The Journey Back to RevolutionParts  

Irvine BMW’s eCommerce journey with RevolutionParts hasn’t been a straight path. After initially using the platform years ago, the dealership paused operations due to lack of buy-in by all teammembers. 

“The previous GM wasn’t interested in marketing, and that held us back,” Derrick shared.  

When the team decided to relaunch their online sales efforts, they knew they needed a comprehensive tool. RevolutionParts’ integration with Amazon was a major draw. 

“Managing inventory for Amazon manually is overwhelming. RevolutionParts streamlined the process, making it easy to upload inventory and sell efficiently,” said Derrick.  

This time around, Irvine BMW went all-in, utilizing their dealership website, a standalone site (BestBMWParts.com), Amazon, and eBay. With RevolutionParts tying it all together, the team was able to manage these channels from a single platform, creating a seamless experience for both their staff and customers.  

Winning with Accessories and Inventory Management  

One key to Irvine BMW’s success has been a strong focus on accessories—particularly on Amazon. 

Derrick noted, “Amazon tends to spotlight accessories and more affordable items, which aligns well with our inventory.” 

To keep up with customer demand the dealership maintains a robust inventory and prioritizes same day shipping.  

Derrick credits their inventory management approach for their ability to balance risk and reward. 

“Having over 30 years in the industry helps, but we also work with two outside inventory management companies to ensure nothing sits too long,” he said. 

Additionally, BMW’s return program allows the dealership to test new products online with minimal risk.  

Building Efficiency and Expertise  

To further refine their operations Irvine BMW joined RevolutionParts’ consulting services program.

“The coaches have helped us identify top performing products and improve our processes. Since joining we’ve seen significant growth in our eBay sales, almost matching Amazon,” said Derrick.  

The dealership has also invested in the right team members. “We recently transitioned one of our most experienced counter staff to oversee online sales full-time. It was a risk to move him off the front counter, but it paid off. He’s making a great impact in the new role,” Derrick expressed.  

A Vision for the Future  

Derrick sees huge potential for his online part business to be a main player in BMW Irvine’s overall business. 

“Right now, it’s like the icing on the cake. But with time and continued improvement, I believe it could rival our wholesale department,” said Derrick.  

In 2025, Derrick’s focus will be on optimizing returns and customer communication. 

“Shipping parts is straightforward, but handling claims and returns efficiently is critical for customer satisfaction,” he emphasized.

RevolutionParts: Simple, Yet Powerful  

For Derrick, RevolutionParts’ simplicity stands out. 

“The platform is easy to use. From pulling inventory to printing shipping labels, the process is seamless,” he said. This allows Derrick and his team to focus on growing their online presence rather than getting bogged down by technical challenges.  

Derrick’s Advice to Other Dealerships  

Derrick acknowledges that diving into eCommerce can be intimidating, especially when working with platforms like Amazon and eBay. 

His advice for other dealerships looking to start selling parts online is:

• Start with a clear strategy and be prepared for challenges.
• Investing in the right tools and hiring the right people is key.
• Mistakes are part of the learning process.
• Commitment and adaptability will lead to rewards.

“You have to learn their rules, and there will be growing pains. But if you stay committed, invest in the right tools and people, and learn from your mistakes, the rewards are worth it,” said Derrick. 

Building a Strong Foundation for the Future

Derrick Crawford and his team at Irvine BMW have shown that selling auto parts online can be a smart way to grow a business. 

By using RevolutionParts they’ve made it easier to manage inventory, reach customers through multiple platforms, and provide fast, reliable service. Their focus on accessories, same day shipping, and improving operations has already brought strong results—especially with the help of expert coaching. 

Derrick’s commitment to learning and adapting has set them on a path for long-term success. As Derrick and his team continue to refine their processes and expand their online reach, the future looks bright for their eCommerce journey.