Midwest Aftermarket

What Midwest Aftermarket does

Midwest Aftermarket is a privately held, bootstrapped e-commerce retailer of aftermarket truck and Jeep accessories, headquartered in Litchfield, Illinois. The company sells a catalog of more than 2,200 SKUs spanning suspension, exterior protection, interior, performance, and truck bed categories, carrying third-party brands such as Westin, Rancho, Schaeffer's, WeatherTech, BAK, Roll-N-Lock, AMP Research, Steelcraft, Bilstein, FASS, AirDog, Pop and Lock, Dee Zee, and Weather Guard. Its storefront runs on Shopify and offers a vehicle-specific fitment "Garage" that maps products to a customer's make, model, and year, with US-based customer support, free ground shipping to the contiguous US, and international shipping to markets including Canada, the UK, Germany, France, the Netherlands, Switzerland, New Zealand, and the UAE.

The company operates a primarily direct-to-consumer model with unit-level pricing across the catalog (roughly $8 small accessories to $1,500+ premium suspension and cover items), supplemented by a B2B dealer program for aftermarket retailers and installers. Marketing is multi-channel: blog content covering install guides and product comparisons, an email newsletter with a $5 sign-up incentive, and an active presence across Facebook, X, Pinterest, Instagram, TikTok, and YouTube. Founded circa 2014, the firm has remained privately held with no disclosed external funding, no parent company, and no identified institutional investors.

Name

Midwest Aftermarket

Legal name

Midwest Aftermarket

Website

https://midwestaftermarket.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Midwest Aftermarket is a privately held e-commerce retailer based in Litchfield, Illinois that sells more than 2,200 aftermarket truck and Jeep accessories from brands like Westin, Rancho, WeatherTech, and BAK to individual vehicle owners and a B2B dealer network via a Shopify storefront.

Ownership category

akta.pro rank

Product category

Automotive aftermarket parts retail

NAICS

Automotive Parts and Accessories Retailers (44133)

SIC

Retail-Auto & Home Supply Stores (5531), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro industry

PRIMARYCRAOANAI

Accessories & appearance products distribution (interior/exterior accessories, detailing, car care)

Consumer Products & Retail/Wholesale, Distribution & Category Management/Automotive Aftermarket Parts & Accessories Distribution

SECONDARYCRAOANAH

Performance, racing & tuning parts distribution

Consumer Products & Retail/Wholesale, Distribution & Category Management/Automotive Aftermarket Parts & Accessories Distribution

SECONDARYCRAOANAB

Maintenance, service & repair (MSR) parts distribution (filters, belts, hoses, wipers, fluids)

Consumer Products & Retail/Wholesale, Distribution & Category Management/Automotive Aftermarket Parts & Accessories Distribution

Keywords

• Truck accessories retail
• Aftermarket auto parts
• Tonneau covers
• Suspension components
• Vehicle fitment ecommerce

Headquarters

HQ city

Litchfield

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: The company generates revenue through direct product sales of aftermarket truck parts and accessories via their e-commerce storefront. Products include tonneau covers, bed accessories, suspension components, floor mats, bumpers, running boards, engine oils, and more from various brand partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Midwest Aftermarket is an online retailer that sells 2,200+ aftermarket truck and Jeep accessories through its Shopify-powered e-commerce storefront. Product categories include tonneau covers, floor mats, bull bars, bumpers, nerf bars/running boards, truck bed accessories, air intakes, lift pumps, oils/filters, leveling kits, shocks/struts, wheels/tires, tool boxes, and tailgate accessories from third-party brands such as Westin, Rancho, WeatherTech, BAK, Schaeffer's, Roll-N-Lock, AMP Research, and Steelcraft. The site offers a vehicle-specific fitment ("Garage") lookup, free shipping to the continental US, price matching, and a dealer/reseller program.

