SimplePart
SimplePart is a B2B SaaS e-commerce platform that powers parts, accessories, service, and wholesale storefronts for 20+ automotive OEMs and their franchised dealer networks across North America, Australia, the UK, and Peru.
- Company typePrivate
- Founded2010
- HeadquartersAtlanta, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What SimplePart does
SimplePart is a B2B SaaS e-commerce platform provider focused exclusively on automotive aftermarket parts, accessories, and service. Founded in Atlanta around 2010 and now operating as a subsidiary of Infomedia Ltd (ASX:IFM), the company powers branded e-commerce programs on behalf of 20+ automotive OEMs — including Audi, BMW, Volvo, Toyota, Subaru, Stellantis/Mopar, Nissan, Ford, Kia, Hyundai, Infiniti, Isuzu, Mazda, MINI, Lexus, Lotus, Volkswagen, and RAM — across the United States, Canada, Australia, the UK, and Peru. The platform is OEM-mandated or OEM-endorsed in most programs, with the OEM typically subsidizing dealer participation; SimplePart claims 30%+ penetration of North American franchised dealerships and 77% penetration among Volvo USA dealers.
The core product is a cloud-based, PCI-compliant e-commerce engine integrated directly with OEM Electronic Parts Catalog (EPC) data (VIDA for Volvo, ETK for BMW/MINI, MOTOR for Audi), powering dealer-branded storefronts, assembly-diagram-driven parts lookup, accessories catalogs, wholesale portals for independent repair facilities, and online service scheduling with repair-order generation. Supporting modules include a Control Panel with 300+ real-time reports, integrated SEM/SEO services (Google and Bing Ads, Google My Business), payment integrations (PayPal, Stripe, Authorize.net, CenPOS, Mercado Pago), ShipStation shipping, eBay marketplace integration, ResellerRatings reputation management, and TeamViewer-based support. Pricing is tiered (LOCAL/Base/Base+/PRO/Advanced), with monthly subscriptions ranging from $0 (subsidized programs) to $1,500+/month, plus 15% agency fees on SEM ad spend and à-la-carte add-ons (eBay $125/month, performance coaching $450–$650 AUD per engagement). Distribution is via OEM enterprise mandates plus direct dealer inside-sales, with 24/7 in-house support positioned as a key retention lever.
SimplePart firmographics
Firmographics- Name
- SimplePart
- Legal name
- SimplePart, LLC
- Website
- https://simplepart.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- SimplePart is a B2B SaaS e-commerce platform that powers parts, accessories, service, and wholesale storefronts for 20+ automotive OEMs and their franchised dealer networks across North America, Australia, the UK, and Peru.
- Ownership category
- akta.pro rank
SimplePart industry classification
Industry- Product category
- Automotive Aftersales E-commerce SaaS
- NAICS
- Automotive Parts and Accessories Retailers (44133), Automotive Parts, Accessories, and Tire Retailers (4413), Service Establishment Equipment and Supplies Merchant Wholesalers (42385)
- SIC
- Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010), Retail-Auto & Home Supply Stores (5531)
- akta.pro primary industry
- Automotive Parts, Tools & Accessories Marketplaces (CRAFABAJ)
- akta.pro secondary industries
- Automotive Parts, Tires & Workshop Supplies Marketplaces (CRAFAHAD), Automotive Parts & Accessories Omnichannel (CRAFAEAL)
Keywords
Where SimplePart is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
SimplePart business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Platform Subscription (Dealer Packages): Dealers pay monthly SaaS subscription fees across tiered packages (LOCAL/BASE/BASE+/PRO/Advanced). Prices range from $0 subsidized to $1,500+/month depending on the OEM program and tier selected. Revenue is recurring monthly.
- SEM Agency Fees & Ad Spend Management: SimplePart charges minimum monthly ad spend requirements plus a 15% agency fee on SEM spend across marketing tiers. Some programs bundle ad spend minimums (e.g., $500–$1,400/month). Revenue is recurring and tied to marketing service adoption.
