Tires-Easy

What Tires-Easy does

Tires-Easy is a US direct-to-consumer online tire retailer founded in 2004 and headquartered in El Segundo, California. The company operates a digital marketplace where individual drivers across the continental United States can search for tires by vehicle model, tire size, or brand, compare options across a portfolio of 200+ tire manufacturers (including BF Goodrich, Bridgestone, Continental, Cooper, Falken, General, Goodyear, Hankook, Kumho, Michelin, Pirelli, and Toyo), and complete purchases with optional local installation through a network of 1,000+ partner installers anchored by Pep Boys, Monro, and TireChoice. Free expedited shipping and a 45-day return policy are standard, and a dedicated Tires Easy Truck platform addresses commercial fleet procurement.

The platform is built around proprietary technology components including a real-time pricing engine that integrates thousands of warehouse data points for competitive pricing, an automated inventory system providing accurate stock visibility, a multichannel customer service platform (phone, chat, email, web), and the proprietary Easy Test Score — a 10-point rating algorithm blending performance data, expert insights, user reviews, and UTQG scores. Supporting services include a Knowledge Center with tire-buying and maintenance content, a Membership Program with a Secret Price Mode offering up to 40% off eligible tires, Road Hazard Protection add-on coverage, and integrated financing through Affirm (BNPL, 10–36% APR), Katapult (lease-to-own), PayPal, Synchrony CAR CARE, and manufacturer co-branded credit cards. Shipping is fulfilled via FedEx.

The business model is primarily transactional tire sales with a one-time-purchase revenue stream, supplemented by referral and partnership fees from financing providers. Pricing is competitive and discount-driven, anchored by Lightning Savings promotions, manufacturer rebates of $50–$200 per set of four, and coupon-based incentives. The customer base is fragmented across individual consumers, and the company reports cumulative sales of over 8 million tires since founding, 53K+ five-star ratings, a 4.7 Shopper Approved score, and 95% repurchase intent. Tires-Easy is privately held, has not disclosed funding rounds, and is led by CEO Adam Barker.

Name

Tires-Easy

Legal name

Tires-Easy

Website

https://tires-easy.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

Tires-Easy is a US direct-to-consumer online tire marketplace, founded in 2004 and headquartered in El Segundo, California, selling 200+ tire brands to individual drivers and commercial fleets with nationwide delivery and a 1,000+ partner installation network.

Ownership category

akta.pro rank

Product category

Online Tire Retail

NAICS

Tire Dealers (441340)

akta.pro primary industry

Retail Tire Sales & Installation (Consumer) (TLAKADAA)

akta.pro secondary industry

Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD)

Keywords

• Online tire retail
• Tire e-commerce
• Tire installation services
• Auto parts marketplace
• Tire replacement services

Headquarters

HQ city

Benicia

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Tire Sales: Direct sales of tires to consumers through the online marketplace. Revenue generated from margin on tire sales with competitive pricing across 200+ brands. Offers local installation through partner network and free expedited shipping.
2. Financing Services: Partnership-based financing options through Affirm, Katapult, and PayPal offering buy-now-pay-later and lease-to-own arrangements. Revenue generated through referral fees and partnerships with financial service providers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Tires-Easy is a direct-to-consumer online tire marketplace selling new tires from over 200 brands, allowing customers to search by vehicle model, tire size, or brand. Orders are fulfilled with free expedited shipping or routed to a network of 1,000+ partner installers (including Pep Boys, Monro, and TireChoice) for local installation, with financing available through Affirm, Katapult, and PayPal.

Product overview

Tires Easy operates as a direct-to-consumer online tire marketplace founded in 2004, headquartered in El Segundo, California. The core platform enables customers to search and purchase tires by vehicle model, size, or brand from over 200 tire manufacturers. The ecosystem includes complementary services: local installation through a network of partner installers (Pep Boys, Monro, TireChoice), tire financing via Affirm/Katapult/PayPal, a Knowledge Center with educational content, a membership program with additional savings, road hazard protection add-ons, and order tracking. The company competes in the $60 billion U.S. tire replacement market and has sold over 8 million tires.

Differentiator

Problem solved

Functional benefit

Products and services

• Tires Easy Online Tire Marketplace A direct-to-consumer e-commerce platform that enables customers to search, compare, and purchase new tires by vehicle model, tire size, or brand, with options for home delivery or local installation and financing at checkout.
• Tire Installation Services National partner installer network providing local tire installation at checkout, including Pep Boys, Monro, TireChoice, and 1,000+ other trusted service centers across the continental US.
• Tire Financing Buy-now-pay-later and lease-to-own financing options offered at checkout through partners Affirm (APR 10-36%), Katapult (no credit check), and PayPal.
• Membership Program with Secret Price Mode Subscription-based membership program that unlocks the Secret Price Mode offering up to 40% off eligible tires and additional savings across the catalog.
• Road Hazard Protection Optional add-on protection plan covering punctures, cuts, snags, and impacts for 3 years, with replacement of up to 100% of tire cost and roadside assistance.