Product overview

Midwest Aftermarket is an online retailer of aftermarket truck and Jeep accessories, offering a diverse portfolio of products across multiple categories including Tonneau Covers, Floor Mats, Bull Bars, Bumpers, Nerf Bars & Running Boards, Truck Bed Accessories, Air Intake Systems, Lift Pumps, Oil and Oil Filters, Leveling Kits, Shocks and Struts, Wheels and Tires, Tool Boxes, and Tailgate Accessories. The company carries major brands such as Roll-N-Lock, BAK, WeatherTech, Steelcraft, Westin, Rancho, Schaeffer's, AMP Research, and Last Boks. Their platform enables customers to browse, select vehicle-compatible products, and purchase accessories with free shipping to the continental US.

Differentiator

Problem solved

Functional benefit

Products and services

• Tonneau Covers Truck bed covers including retractable, folding hard, and soft folding designs from brands such as Roll-N-Lock, BAK, Extang, and Retrax, sold to pickup truck owners.
• Floor Mats & Liners Custom-fit floor mats and liners for truck interiors from WeatherTech and Husky Liners.
• Bull Bars Front-end protection bars for trucks and SUVs.
• Bumpers Heavy-duty front and rear bumpers for pickup trucks from brands like Steelcraft and Westin.
• Nerf Bars & Running Boards Side steps and running boards for easier vehicle access.
• Truck Bed Accessories Bed organizers, bed extenders, tool boxes, and cargo management solutions for truck beds.
• Air Intake Systems Performance air intake systems for improved engine airflow and performance.
• Lift Pumps and Accessories Premium diesel lift pumps from FASS and AirDog for maximum fuel efficiency and engine performance.
• Oil and Oil Filters Engine oils, transmission fluids, and filters from Schaeffer's including full synthetic formulations and specialized racing blends.
• Leveling Kits Adjustable leveling kits and suspension systems including Rancho QuickLIFT products for vehicle stance adjustment.
• Shocks and Struts Performance shocks and struts from Rancho, Bilstein, and Fox for superior handling and comfort.
• Wheels and Tires High-performance wheels, tires, and tire carriers for all-terrain and off-road driving.
• Tool Boxes Heavy-duty truck bed tool boxes including crossover saddle boxes, under-seat drawers, and side-mount boxes from Weather Guard and Dee Zee.
• Tailgate Accessories Tailgate locks, power tailgate locks, and tailgate assists from Pop and Lock and Dee Zee.
• AMP Research BedXtender Truck bed extenders available in HD Sport, HD Max, and HD Moto variants that add up to 2 feet of hauling space, made from 6063 T6 Aluminum alloy.
• Dealer/Reseller Program B2B program allowing automotive aftermarket retailers, resellers, and installers to become authorized resellers of Midwest Aftermarket products for resale to end consumers.

Quantifiable outcome

• Over 2,200 products available across multiple categories
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core, major and minor.