- eBay Integration Fee: Optional eBay marketplace integration addon at $125/month, providing dealers with expanded online distribution beyond their branded storefront.
- Performance Coaching / Consulting: Optional performance and strategy coaching sessions sold as add-on engagements ($450–$650 AUD/engagement) to dealers seeking hands-on business consulting.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | LOCAL / Base1 — Catalog-only (no e-commerce) |
| Subscription | Monthly | Base2 / BASE+ — Local SEM advertising tier |
| Subscription | Monthly | PRO / Advanced — Full-suite performance tier |
| Subscription | Monthly | Volvo Canada Base/Base+ — OEM-subsidized program |
| Subscription | Monthly | eBay Integration Add-on |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
SimplePart product offering
Product offeringCore offering
SimplePart provides a cloud-based SaaS e-commerce platform that enables automotive OEMs and their franchised dealers to launch branded online storefronts for selling genuine parts, accessories, and service appointments. The platform integrates directly with OEM Electronic Parts Catalog (EPC) data (VIDA, ETK, MOTOR), supports wholesale ordering for independent repair facilities, includes a Control Panel with 300+ reports, and is delivered through 20+ OEM-branded programs including Volvo Parts & Accessories Online, Audi Virtual Counter, Toyota Parts Center Online, and Subaru Parts Online across North America, Australia, the UK, and Peru.
Product overview
SimplePart is a B2B SaaS e-commerce platform provider specializing in digital fixed-ops solutions for automotive OEMs and their dealers. The platform operates as a unified system with four core product categories: Parts E-commerce, Accessories E-commerce, Service E-commerce, and Wholesale E-commerce. These are supplemented by EPC & Catalog Authoring tools, Business Analytics (Control Panel with 300+ reports), and Integrated Digital Marketing services. SimplePart delivers its platform through 20+ branded OEM programs (e.g., Audi Virtual Counter, BMW Online Store, Volvo Parts & Accessories Online, Toyota Parts Center Online, Subaru Parts Online) targeting specific automotive brands and regions. The company also offers standardized SimplePart Packages (Base, Base+ Advertising, PRO) for dealers without dedicated OEM programs, plus specialized modules like the B2B Solution for showroom floor sales. The platform integrates with major payment processors (PayPal, Stripe, Authorize.net, CenPOS, Mercado Pago), shipping tools (ShipStation), eBay marketplace, and various marketing platforms. SimplePart is now part of Infomedia Ltd (ASX:IFM), which also provides Microcat parts selling platform, Superservice repair quoting, and Infodrive data solutions.
Differentiator
Problem solved
Functional benefit
Products and services
- Parts E-commerce Dealer-facing online storefront for selling genuine OEM parts with assembly diagrams, clickable hotspots, mobile-responsive design, real-time inventory, and order processing. Sold to franchised dealers across all supported OEM programs.
- Accessories E-commerce Dealer-facing online storefront for selling OEM accessories and lifestyle merchandise, often integrated with branded gear catalogs.
- Service E-commerce Online service scheduling and payment platform enabling dealers to sell service appointments, track Repair Order (RO) acquisition costs (reported reduction from $40/RO to $2/RO), and serve DIFM customers.
- Wholesale E-commerce B2B online ordering platform for Independent Repair Facilities (IRFs) with personalized pricing matrices, VIN filtering, EPC-driven part search, and saved order lists.
- EPC & Catalog Authoring Electronic Parts Catalog solutions including catalog authoring, digital kiosks, merchandising tools, and transformation of raw OEM EPC data (e.g., VIDA, ETK, MOTOR) into retail-friendly product descriptions and photography.
- Business Analytics (Control Panel) Web-based Control Panel with 300+ real-time reports providing insight into online store performance, sales metrics, customer behavior, and ROI tracking across dealer accounts.
- Integrated Digital Marketing Search Engine Marketing (SEM), SEO, local directory listings, Google & Bing Shopping ads, and promotional tools driving traffic to dealer e-commerce sites, delivered as a managed service with 15% agency fees on ad spend.