Quantifiable outcome

• Over 8 million tires sold since 2004
• +3 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and supporting.

• Pep BoyscoreChannel Partner/ Reseller/ DistributorNational installer partner network providing local tire installation services to Tires Easy customers. Over 1,000 partner installers available for convenient installation at checkout.
• MonrocoreChannel Partner/ Reseller/ DistributorNational installer partner network providing local tire installation services to Tires Easy customers. Over 1,000 partner installers available for convenient installation at checkout.
• TireChoicecoreChannel Partner/ Reseller/ DistributorNational installer partner network providing local tire installation services to Tires Easy customers. Over 1,000 partner installers available for convenient installation at checkout.
• AffirmcoreGTM or Marketing PartnerBuy-now-pay-later financing partner offering flexible payment plans with APR from 10-36%, no hidden fees, and quick eligibility checks for qualifying purchases.
• KatapultcoreGTM or Marketing PartnerLease-to-own financing partner requiring no credit check, small down payment, no late fees, and early payoff options for tire purchases.
• PayPalsupportingGTM or Marketing PartnerPayment processing partner offering buy-now-pay-later options and standard PayPal payment functionality at checkout.
• FedExcoreImplementation/ SI/ Consulting PartnerShipping partner providing free fast delivery to customers' homes or businesses for tire orders.
• Synchrony (CAR CARE)supportingGTM or Marketing PartnerFinancing program partner providing CAR CARE credit card financing options for tire purchases.
• Goodyear Credit CardsupportingGTM or Marketing PartnerManufacturer co-branded credit card partner offering additional rebates and savings when using the Goodyear Credit Card for qualifying purchases.
• Continental Credit CardsupportingGTM or Marketing PartnerManufacturer co-branded credit card partner offering additional rebates up to $80 extra with Continental Credit Card on qualifying purchases.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tire Rack: Tire Rack is the dominant direct-to-consumer online tire and wheel retailer in the US, founded in 1979. It is the most direct comparable to Tires-Easy, competing on the same online purchase model with home delivery and installer network, plus a deep content and testing library that parallels Tires-Easy's Easy Test Score.
• Discount Tire / Discount Tire Direct: Discount Tire operates one of the largest US tire retail footprints with strong e-commerce capabilities, including direct shipping and a national installer/service network. Directly competes with Tires-Easy on online tire pricing, brand breadth, and installation convenience.
• Priority Tire: Priority Tire is an online-only tire retailer focused on discount pricing, free shipping, and a broad brand portfolio. Closely comparable to Tires-Easy's direct-to-consumer marketplace model, though with a thinner installation-network offering.
• SimpleTire: SimpleTire operates an online tire marketplace aggregating inventory from regional distributors and installers for nationwide fulfillment and installation. Highly comparable business model to Tires-Easy: online search, multi-brand selection, and partner-based installation at checkout.

Broad incumbents

• Goodyear (goodyear.com direct): Goodyear is one of the largest global tire manufacturers and increasingly sells direct online with co-branded credit cards and rebates that compete with Tires-Easy. Represents both a major supplier and a growing DTC competitor.
• Continental Tire (continentaltire.com direct): Continental Tire manufactures and sells premium tires direct online with its own rebate and credit-card programs. A key brand supplier to Tires-Easy that is also extending DTC, increasing competitive overlap.
• Michelin (michelinman.com direct): Michelin is a global tire manufacturer that sells directly online and through tire dealer networks. Comparable to Tires-Easy as both a major brand partner and a long-term DTC threat.
• Amazon (Tires store): Amazon sells tires through its marketplace with Fitment Finder and partner installers such as Pep Boys for installation. A scale competitor in online tire search and purchase, with structural advantages in logistics and customer acquisition.

Emerging players

• Pep Boys: Pep Boys is a national automotive service and tire retailer and also a Tires-Easy installation partner. Comparable as both a service-channel collaborator and an independent online tire seller competing for the same end consumer.
• Monro Inc. Monro is a national undercar repair and tire service operator that also retails tires online through its brands. A Tires-Easy installation partner that increasingly competes in the same online tire channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/tires_easy_com
• YouTubeyoutube.com/c/tireseasy
• Facebookfacebook.com/tireseasy
• Instagraminstagram.com/tireseasy
• TikToktiktok.com/@tires.easy
• Pinterestro.pinterest.com/tireseasy
• LinkedInlinkedin.com/company/tires-easy

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Tires-Easy