WheelPrice
WheelPrice is an Atlanta-based online marketplace where automotive enthusiasts buy and sell aftermarket wheels through fixed-price listings and live auctions, taking per-transaction fees and offering AI-powered fitment tools and buyer protection.
- Company typePrivate
- Founded2019
- HeadquartersAtlanta, United States
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What WheelPrice does
WheelPrice is a two-sided online marketplace that connects individual automotive enthusiasts to buy and sell aftermarket wheels. Founded in 2019 and based in Atlanta, the platform supports both fixed-price "Buy Now" listings and live auction transactions, with sellers paying a 7% fee and buyers paying a 3% fee on completed transactions. The company's core product, the WheelPrice Marketplace, is delivered via web and native iOS and Android applications, and is supplemented by complementary modules including the WheelPrice Protection buyer/seller coverage program, a Wheel Fitment Calculator, an AI-Powered Fitment Assistant, fitment and service educational resources, and a Shop Finder directory tool.
The platform's technology stack centers on standard marketplace infrastructure — listings, bidding, checkout, and refunds processed through Stripe and PayPal — with domain-specific tooling layered on top: an AI-driven compatibility assistant and interactive fitment calculator aimed at simplifying the vehicle-wheel matching workflow. Payment and shipping logistics are operationalized through prepaid shipping labels and local pickup options, supporting cross-border activity that spans the United States, Europe, and Asia Pacific.
WheelPrice's commercial model is a transactional take-rate applied per completed auction, with no listing or subscription fees. Its target customer is automotive enthusiasts — JDM, European, and muscle car owners, plus collectors seeking rare or discontinued wheel models — rather than enterprise or B2B buyers. Distribution runs through organic social (Instagram, Facebook, TikTok, YouTube, LinkedIn), SEO-driven resource content, and direct app store presence. The company has historically been capital-efficient, with $120,000 in seed funding from Techstars in July 2023 as its only disclosed financing event.
WheelPrice firmographics
Firmographics- Name
- WheelPrice
- Legal name
- WheelPrice
- Website
- https://wheelprice.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- WheelPrice is an Atlanta-based online marketplace where automotive enthusiasts buy and sell aftermarket wheels through fixed-price listings and live auctions, taking per-transaction fees and offering AI-powered fitment tools and buyer protection.
- Ownership category
- akta.pro rank
WheelPrice industry classification
Industry- Product category
- Online Automotive Wheel Marketplace
- NAICS
- Tire and Tube Merchant Wholesalers (42313)
- SIC
- Wholesale-Motor Vehicle Supplies & New Parts (5013)
- akta.pro primary industry
- Tires, Wheels & Retread Supply Distribution (TLAKAOAD)
Keywords
Where WheelPrice is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Markets served
WheelPrice business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Seller Transaction Fees: WheelPrice charges sellers a 7% fee for each completed auction transaction on the platform
- Buyer Transaction Fees: WheelPrice charges buyers a 3% fee for each completed auction transaction on the platform
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Marketplace transaction fee structure |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels9 records
WheelPrice product offering
Product offeringCore offering
WheelPrice operates an online two-sided marketplace that connects individual automotive enthusiasts who want to buy and sell automotive wheels. The platform supports both fixed-price listings and live auction-based transactions, and charges a 7% fee to sellers and a 3% fee to buyers on each completed auction transaction. It also offers a WheelPrice Purchase Protection plan that safeguards qualifying orders.
Product overview
WheelPrice operates as a comprehensive wheel marketplace platform consisting of a core marketplace where users can buy and sell wheels through fixed-price listings or live auctions. The platform is complemented by the WheelPrice Protection add-on for transaction safety, a Wheel Fitment Calculator for compatibility checking, educational Fitment Resources, a Shop Finder directory, and Service Guides. Mobile applications for iOS and Android extend access to the marketplace. The platform charges a 7% fee from sellers and 3% from buyers per completed transaction.
Differentiator
Problem solved
Functional benefit
Products and services
- WheelPrice Marketplace An online marketplace platform for automotive enthusiasts to browse listings, place bids, purchase wheels instantly, and arrange pickup or delivery worldwide.
- Auctions Live auction functionality that allows users to bid on wheels in real time, with competitive bidding, automatic winning bid determination, and a 48-hour payment window for winners.
- WheelPrice Purchase Protection A protection plan that safeguards qualifying orders placed on the WheelPrice marketplace, enhancing trust for buyers and sellers in peer-to-peer wheel transactions.
- WheelPrice Mobile App (iOS) A native iOS application that enables automotive enthusiasts to buy, sell, and trade wheels safely and quickly from their iPhone or iPad.
- WheelPrice Mobile App (Android) A native Android application that enables automotive enthusiasts to buy, sell, and trade wheels safely and quickly from their Android device.
Quantifiable outcome
- 3,925+ active wheel listings
- +1 more outcomes
Companies that use WheelPrice
Customer profileNamed customers4 records
Segments1 record
Ideal customer profiles1 record
WheelPrice technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
WheelPrice partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- BBS of AmericacoreBBS of America President Craig Donnelly is featured as a reference for WheelPrice, indicating a close working relationship. BBS is a premium German wheel manufacturer and their endorsement validates WheelPrice's credibility in the enthusiast market.