- BMW Online Store (Canada) OEM-branded e-commerce platform for BMW Canada dealers selling genuine BMW parts and accessories online, available in LOCAL, BASE, and PRO packages with ETK EPC integration.
- BMW Motorrad Online Store (Canada) OEM-branded parts and accessories e-commerce program for BMW Motorrad Canada dealers with BASE, BASE+AD, and Advanced tier options.
- Audi Virtual Counter OEM-branded e-commerce program for Audi of America and Audi Canada dealers selling genuine Audi parts and accessories online, available in Base1, Base2, and Advanced packages with MOTOR catalog integration.
- Lexus Parts & Accessories Online (LPAO) OEM-branded e-commerce platform for Lexus USA dealers with LPAO and LPAO+Marketing packages featuring EPC-driven catalog and trilingual support.
- INFINITI Parts & Accessories Online OEM-branded aftersales e-commerce program for INFINITI USA retailers with Base, Base+ Advertising, Advanced, and PRO package options.
- Isuzu Truck Parts Online OEM-branded e-commerce program for Isuzu commercial vehicle dealers selling parts and accessories online, available in BASE, BASE+, and PRO tiers.
- MINI Canada Online Store OEM-branded parts e-commerce platform for MINI Canada dealers with LOCAL, BASE, and PRO packages featuring ETK-driven catalog.
- Mazda Parts Online OEM-branded e-commerce program for Mazda USA dealers with Base, Base+ Advertising, and PRO packages featuring OEM parts catalog integration.
- Nissan Parts & Accessories Online OEM-branded e-commerce solution for Nissan USA aftersales and fixed ops with Base and PRO package options.
- Nissan Peru Parts & Accessories Online OEM-branded official online store for authorized Nissan dealers in Peru, with BASICO, BASICO PLUS, and SUPERIOR packages and Mercado Pago integration.
- Mopar Parts Online OEM-branded e-commerce program for Stellantis (formerly FCA) dealers selling genuine Mopar parts and accessories, with Base, Base+, and Advanced packages.
- Subaru Parts Online (USA) OEM-branded official aftersales e-commerce program for Subaru USA dealers with Base, Base+, and Advanced packages; eligible for the Subaru Ad Fund (SAF).
- Toyota Parts Center Online OEM-branded e-commerce platform for Toyota USA dealers with Base/Base+ Advertising and PRO packages, including access to the Toyota Direct Fulfillment Program.
- VW Online Store & Catalog (USA) OEM-branded e-commerce program for Volkswagen of America and VW Canada dealers, with LOCAL, Base1, Base2, and Advanced packages featuring OE and MOTOR catalog integration.
- Volvo Parts & Accessories Online OEM-branded official e-commerce program for Volvo USA and Canada dealers, with Accessories Only, BASE, BASE+ Advertising, Advanced, and PRO packages featuring VIDA-driven catalog; adopted by 77% of Volvo USA dealers.
- Ford Canada Parts Online OEM-branded e-commerce platform for Ford Canada dealers with Base, Base+, and Advanced packages, including a wholesale module with 50 PVD pricing categories.
- Ford Australia Parts & Accessories Online OEM-branded e-commerce program for Ford Australia dealers with Rural and Metro packages.
- Hyundai Auto Canada Parts Online OEM-branded e-commerce program for Hyundai Canada dealers with Base and PRO packages; the first 36 months are sponsored by Hyundai Auto Canada Corp (HACC).
- Kia Parts & Accessories Online (USA) OEM-branded e-commerce program for Kia USA dealers with PRO packages and an optional wholesale parts module.
- SimplePart Packages (Base, Base+, PRO) Generic e-commerce packages (Base, Base+ Advertising, PRO) offered to dealers across multiple OEM programs, providing standardized tiered functionality ($186–$1,500+/month) for parts and accessories selling, with optional eBay integration.
- B2B Showroom Solution Tools and functions for selling accessories in dealership showrooms, including customer lists, quotes, custom price tags, and collateral sales materials for parts and accessories staff.
