Website Closers® presents an aftermarket Auto Performance Parts and Accessories company that has addressed a market gap by offering top-tier solutions catering to the off-road segment, encompassing trucks, SUVs, and all-terrain vehicles. Over the past decade, it has become a leading provider in the niche, resonating deeply with a diverse array of enthusiasts eager to depart from urban streets and challenge the capabilities of their automobiles in rugged terrains.
Business Broker Takeaway
Our analysis of this business shows that the value propositions present are strong for a firsttime buyer looking to get into the online space. We are excited about this business for three important reasons:
- Exclusive Products. Owns proprietary brands of fog light kits for Ford F150 Raptor and Ford Bronco, as well as suspension parts for Ford F150 Raptor TRX platforms.
- Success in captivating truck enthusiasts has facilitated the expansion of the catalog to over 60,000 SKUs. This continued appeal to customers who cherish both their vehicles and the outdoors creates a formidable combination. Moreover, the products attract DIY enthusiasts seeking parts to enhance the performance of their off-road vehicles.
- A strategic emphasis on higher-margin retail sales has proven highly lucrative, enabling management to diversify beyond B2C customers and secure additional wholesale accounts.
Sales Metrics
Although sales maintain consistency throughout the year, they experience a significant uptick from late spring through the summer, with peak months observed in November and December. While the majority of sales are attributed to males, there has been a notable 15% increase in female shoppers. The customer base spans a broad age range, with the largest demographic falling between 25 and 44.
Digital Marketing Strategy
A multifaceted digital marketing strategy drives sales. This approach encompasses PPC ads on Google and Facebook, an email marketing initiative targeting an extensive database of over 50,000 subscribers, and active engagement across channels.
The company has excelled on Meta platforms, amassing a following of over 90,000 individuals. Furthermore, its popular YouTube channel boasts nearly 600,000 views on posted videos. Committed to sharing original and captivating content regularly, the team actively participates in community forums on social media dedicated to discussions on vehicle performance.
SEO efforts are focused on on-site optimization, off-site link building, and creating wellresearched and informative blog articles, all managed by a leading digital marketing agency. These strategies have proven effective in attracting substantial organic traffic, with monthly unique website visitors surpassing 100,000.
Logistics, Personnel, & Workload
Products are procured from numerous manufacturers and wholesale distributors, and inventory is stored in a spacious 10,000-square-foot US-based warehouse that also serves as a retail outlet. Management places orders multiple times weekly, maintaining an average stock value of $1.2 million.
The owners handle various responsibilities, including overseeing accounting, operations, personnel, vendor relationships, and product data management.
Operational tasks are efficiently managed by a proficient team comprising three employees responsible for order fulfillment, warehousing, and customer service, alongside an operations manager, three dedicated salespeople, a social media manager, and a bookkeeper. All are motivated to remain with the company should a buyer wish. SEO and software development are outsourced.
Conclusion
This eCommerce business has proven its attractiveness within a lucrative niche market. It has consistently demonstrated strong revenue, and by focusing on selling in-house branded products with higher margins, the sellers have established a high-performing website that effectively caters to their customer base.
Furthermore, the company operates in a sector experiencing robust growth fueled by an increasing number of customers becoming more comfortable purchasing auto parts online.