- KanseicoreKansei Brand Manager Chris Sempek serves as a reference for WheelPrice, indicating a partnership between the wheel brand and the marketplace platform.
- StanceworkscoreStanceworks Founder Mike Burroughs is featured as a reference. Stanceworks is a leading automotive lifestyle media platform, and this partnership helps legitimize WheelPrice within the automotive culture community.
- SEMAcoreSEMA (Specialty Equipment Market Association) is featured as a trusted industry reference. SEMA is the premier automotive specialty products trade organization, and their association adds credibility to WheelPrice as a legitimate marketplace.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
WheelPrice competitors and assessment
Company assessmentBroad incumbents
- Tire Rack: Tire Rack is the largest direct-to-consumer retailer of tires and wheels in the U.S. Comparable because it sells the same enthusiast-grade wheels to the same customer base, though via first-party inventory rather than a marketplace model.
- eBay Motors: eBay Motors is the dominant online marketplace for automotive parts and vehicles globally. Comparable as the primary horizontal marketplace where wheels are currently transacted, providing WheelPrice's main competitive benchmark for liquidity and take-rate economics.
- Vivid Racing: Vivid Racing is a long-established retailer of aftermarket wheels, tires, and performance parts. Comparable product category and enthusiast customer base, though it operates a first-party retail model with installation services rather than a peer-to-peer marketplace.
- OfferUp: OfferUp is a major mobile-first peer-to-peer marketplace that includes automotive parts and wheels. Comparable as a horizontal marketplace with automotive vertical, representing WheelPrice's competitive set for casual sellers and buyers.
- Facebook Marketplace: Facebook Marketplace is the largest free peer-to-peer classifieds platform in the U.S. and a major channel for automotive parts transactions. Comparable transaction model but with zero fees and substantially larger audience liquidity, representing WheelPrice's primary free-alternative competition.
Direct peers
- Fitment Industries: Fitment Industries is a leading retailer specializing in aftermarket wheels and tires for import and enthusiast vehicles. Highly comparable customer base and product focus, with curated wheels, fitment guarantees, and financing — though it operates as a retailer rather than marketplace.
- Bring a Trailer: Bring a Trailer is an enthusiast-focused online auction platform for collector and enthusiast vehicles and parts. Comparable auction-driven marketplace model, enthusiast audience overlap, and curated listings, though broader in scope (entire vehicles, not just wheels).
- Custom Off Set: Custom Off Set is a direct-to-consumer retailer specializing in aftermarket wheels, particularly for trucks and SUVs. Similar curated product focus on enthusiast wheels with fitment support, though operating as a retailer rather than marketplace.
- Car-Part.com: Car-Part.com operates online marketplaces for used auto parts across North America. Comparable marketplace model facilitating buyer-seller transactions for automotive parts, though focused on used/salvage parts rather than enthusiast aftermarket wheels.
Emerging players
- SubaruWheels / Reddit r/Wheels: Reddit's r/Wheels and brand-specific enthusiast subreddits (e.g., r/SubaruWheels, r/BMW) are informal community marketplaces where enthusiasts buy and sell wheels peer-to-peer. Comparable audience and transaction type, though with no protection or fee structure — representing both the demand WheelPrice targets and a zero-cost alternative.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
WheelPrice social profiles
Digital presenceWheelPrice financial estimates
Financial estimateRevenue estimate
Valuation estimate
WheelPrice leadership team
Management profileNumber of profiles
WheelPrice funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WheelPrice M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about WheelPrice
What does WheelPrice do?
WheelPrice operates an online two-sided marketplace that connects individual automotive enthusiasts who want to buy and sell automotive wheels. The platform supports both fixed-price listings and live auction-based transactions, and charges a 7% fee to sellers and a 3% fee to buyers on each completed auction transaction. It also offers a WheelPrice Purchase Protection plan that safeguards qualifying orders.
Is WheelPrice a public or private company?
WheelPrice is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was WheelPrice founded?
WheelPrice was founded in 2019. It employs 1 to 10 people.
Where is WheelPrice based?
WheelPrice is headquartered in Atlanta, United States, in the North America region.
How does WheelPrice make money?
Two revenue lines are on record. Seller Transaction Fees are the primary driver. The others are buyer Transaction Fees.
Who are WheelPrice's main competitors?
Broad incumbents on record are Tire Rack, eBay Motors, Vivid Racing, OfferUp and Facebook Marketplace. Direct peers are Fitment Industries, Bring a Trailer, Custom Off Set and Car-Part.com. SubaruWheels / Reddit r/Wheels is listed as an emerging player.
Does WheelPrice have an API?
No public API is recorded for WheelPrice.
What industry is WheelPrice in?
WheelPrice's product category is Online Automotive Wheel Marketplace. Its primary akta.pro industry code is TLAKAOAD, Tires, Wheels & Retread Supply Distribution. Its NAICS code is 42313 and its SIC code is 5013.