Quantifiable outcome
- 30%+ of North America's dealerships use SimplePart
- +7 more outcomes
Companies that use SimplePart
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles2 records
SimplePart technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Feature7 records
SimplePart partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered flagship, core and minor.
- Infomedia Ltd (ASX:IFM)flagshipSimplePart is an Infomedia Ltd company (ASX:IFM). Infomedia is a global SaaS platform provider in parts, service, and data insights, offering Microcat parts selling platform, Superservice repair quoting solutions, and Infodrive data and predictive marketing platform. Combined, SimplePart and Infomedia serve over 220,000 dealership professionals across 50 brands in 186 countries.
- Volvo Car USAcoreSimplePart was selected as the official parts & accessories e-commerce vendor for Volvo Car USA. The national program site usparts.volvocars.com launched on October 7, 2016. SimplePart also powers the Volvo Canada program.
- Volkswagen of AmericacoreSimplePart was awarded a contract to develop Accessories Catalogs for both Volkswagen and Audi brands in the United States in October 2015. Powers VW dealer e-commerce at parts.vw.com.
- Audi of AmericacoreSimplePart develops and operates Audi Virtual Counter dealer e-commerce program, integrated with parts.audiusa.com. Also operates the Audi Canada Virtual Counter.
- Toyota Motor Sales USAcoreSimplePart powers Toyota Parts Center Online, providing dealer storefronts integrated with parts.toyota.com. Toyota is one of 20 OEM programs.
- Subaru of AmericacoreSimplePart powers Subaru Parts Online across USA and Canada, with the national site parts.subaru.com and dealer-level storefronts.
- Stellantis (formerly FCA)coreSimplePart powers the Mopar Parts Online (Stellantis) dealer e-commerce program, serving as the 'Genuine Chrysler Parts' digital platform.
- BMW Group (USA & Canada)coreSimplePart powers BMW Canada Online Store and BMW Motorrad Canada Online Store. BMW USA Motorrad also listed on the platform.
- Nissan (USA, Canada, Peru)coreSimplePart powers Nissan Parts & Accessories Online in USA, Canada, and Peru (Nissan Parts & Accessories Online program).
- PayPalcorePayPal is integrated as a payment processing option across SimplePart dealer e-commerce storefronts. Available on most OEM program sites.
- StripecoreStripe is integrated as a payment processing option across SimplePart dealer e-commerce storefronts, particularly on Canada and Volvo programs.
- Authorize.netcoreAuthorize.net is integrated as a payment processing option across SimplePart dealer e-commerce storefronts.
- eBayminorDealers can integrate their SimplePart-powered storefront with eBay to expand marketplace reach, with a $125/month optional integration fee.
- Google PartnerscoreSimplePart holds a Google Partner badge, reflecting certified SEM agency status for managing Google Ads campaigns for dealer storefronts.
- Microsoft Partner (Bing Ads)minorSimplePart manages Bing Ads as part of its SEM offering for dealer storefronts alongside Google advertising.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
SimplePart competitors and assessment
Company assessmentEmerging players
- Tekion: Tekion offers a cloud-native automotive retail platform (DMS, CRM, digital retailing) for dealers and OEMs. Competes with SimplePart in the OEM-mandated dealer e-commerce and digital retailing layer with a modern cloud architecture and large venture backing.
- LotLinx: LotLinx provides AI-driven digital marketing and inventory advertising for automotive dealers. While focused more on new/used vehicle merchandising than parts, it competes for dealer SEM wallet and OEM programmatic partnerships adjacent to SimplePart's marketing services.
Broad incumbents
- DealerSocket (Cox Automotive): Cox Automotive's DealerSocket provides dealer CRM, desking, and digital retailing tools to franchised dealerships. Overlaps with SimplePart in dealer-facing sales and digital workflow software, but as part of a much broader Cox Automotive portfolio (Manheim, Autotrader, Kelley Blue Book).
