While the economic slowdown negatively impacted new car sales, the global automotive parts, accessories, and sector-specific manufacturing remains strong. As most of us stayed in our homes this summer, online auto parts revenues have quietly increased by 30% year over year. And, with more cars on the road than ever before, spending is predicted to grow in the automotive parts and accessories industries.
While there is vast potential in the online B2B automotive industry, selling automotive parts isnt like selling furniture or electronics. Its a competitive industry, one thats been transformed by technology and heightened customer expectations. Whereas before, customers would be limited to a dealers parts department or a back-and-forth about fitment with the support department, todays customers expect to have their questions answered in real-time – or theyll go elsewhere.
Customers need clear, accurate information on parts compatibility before purchasing. Automotive sellers without industry-specific automotive eCommerce solutions cannot meet these growing expectations and risk falling behind those that do. Luckily, there are many eCommerce options for automotive brands that want to move their business online.
The current state of automotive eCommerce
The automotive, B2C, and B2B eCommerce space, in general, have seen significant changes over the past fifteen years. The rise of social media, Google, coupled with Amazons ever-expanding reach, has facilitated the explosion in automotive-related comparisons and search queries. Furthermore, millennials now account for a sizable chunk of the automotive market, and their purchasing journeys make use of search engines, social media, and span across different touchpoints.
What are the benefits of B2B eCommerce for automotive parts suppliers?
A platform specifically built for automotive businesses’ needs can go a long way for improving the customer experience for B2B buyers. Here are some of the benefits auto parts businesses can see with an automotive B2B eCommerce platform:
Grow sales and market share
The automotive market is one of the largest markets out there, and getting your auto parts business noticed requires a well-designed online presence that’s optimized for SEO and mobile devices. Your automotive business doesn’t have to be limited to your local audience, since you can launch multiple brands and sites, complete with their own languages, currencies, and tax rules.
Look for a B2B eCommerce solution with strong, customizable self-service features. A self-service portal allows customers to see personalized catalogs and perform desired actions related to their orders. This will get customers to come back and purchase more from you.
Centralize complex data
The automotive parts industry uses ACES and PIES (aftermarket catalog exchange standard and product information exchange standard, respectively) data standardization methods interchangeably. These standards help industry players manage parts within and across various business structures. They sound great in theory but are often misused, used sporadically, or in conjunction with other naming conventions in back-office systems. Accurate product and fitment data is another issue that many automotive eCommerce vendors face, leading to inconsistencies, product information errors, and poor customer experiences.
Ensure your B2B eCommerce software has a full library of integrations that help you connect with ERP, CRM, PIP, and WHMs systems. For example, Akeneo, a PIM (product information management) system, offers a connector for eCommerce platforms, allowing sellers to pull in automotive data preserved in their ACEs and PIEs format.
Improve the customer experience
Customers are looking for value, convenience, and an intuitive purchasing experience in today’s competitive automotive environment. This means they want to quickly check and order the parts they need from the device they’re on, and according to the payment and shipping method they want. Most importantly, this means correct product information – from certifications to fitment data to installation instructions.
Look for a B2B eCommerce solution that gives back-office staff the flexibility to leverage customer and product data for memorable buying experiences. Look for automation, order workflow, terms negotiation, among other admin functionalities specific to your business requirements.
Boost productivity and lower costs
The B2B automotive sales and order fulfillment process is complicated. Brands must often juggle hundreds of thousands (if not millions) of SKUs, perform order checks and data entry, and ensure that great service is delivered. With a self-service portal that is open 24/7 and gives customers visibility of their orders, automotive brands can significantly cut back on catalog printing and order processing costs.
Brands can also work more effectively and stay agile, which is a major benefit in the competitive automotive environment. With digitized workflows and optimized, personalized order sequences with the right prices and quotes, it’s easier for customers to negotiate and purchase from you.
What automotive B2B eCommerce features should you look for?
User experience features
Your automotive parts eCommerce website must make it easy for customers to find what they are looking for. Look for the latest search capabilities that allow you to search by part number, description, or SKU. It should also be easy to browse, sort, and find exactly what’s needed. Furthermore, B2B buyers can be part of widely different business structures. Your platform must support their access permissions, approvals, and purchasing processes.
Localization
Automotive parts sales are rarely limited to a small geographical area. Your customers may be all over the world, and your eCommerce platform should help you reach them effectively. Your eCommerce system should support the addition of multiple websites, languages, and selling channels. Auto part businesses sold not only through B2B, but also B2B2C and D2C, and some are choosing to open their own B2B marketplace.
Pricing features
Businesses tend to make purchases with pre-determined prices, payment terms, and payment methods. What’s more, B2B auto parts orders can get large and drawn-out, so negotiating prices, setting minimum orders, and allowing one-click reordering will all make it easier for customers to purchase from you the next time around.
Performance
An automotive parts supplier can easily carry millions of SKUs, representing many variations or versions of products. Quick loading times, support for high traffic loads, and general robustness of your platform are the things you should look for. If you don’t consider your growth plans now, you could find yourself using a platform that doesn’t suit your needs, leading to costly replatforming in the future.
Customization
Since businesses are rarely alike, even the most purpose-built automotive eCommerce solution might not fit you like a glove. An eCommerce platform with a large network or ecosystem of developers, integrators, and consultants will help you launch a storefront with the right functionality quickly – and without any compromises.
Integration options
As mentioned above, every business is different. OEMs, suppliers, or accessory distributors may need to integrate with different automotive databases. Look for an eCommerce solution with an extensive API and integrations list complete with ERP, CRM, PIM, WHM, eProdurement, accounting, and other systems.
How PBE Jobbers improved the customer experience in automotive supplies
As one of the larger players in the space, PBE Jobbers distributes auto body paints and supplies to wholesalers and independent retailers. Since 1975, PBE built up their reputation on great customer experiences in the Eastern and Central US. Since implementing an online eCommerce platform from OroCommerce, they could streamline back-end processes and offer a great customer experience with an ERP and CRM integration to their eCommerce system. They could also expand into the B2B2C space, where wholesalers could launch their B2C online stores without the hassle of additional costs or implementation challenges.
To wrap it up…
A fast-growing automotive eCommerce market means that now is the ideal time to invest in B2B eCommerce. With internet-ready millennials soon to make up the majority of business buyers, automotive businesses can’t afford to miss out on this growing audience. Luckily, the B2B eCommerce software market is also growing, and auto parts businesses must look carefully for a solution that matches their needs.
True, selecting, and implementing your eCommerce solution will take some time. When shortlisting your automotive B2B eCommerce vendors, beware of the shiny object syndrome – keep the needs of your business and customers in mind. With enough research and perseverance, you’ll select the best solution to help you grow and expand your automotive business.