MidwayPlus
- Company typePrivate
- Founded2021
- HeadquartersNovi, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
MidwayPlus firmographics
Firmographics- Name
- MidwayPlus
- Legal name
- Midway Plus, LLC
- Website
- https://midwayplus.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
MidwayPlus industry classification
Industry- Product category
- B2B Ecommerce SaaS for Aftermarket Automotive
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Automotive Parts, Tires & Workshop Supplies Marketplaces (CRAFAHAD)
Keywords
Where MidwayPlus is headquartered
LocationHeadquarters
- HQ city
- Novi
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
MidwayPlus business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Brand/Seller Platform Fees: Fees charged exclusively to Brands for access to the platform services. The fees are listed on individual order forms provided to sellers. Resellers join free of charge. This is the primary revenue stream, with the company not profiting from products sold on the platform.
- Payment Processing: MidwayPlus has partnered with Stripe to provide payment processing. While Stripe handles the payment infrastructure, the platform facilitates transactions between brands and resellers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Reseller (Buyer) Access - Free |
| Subscription | Others | Brand (Seller) Platform Access - Custom Pricing |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
MidwayPlus product offering
Product offeringCore offering
MidwayPlus is a cloud-based B2B eCommerce SaaS platform built specifically for the aftermarket automotive parts industry. It connects manufacturers and brands directly with vetted resellers, providing automated order processing, real-time inventory visibility, multi-state sales tax compliance, and pre-built ERP/shipping/EDI integrations. The platform enables manufacturers to launch in 90 days and sell 24/7 to qualified buyers without adding staff or technology overhead.
Product overview
MidwayPlus is a B2B eCommerce SaaS platform for aftermarket automotive parts that connects manufacturers directly with vetted resellers. The core MidwayPlus Platform serves as the central hub, supplemented by the Reseller Portal module for buyer self-service. Key integrated modules include Order Management System for automated processing, Sales Tax Compliance Module for 50-state tax automation, ERP Integration Suite connecting to NetSuite/QuickBooks/Acctivate/Cin7/Zoho, EDI Integration via FTP/AS2, Shipping Integration Suite with DHL/FedEx/UPS/USPS/R&L carriers, Analytics Dashboard for real-time reporting, Marketing Tools for B2B promotions, Product Data Management for catalog control, Customer Service Tools for CSR efficiency, Invite-Only Access Control for curated buyer networks, MidwayPlus API for custom development, and Freight Configuration for shipping settings. The platform operates on an invitation-only basis with a 90-day go-to-market timeline and is powered by 1.7 million lines of in-house code with a novel software patent granted in September 2023.
Differentiator
Problem solved
Functional benefit
Products and services
- MidwayPlus Platform B2B eCommerce SaaS platform for aftermarket automotive parts enabling manufacturers to sell direct to vetted resellers, with automated order processing, multi-state sales tax compliance, real-time inventory, ERP integration, marketing tools, and analytics. Targets aftermarket automotive manufacturers and brands, with a free reseller-facing marketplace.
Quantifiable outcome
- $20-$70K reduced spend on tax compliance
- +6 more outcomes
Companies that use MidwayPlus
Customer profileNamed customers12 records
Segments2 records
Ideal customer profiles2 records
MidwayPlus technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration21 records
Feature8 records
MidwayPlus partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core and standard.
- StripecoreStripe is MidwayPlus's payment processing partner, enabling manufacturers and resellers to facilitate and monetize payments for their aftermarket business. Benefits include accepting 135+ currencies, multiple payment methods (credit cards, ACH, Apple Pay, Google Pay, BNPL options), global scaling capabilities, instant payouts, fraud detection, and PCI DSS Level 1 compliance.
- Oracle NetSuitecoreNetSuite ERP integration allowing real-time inventory management and order processing synchronization with MidwayPlus platform.
- QuickBooks Online & DesktopcoreQuickBooks integration for accounting and financial management synchronization with the platform.
- ShipStationstandardShipping integration for label printing and shipment tracking.
- AcctivatestandardInventory management ERP integration with MidwayPlus.
- Cin7standardSupply chain and inventory management integration.
- BigCommercestandardEcommerce platform integration for extended commerce capabilities.
- ZohostandardBusiness management suite integration.
- ShopifystandardEcommerce platform integration.
- MagentostandardEnterprise ecommerce platform integration.
- WooCommercestandardWordPress ecommerce platform integration.
- SemaDatastandardAutomotive aftermarket data standardization integration for product data exchange.
- SkuVault/WD FeedstandardInventory management and data feed integration.
- FedExstandardShipping carrier integration.
- UPSstandardShipping carrier integration.
- USPSstandardShipping carrier integration.
- DHLstandardShipping carrier integration.
- Zebra Browser PrintstandardLabel printing hardware integration for shipping labels.