- Dealertrack (Cox Automotive): Dealertrack, part of Cox Automotive, provides DMS, financing, and digital retailing solutions to franchised dealers. Overlaps with SimplePart on dealer e-commerce and online credit/application workflows within a broader Cox Automotive suite.
- CDK Global: CDK Global is the dominant provider of dealer management systems (DMS) and has been layering e-commerce, digital retailing, and marketing capabilities onto its platform. Directly competes with SimplePart for dealer technology wallet share, especially as OEMs consolidate vendor stacks.
Direct peers
- PureCars: PureCars is a digital marketing and advertising platform purpose-built for automotive dealers, focused on SEM, SEO, and customer lifecycle marketing. Directly comparable to SimplePart's integrated SEM/SEO offering as a managed-service add-on for dealers.
- Shift Digital: Shift Digital provides digital marketing, e-commerce, and fixed-ops solutions for automotive OEMs and dealers, including parts-selling websites. Directly overlaps with SimplePart's OEM-branded dealer e-commerce programs and SEM management services.
- PBS Systems: PBS Systems is a major Canadian provider of DMS and dealer software used by franchised auto dealers. Comparable to SimplePart as a dealer-facing SaaS vendor in the fixed-ops workflow, with overlapping customers in Canada.
- Microcat (Infomedia): Microcat is Infomedia's sister parts selling platform for dealers, focused on electronic parts catalog and counter-sale workflows. Sister product to SimplePart inside the Infomedia group, often bundled into the same OEM RFP responses.
- Frazer Computing: Frazer Computing provides DMS and dealer software to independent and franchised dealerships, with a strong footprint in used and BHPH dealers. Comparable to SimplePart in providing dealer-facing SaaS tools, though typically more focused on back-office and inventory than OEM parts e-commerce.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks3 records
Key highlights7 records
Customer concentration
SimplePart social profiles
Digital presenceSimplePart compliance and trust
Trust signalCompliance2 records
SimplePart financial estimates
Financial estimateRevenue estimate
Valuation estimate
SimplePart leadership team
Management profileNumber of profiles
Profiles9 records
SimplePart funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SimplePart 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 SimplePart
What does SimplePart do?
SimplePart provides a cloud-based SaaS e-commerce platform that enables automotive OEMs and their franchised dealers to launch branded online storefronts for selling genuine parts, accessories, and service appointments. The platform integrates directly with OEM Electronic Parts Catalog (EPC) data (VIDA, ETK, MOTOR), supports wholesale ordering for independent repair facilities, includes a Control Panel with 300+ reports, and is delivered through 20+ OEM-branded programs including Volvo Parts & Accessories Online, Audi Virtual Counter, Toyota Parts Center Online, and Subaru Parts Online across North America, Australia, the UK, and Peru.
Is SimplePart a public or private company?
SimplePart is a private company. It is classified as corporate owned and is currently operating.
When was SimplePart founded?
SimplePart was founded in 2010. It employs 51 to 100 people.
Where is SimplePart based?
SimplePart is headquartered in Atlanta, United States, in the North America region.
How does SimplePart make money?
Four revenue lines are on record. SaaS Platform Subscription (Dealer Packages) is the primary driver. The others are SEM Agency Fees & Ad Spend Management, eBay Integration Fee and performance Coaching / Consulting.
Who are SimplePart's main competitors?
Emerging players on record are Tekion and LotLinx. Broad incumbents are DealerSocket (Cox Automotive), Dealertrack (Cox Automotive) and CDK Global. Direct peers are PureCars, Shift Digital, PBS Systems, Microcat (Infomedia) and Frazer Computing.
Does SimplePart have an API?
No public API is recorded for SimplePart.
What industry is SimplePart in?
SimplePart's product category is Automotive Aftersales E-commerce SaaS. Its primary akta.pro industry code is CRAFABAJ, Automotive Parts, Tools & Accessories Marketplaces, with a secondary code of CRAFAHAD, Automotive Parts, Tires & Workshop Supplies Marketplaces. Its NAICS code is 44133 and its SIC code is 5013.