Understand how the online aftermarket really works

Online business is becoming increasingly important in the automotive aftermarket. At the same time, it remains a specialist field with its own dynamics, players and commercial rules. Many experienced aftermarket professionals understand traditional distribution extremely well, but are less familiar with the nuances that make online business fundamentally different. That is why AftermarketAcademy has developed a new standalone module:

Online Channel Management in the Automotive Aftermarket

The module was created in response to feedback from the market and is designed to help professionals understand the online aftermarket ecosystem, the strategic choices behind it and the impact of online channels on traditional distribution.

Online is not simply the traditional aftermarket through a screen

The traditional automotive aftermarket is built around established relationships between manufacturers, distributors, wholesalers, workshops and other partners. Online business changes several of these dynamics. Online visibility, product data, vehicle and part identification, price transparency, marketplaces, platform algorithms, customer reviews, online assortment and fulfilment all play a much more prominent role. Customers can compare suppliers, brands, products and prices instantly. B2B, B2C and different distribution models increasingly overlap. Manufacturers, distributors, webshops and marketplaces may cooperate in one area and compete in another. Understanding these differences is essential before developing an effective online strategy.

Online is not simply the traditional aftermarket viewed through a screen. It is a specialist niche within the aftermarket with its own players, mechanisms and rules.

That is the starting point of this module.

First understand the ecosystem

Before discussing strategy, participants first develop a clear understanding of how the online automotive aftermarket works. 

Topics include:

• The different types of online players

• Pure players versus traditional distributors with online activities

• Marketplaces and platform models

• E-procurement versus open e-commerce

• B2B and B2C online models

• The role of product and vehicle data

• Online pricing and price transparency

• Assortment and availability

• Fulfilment and logistics

• Online customer journeys

• Digital marketing and visibility

• The relationship between online and traditional distribution

The objective is to understand why strategies that work in traditional distribution do not automatically work online.

From e-commerce to Online Channel Management

The module goes beyond the question:

“How can we sell more online?”

The more important strategic question is:

“What role do we want to play within the online ecosystem, and how should this role relate to our existing customers and distribution partners?”

Within the module, we distinguish three key roles that manufacturers and brands can play.

Brand Builder

Building and protecting the online position of the brand.

This includes topics such as:

• Online visibility

• Product information

• Digital content

• Brand presentation

• Product availability

• Searchability and findability

Channel Orchestrator

Actively managing how different partners and channels work together.

This can include:

• Distributors

• Online retailers

• Marketplaces

• Specialist webshops

• Local partners

• Direct channels

The objective is to create clarity around roles, responsibilities and commercial boundaries.

Direct Seller

Selling directly to end users through proprietary channels or marketplaces. This creates opportunities, but also raises strategic questions about pricing, assortment, customer ownership and channel conflict. Companies can combine these roles. The challenge is to determine where the boundaries should be and how the different channels can reinforce each other.

Managing channel conflict

One of the most important topics within Online Channel Management is channel conflict. When manufacturers expand their online activities without a clear strategy, they may unintentionally compete with their own distributors or customers. 

Questions discussed during the module include:

• When does online sales activity support existing distribution?

• When does it create channel conflict?

• Should every product be available through every channel?

• How should online and offline pricing relate to each other?

• Who owns the customer relationship?

• Who controls the available data?

• What role should marketplaces play?

• How can manufacturers and distributors work together online?

• Where should clear commercial boundaries be defined?

The module does not promote one single strategy. The right solution depends on the company, brand, product category, market position, customer base and country.

Practical aftermarket examples

As with all AftermarketAcademy programmes, the module has a strong practical focus. We use real-world examples from the European automotive aftermarket and look at the different strategies used by:

• Parts manufacturers and brands

• Traditional distributors

• Online pure players

• Marketplaces

• Specialist webshops

• International and local online players

Examples involving companies and platforms such as AUTODOC, Amazon, eBay, Allegro and bol help illustrate how different models work in practice. The purpose is not to identify one winner or one ideal model, but to understand why different approaches work in different situations.

Who is the module for?

The module is particularly relevant for professionals working in:

• Sales

• Marketing

• E-commerce

• Product management

• Category management

• Business development

• General management

• Commercial strategy

It is suitable for professionals working at manufacturers, brands, distributors and other companies active in the automotive aftermarket. Advanced e-commerce knowledge is not required. The module is especially valuable for experienced aftermarket professionals who increasingly encounter online topics in their daily work but are not themselves online specialists.

What participants will take away

After completing the module, participants will have a clearer understanding of:

• How the online automotive aftermarket is structured

• Which players and business models are active

• How online differs from traditional aftermarket business

• Which strategic roles manufacturers and brands can play

• How marketplaces fit into the distribution landscape

• How pricing, product data, assortment and fulfilment influence online performance

• Where channel conflict can arise

• How online and traditional channels can reinforce each other

• Which questions need to be answered before defining an online strategy

A standalone AftermarketAcademy module

Online Channel Management has been developed as a standalone specialist module.It can be followed independently from the regular AftermarketAcademy onboarding programme and is designed for companies and professionals who want to deepen their understanding of one of the most important developments shaping the automotive aftermarket.

Want to understand how the online aftermarket really works and what it means for your organisation?

Contact AftermarketAcademy to discuss the Online Channel Management module.