As tariffs continue to be a moving target, dealerships are facing an uncertain future and pressures to stay competitive. But there’s a strategy to weather the storm: selling parts online. Tully Williams, a 40-year veteran of fixed ops and director at the Niello Auto Group—the oldest franchised auto group in the U.S.—shares his insights on why dealers need to embrace parts eCommerce now more than ever.
Adapt or get left behind: the time for eCommerce is now
In a recent Parts Pros Podcast episode, Tully didn’t mince words: “Yeah, prices are gonna go up. They’re gonna go up for everybody. That’s irrelevant. Are you selling parts online? If you’re not, you’re crazy.”
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Tully highlights the common concern among dealers that eCommerce will be too costly, but argues that avoiding it is a mistake, as it’s crucial for generating revenue in today’s market.
The truth is, dealers who aren’t online are missing out on significant revenue opportunities. As parts prices climb, the ability to sell parts to a national audience becomes more and more important. Dealership leaders need to focus on expanding their market reach and capturing sales that would otherwise go to competitors. eCommerce allows you to do just that.
eCommerce equals expanded reach and increased sales
When you sell parts online, you’re no longer confined to your local market. You can sell to customers across the country, giving you the potential to grow your revenue exponentially. As Tully points out, “We’re selling to Texas, or we’re selling to Montana, or we’re selling to Maine.”
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Tully explains that eCommerce removes the constraints of local markets, enabling dealerships to sell parts to a national audience and reach customers from all over the country.
It’s about reaching a broader audience and meeting the needs of customers who are looking for OEM parts.
Focus on OEM quality parts
OEM parts are in demand, and customers are increasingly looking for them to ensure the longevity and performance of their vehicles. Tully emphasizes that customers prefer OEM parts over aftermarket products. “They want to have an OEM product,” he says. Selling these parts online not only meets customer demand but also positions your dealership as the go-to place for genuine parts. With the right eCommerce presence, you can market and sell these parts effectively to a wider audience, making sure you’re tapping into every available revenue stream within your dealership.
Clean inventory, clean profits
One of the secrets to success in parts sales—online or in-store—is maintaining a clean, well-managed inventory. “If we have a good inventory that’s turning constantly and we have no aging, guess what happens? We have a great parts department,” says Tully.
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Tully emphasizes that many customers prefer OEM parts over aftermarket options and that dealerships can capture this demand through eCommerce, especially from DIY customers who are often overlooked.
eCommerce amplifies this effect by ensuring your inventory is always visible to potential buyers, increasing the chances of selling even your most obscure parts.
Maximize your ROI with volume selling
Volume selling is the key to profitability in the parts business, especially when combined with an online presence. By selling more parts, you can hit your targets and qualify for bonus incentives from manufacturers. Tully explains, “The goal is, we’re selling products from the factory, which makes the factory happy, which gives us bonuses.”
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Tully explains that a well-managed inventory is key to a successful parts department, and when inventory is clean and turning constantly, it leads to more sales and higher profits, benefiting both the parts department and overall service hours.
The more parts you sell online, the greater your potential for increased profits—without adding any headcount.
Ready to start selling parts online? RevolutionParts makes it easy
Selling parts online doesn’t have to be complicated or require major investments in additional staff. RevolutionParts provides general managers with the tools to easily start selling parts to a national audience. By using our platform, you can manage your inventory, streamline your sales process, and tap into a wider market—all without the overhead of hiring extra employees.
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Tully discusses how volume selling boosts a dealership’s sales and satisfies manufacturers, earning bonuses that improve the dealership’s profitability and overall success.
Stay ahead of a tough economy by selling parts online
The tariffs are here, and prices are going up. But with the right approach, you can turn this challenge into an opportunity. Selling parts online not only helps you counteract rising costs, but it also opens the door to new revenue streams and greater profitability.
If you’re not already selling parts online, now is the time to start. RevolutionParts makes it easy, and we’re here to help. Want to learn more? Click below to listen to Tully’s full interview on the Parts Pros Podcast, or reach out to discuss how RevolutionParts can help you grow your dealership’s parts revenue.
