PARTS DEPARTMENT BY MIKE RICH INVESTING IN DIGITAL RETAILING Join the Future of Parts Commerce oday, consumers know they can buy just about anything online, which is why over 76% of Americans shop online. If you want it, there's probably a website that sells it and will deliver it to your door. Given how convenient online shopping is, it makes sense that most customers start their search for auto parts online. No matter what type of vehicle they drive or what part they need, it can be found online and delivered without the consumer ever leaving their home. The question is, why aren't more parts departments selling their parts online? Only 20% of dealers are selling online-despite the online parts market for first-party eCommerce retailers reaching $19.8 billion by the end of 2022, according to Hedges & Company. THE COMMON MISCONCEPTION ABOUT SELLING PARTS ONLINE The common misconception is that selling parts online is just a race to the bottom. Many believe that you must 52 T price your parts so low that you will lose all profit. The truth is, people are not just searching for the cheapest part they can find. Dealers across the U.S. drive millions in revenue by selling their parts online because they establish a strong digital retailing strategy. Consumers want an easy buying process and a great experience from a brand they know they can trust. Once you have that, then you can leverage a pricing strategy with higher margins. Running an online parts business puts out what you put in. This means you may need to invest time in your parts website to drive more traffic and convert more buyers. Digital retailing for the parts department is the online presentation of parts and accessories. INVEST TIME IN THE DETAILS The first investment into digital retailing for the parts department is selling your parts online through a