throtl Marketplace

What throtl Marketplace does

throtl Marketplace operates a direct-to-consumer e-commerce platform headquartered in San Diego that retails aftermarket performance parts and accessories for cars and trucks. Its catalog spans ten major product categories — brakes, drivetrain, engine, exhaust, suspension, wheels and tires, exterior, interior, intake, and lights — and lists thousands of SKUs across premium brands including Kooks, NGK, Mishimoto, Borla, Magnaflow, Injen and Corsa Performance. Core platform functionality is centered on a vehicle-specific part search/compatibility matching tool, a "Virtual Build / 3D Builder" that lets customers save products to build lists, and standard e-commerce merchandising (deals, best sellers, new products, open-box, rebates, seasonal promotions, and a Military/Medical/First Responder program).

The company monetizes through three streams: one-time product sales across a wide price range (under $50 entry-level items to over $2,000 premium components), an annual VIP membership subscription offering cash rewards and free shipping on orders over $99, and a B2B Dealer Program that grants wholesale access to automotive shops and commercial buyers. Distribution is primarily through the throtl.com storefront with phone-based sales tech support (1-610-990-4557), free shipping on orders over $149, and a dealer/onboarding funnel for B2B accounts. A branded merchandise sub-line (tees, hoodies, hats, keychains, stickers, gift cards) extends monetization beyond functional parts.

Go-to-market is product-led and content-led: the brand maintains an active YouTube channel featuring project-car builds (BMW M340i, Ferrari 458 Italia, Honda Civic Si, Ford GT restoration), runs social accounts on Facebook and Instagram, distributes an email newsletter, and runs a "Dream Build Contest." Industry presence includes SEMA Show activations and a three-year strategic partnership with WD-40 Brand anchored by a 2005 Ford GT restoration showcased at SEMA 2025. Leadership comprises co-founders Evan Beckerman (COO), Mickey Andrade and Erol Erturk (CTO), with Rick Beckerman serving as President; the company is privately held with 1-10 reported employees.

Name

throtl Marketplace

Legal name

throtl

Website

https://throtl.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

throtl Marketplace is a San Diego e-commerce platform retailing aftermarket performance parts and accessories for cars and trucks, serving automotive enthusiasts, dealers, and content creators via vehicle-specific fitment search, an annual VIP rewards subscription, and a B2B dealer/wholesale program.

Ownership category

akta.pro rank

Product category

Aftermarket Automotive Parts

NAICS

Automotive Parts and Accessories Retailers (441330)

SIC

Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Automotive Parts, Tools & Accessories Marketplaces (CRAFABAJ)

akta.pro secondary industries

Automotive Parts, Tires & Workshop Supplies Marketplaces (CRAFAHAD), Performance, racing & tuning parts distribution (CRAOANAH)

Keywords

• Aftermarket auto parts
• Performance car parts
• Vehicle parts ecommerce
• Automotive accessories retail
• Car enthusiast marketplace

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel

Revenue model

1. Product Sales: One-time product sales of aftermarket performance parts and accessories for cars and trucks. Customers purchase individual items through the e-commerce platform with various pricing points ranging from under $50 to over $1,000 for premium components.
2. VIP Membership Program: Rewards program offering cash back on purchases, free shipping benefits, and exclusive discounts to enrolled members
3. Dealer Program: Wholesale/bulk purchasing program for dealers and businesses in the automotive aftermarket

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Throtl Marketplace is an online e-commerce marketplace that sells premium aftermarket performance parts and accessories for cars and trucks across categories including brakes, drivetrain, engine, exhaust, suspension, wheels and tires, exterior, interior, intake, and lighting. The platform aggregates hundreds of brands, supports vehicle-specific compatibility search, and complements sales with a VIP rewards program and a B2B Dealer Program.

Product overview

Throtl Marketplace is an online e-commerce platform for premium performance parts and accessories for cars and trucks. The platform operates as a marketplace featuring multiple product categories including Brakes, Drivetrain, Engine, Exhaust, Suspension, Wheels & Tires, Exterior, Interior, Intake, and Lights. The ecosystem includes a Deals platform for promotional items, a Merch sub-brand for apparel and accessories, a VIP loyalty program offering cash rewards and free shipping, and a Dealer Program for B2B wholesale access. Popular brand partners include Kooks, NGK, Mishimoto, Borla, Magnaflow, Injen, Corsa Performance, and many others. The platform also features a Dream Build Contest and regularly collaborates on automotive content projects like the WD-40 Brand Ford GT restoration for SEMA Show.