- FTP/AS2standardElectronic data interchange (EDI) protocols for enterprise data exchange.
Scale indicators10 records
Recent moves8 records
Expansion highlights5 records
MidwayPlus competitors and assessment
Company assessmentDirect peers
- PartsTech: Aftermarket parts catalog and search platform that connects parts suppliers with shops and consumers — comparable as a parts-marketplace intermediary serving similar automotive aftermarket customers.
- RevolutionParts: Direct competitor offering a B2B/automotive parts e-commerce platform for dealers and parts manufacturers, with deep fitment data and ERP integrations — the closest comparable in product and customer base.
- TradeCentric: B2B e-commerce integration platform that connects suppliers' ERPs (NetSuite, SAP, Dynamics) with buyer procurement systems — overlaps MidwayPlus in B2B order automation, ERP connectivity, and tax/compliance for vertical commerce.
- Motovicity Distribution: Aftermarket performance parts distributor historically led by MidwayPlus COO Greg Atkins — competes for the same buyer pool and is a target channel partner/disintermediation candidate for MidwayPlus brands.
Emerging players
- Ordergroove: Subscription and B2B commerce platform for brands and manufacturers — overlaps with MidwayPlus on branded commerce experiences, ERP integrations, and direct-to-reseller/distributor digital workflows.
- ChannelEngine: Marketplace integration SaaS that helps brands syndicate products across marketplaces — adjacent technology to MidwayPlus with overlapping concepts (ERP data, multi-channel commerce) but a marketplace-management rather than storefront focus.
Broad incumbents
- BigCommerce: Public B2B/B2C commerce SaaS platform with a 'B2B Edition'; shares MidwayPlus's e-commerce, ERP integration, and checkout features but lacks the automotive-vertical specialization and tax-exemption tooling.
- Speed Commerce: Established e-commerce platform and services provider with B2B capabilities including integrations and order management — overlaps with MidwayPlus on the technology layer, though broader/horizontal rather than automotive-specific.
- Shopify (Shopify B2B): Largest SMB commerce platform; Shopify B2B and Shopify Plus overlap with MidwayPlus on storefront, payments, and integrations, and represents the most likely horizontal entrant into automotive aftermarket B2B.
Others
- Eastwood: MidwayPlus customer and DIY restoration retailer that also sells wholesale; not a direct competitor but a reference customer whose B2B business model (and migration to MidwayPlus) signals the digital wholesale shift MidwayPlus is targeting.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
MidwayPlus social profiles
Digital presenceMidwayPlus compliance and trust
Trust signalCompliance1 record
MidwayPlus financial estimates
Financial estimateRevenue estimate
Valuation estimate
MidwayPlus leadership team
Management profileNumber of profiles
Profiles3 records
MidwayPlus funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MidwayPlus 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 MidwayPlus
What does MidwayPlus do?
MidwayPlus is a cloud-based B2B eCommerce SaaS platform built specifically for the aftermarket automotive parts industry. It connects manufacturers and brands directly with vetted resellers, providing automated order processing, real-time inventory visibility, multi-state sales tax compliance, and pre-built ERP/shipping/EDI integrations. The platform enables manufacturers to launch in 90 days and sell 24/7 to qualified buyers without adding staff or technology overhead.
Is MidwayPlus a public or private company?
MidwayPlus is a private company. It is classified as venture growth investor backed and is currently operating.
When was MidwayPlus founded?
MidwayPlus was founded in 2021. It employs 1 to 10 people.
Where is MidwayPlus based?
MidwayPlus is headquartered in Novi, United States, in the North America region.
How does MidwayPlus make money?
Two revenue lines are on record. Brand/Seller Platform Fees are the primary driver. The others are payment Processing.
Who are MidwayPlus's main competitors?
Direct peers on record are PartsTech, RevolutionParts, TradeCentric and Motovicity Distribution. Emerging players are Ordergroove and ChannelEngine. Broad incumbents are BigCommerce, Speed Commerce and Shopify (Shopify B2B). Eastwood is listed as an others.
Does MidwayPlus have an API?
Yes. MidwayPlus offers a REST API that integrates with ERP systems (Oracle Netsuite, Quickbooks, Acctivate, Cin7, Zoho), EDI (FTP, AS2), inventory management (SkuVault/WD Feed), data platforms (Magento, Shopify, WooCommerce, BigCommerce), shipping (ShipStation, DHL, FedEx, UPS, USPS, R&L), and label printing (Zebra Browser Print). The API enables real-time inventory management, order processing, and data synchronization between the platform and third-party systems.
What industry is MidwayPlus in?
MidwayPlus's product category is B2B Ecommerce SaaS for Aftermarket Automotive. Its primary akta.pro industry code is CRAFAHAD, Automotive Parts, Tires & Workshop Supplies Marketplaces. Its SIC code is 7372.