Differentiator

Problem solved

Functional benefit

Products and services

• Throtl Deals Promotional platform featuring discounted performance parts, open box items, best sellers, new products, vehicle collectibles, and seasonal sales for automotive enthusiasts.
• Throtl Merch Branded merchandise including apparel (tees, hoodies, outerwear), accessories (hats, keychains, stickers), and gift cards for automotive enthusiasts.
• Brakes Complete brake system components including Big Brake Kits, Brake Conversion Kits, Brake Lines & Hoses, Brake Pad & Rotor Kits, Brake Pads, Brake Rotors, and Caliper Covers for performance and utility vehicles.
• Drivetrain Drivetrain components including Axles, Clutch Kits, Differentials, Driveshafts, Flywheels, Gears, Transmissions, Transfer Cases, Lockers, and Shifters for performance upgrades.
• Engine Engine performance parts and components including Cold Air Intakes, Turbocharger Kits, Supercharger Kits, ECUs & Engine Management Systems, Fuel Delivery, Radiators, and tuning equipment.
• Exhaust Exhaust system components including Headers, Mid-Pipes, Mufflers, Catalytic Converters, Axle-Back and Cat-Back Systems, Downpipes, and Exhaust Tips for performance sound and power.
• Suspension Suspension upgrade components including Coil Over Kits, Air Suspension, Lift Kits, Lowering Kits, Shocks & Struts, Control Arms, Sway Bars, and Handling Kits for improved vehicle dynamics.
• Wheels & Tires Wheel and tire packages, individual tires, and wheel accessories for performance and aesthetic vehicle customization.
• Exterior Vehicle exterior modifications including Body Kits, Hoods, Bumpers, Fenders, Mirrors, Lights, Winches, Racks, Bed Covers, and aerodynamic components.
• Interior Interior upgrades including Seats, Steering Wheels, Audio & Electronics, Gauges, Floor Mats, Seat Covers, and dashboard accessories for comfort and performance aesthetics.
• Intake Air intake systems including Cold Air Intakes, Intake Manifolds, Throttle Bodies, Mass Air Flow Sensors, and intake accessories for improved engine breathing and performance.
• Lights Lighting upgrades including Headlights, Tail Lights, Fog Lights, Light Bars, Accent Lights, and Off-Road Lighting for visibility and styling.
• VIP Program Customer loyalty program offering VIP cash rewards, free shipping on orders over $99, exclusive deals, and special promotions for enrolled members.
• Dealer Program Free dealer program allowing automotive shops and businesses to access wholesale pricing and dedicated support for purchasing performance parts.

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• WD-40 BrandcoreStrategic or Co-development Partner · 1 January 2025WD-40 Brand and Throtl have a three-year partnership to collaborate on automotive content and restoration projects. Their most notable collaboration is the restoration of a 2005 Ford GT into a race car, showcased at the 2025 SEMA Show. The partnership emphasizes the use of WD-40 Brand products in automotive restoration processes and aims to inspire automotive enthusiasts through high-profile build projects.

Scale indicators7 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• AutoZone: AutoZone is the largest U.S. specialty retailer of automotive parts and accessories, operating thousands of stores plus a substantial e-commerce site. While it skews to replacement/maintenance parts rather than performance, its scale and fitment data investments (e.g., ALLDATA) make it a structural competitor for fitment-driven parts search.
• Advance Auto Parts: Advance Auto Parts is a major multi-channel auto parts retailer serving both DIY and professional installer customers. It competes with throtl on routine replacement and accessories SKUs and increasingly invests in online ordering and B2B/Pro programs that encroach on dealer-style accounts.
• O'Reilly Auto Parts: O'Reilly Auto Parts operates a national chain plus a growing e-commerce business focused on DIY and professional customers. While centered on replacement parts, its expanding performance/accessories assortment and large online catalog put it in indirect competition with throtl across many categories.

Direct peers

• Stage 3 Motorsports: Stage 3 Motorsports is a DTC e-commerce retailer specializing in performance parts with a strong YouTube and social presence, deep SKU count, and a focus on late-model Mustang/Camaro/Challenger enthusiasts. It competes for the same project-car buyer that anchors throtl's traffic and order book.
• RealTruck: RealTruck (formerly Truck Hero) is a vertical e-commerce destination for truck and SUV aftermarket accessories, with vehicle-specific search, fitment guarantees, and major-brand distribution rights. It directly mirrors throtl's marketplace-plus-fitment model for a closely overlapping enthusiast buyer.
• Diesel Power Products: Diesel Power Products sells performance and aftermarket parts for diesel trucks with deep exhaust, intake, and tuning inventory. It mirrors throtl's Kooks/diesel-tail exhaust assortment and dealer-friendly distribution model for the diesel enthusiast segment.
• CARiD: CARiD is an online retailer of aftermarket automotive parts and accessories carrying many of the same premium brands as throtl (Borla, Kooks, Magnaflow, Injen, etc.) with vehicle fitment filtering. It competes head-to-head for the same enthusiast and installer customers across exhaust, intake, lighting, and exterior categories.
• Summit Racing Equipment: Summit Racing is one of the largest direct-to-consumer retailers of performance aftermarket parts, with a massive catalog spanning engines, drivetrain, exhaust, and suspension, plus its own media/content channels. It is the canonical peer for throtl's enthusiast-focused performance parts e-commerce model.
• Turn5 (AmericanTrucks, AmericanMuscle, ExtremeTerrain): Turn5 operates multiple DTC e-commerce brands (AmericanTrucks, AmericanMuscle, ExtremeTerrain) selling aftermarket performance parts and accessories with vehicle-specific fitment search, branded content production, and VIP-style loyalty programs. The throtl careers page links to turn5.com, suggesting either a related-party or directly comparable operator in the same niche.

Others

• Mishimoto: Mishimoto is a manufacturer of performance cooling, intake, and engine components that throtl distributes at retail. It is a key supplier partner; its growing DTC ambitions also make it a notable adjacent player for performance parts demand and pricing dynamics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCCwfRj2zwwmPfphv4Hh9weQ?sub_confirmation=1
• Facebookfacebook.com/throtl
• Instagraminstagram.com/throtl
• Xx.com/throtlmktplc
• LinkedInlinkedin.com/company/throtl-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about throtl Marketplace