• WestincoreChannel Partner/ Reseller/ DistributorWestin is a major brand partner whose products (grille guards, step bars, bumpers, tire carriers) are sold through Midwest Aftermarket's e-commerce platform. Westin is one of the most prominently featured brands in their inventory.
• RanchocoreChannel Partner/ Reseller/ DistributorRancho is a key suspension brand partner offering shocks, struts, and leveling kits. Products include RS5000X, RS9000XL, and QuickLIFT series sold through the platform.
• Schaeffer'scoreChannel Partner/ Reseller/ DistributorSchaeffer's is an oils and lubricants brand partner providing synthetic oils, greases, and transmission fluids for both gasoline and diesel engines sold on the platform.
• WeatherTechmajorChannel Partner/ Reseller/ DistributorWeatherTech is a brand partner specializing in floor mats and automotive accessories, featured prominently in blog content and product recommendations.
• BAKmajorChannel Partner/ Reseller/ DistributorBAK is a truck bed cover brand partner offering Revolver X2, Revolver X4s, and BAKFlip MX4 tonneau covers recommended in blog content.
• Roll-N-LockmajorChannel Partner/ Reseller/ DistributorRoll-N-Lock is a retractable tonneau cover brand partner whose M-Series covers are featured as premium options in blog recommendations.
• AMP ResearchmajorChannel Partner/ Reseller/ DistributorAMP Research is a brand partner for truck bed extenders (BedXtender HD series) and other truck accessories, with detailed product guides on their website.
• SteelcraftmajorChannel Partner/ Reseller/ DistributorSteelcraft is a body armor and protection brand partner offering grille guards, sidebars, and bumpers with significant inventory presence.
• BilsteinmajorChannel Partner/ Reseller/ DistributorBilstein is a suspension brand partner offering shocks and struts, mentioned alongside Rancho as a trusted suspension brand.
• ShopifycoreTechnology or IntegrationMidwest Aftermarket's e-commerce platform is powered by Shopify, which handles the online store infrastructure, payment processing, and order management.
• Pop and LockmajorChannel Partner/ Reseller/ DistributorPop and Lock is a tailgate accessory brand partner offering manual and powered tailgate locks, featuring prominently in tailgate accessory guides.
• Dee ZeemajorChannel Partner/ Reseller/ DistributorDee Zee is a truck accessory brand partner offering under-seat drawers and tailgate assists, featured in organization and tailgate accessory content.
• Weather GuardmajorChannel Partner/ Reseller/ DistributorWeather Guard is a tool box and storage brand partner whose products are featured in tool box organization guides.
• FASSminorChannel Partner/ Reseller/ DistributorFASS is a diesel lift pump brand mentioned in product descriptions for premium diesel fuel filtration systems.
• AirDogminorChannel Partner/ Reseller/ DistributorAirDog is a diesel lift pump brand partner offering fuel systems for Cummins, Duramax, and Powerstroke engines.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Amazon: Amazon is the dominant general online marketplace and carries nearly every brand and SKU Midwest Aftermarket lists, often with Prime shipping. It is the single largest competitive force on price, selection, and convenience for the same truck/Jeep enthusiast buyer.
• AutoZone: AutoZone is the largest U.S. specialty retailer of aftermarket automotive parts and accessories, with thousands of stores plus a mature e-commerce site. While its assortment skews to MSR/maintenance, it competes with Midwest Aftermarket on accessories, batteries, filters, and increasingly on truck/Jeep fitment.

Direct peers

• CARiD: CARiD is an online multi-category aftermarket auto accessories retailer carrying many of the same premium brands as Midwest Aftermarket (Westin, BAK, WeatherTech). It competes for the same customer shopping flow across exterior, interior, and performance accessories.
• 4 Wheel Parts: 4 Wheel Parts is a long-standing off-road and truck/Jeep aftermarket retailer with both online and physical store presence. It competes in overlapping categories (suspension, bumpers, lighting, tonneau covers) and serves a similar enthusiast pickup/Jeep customer.
• Stage 3 Motorsports: Stage 3 Motorsports is an online retailer focused on Ford F-150 and truck aftermarket parts and accessories. It targets the same vehicle-specific fitment experience and carries overlapping brands in suspension, exterior, and bed cover categories.
• AmericanTrucks: AmericanTrucks (a RealTruck property) is a leading online retailer specializing in F-150, Ranger, and Super Duty aftermarket parts. It sells the same premium brands (WeatherTech, BAK, Rancho) via an identical DTC e-commerce model with fitment search, making it the closest direct comparable to Midwest Aftermarket.
• Summit Racing Equipment: Summit Racing is one of the largest U.S. performance and truck/Jeep aftermarket parts retailers, with deep SKU breadth, exclusive lines, and a strong enthusiast brand. It overlaps with Midwest Aftermarket's performance, suspension, and accessory categories and shares the same DIY enthusiast buyer.
• Extreme Terrain: Extreme Terrain is a specialty online retailer of Jeep Wrangler and Gladiator aftermarket parts and accessories. It targets the same Jeep owner persona that Midwest Aftermarket serves, using the same vehicle-fitment, content, and brand-portfolio playbook.
• RealTruck: RealTruck is the largest U.S. online retailer and brand portfolio company for pickup truck accessories and aftermarket parts. It owns AmericanTrucks, ExtremeTerrain, and other vertical sites and competes head-to-head with Midwest Aftermarket across tonneau covers, bumpers, suspension, and interior accessories for the same pickup and Jeep customer base.

Emerging players

• Thoroughbred Diesel: Thoroughbred Diesel is an online retailer specializing in diesel truck (Cummins, Duramax, Powerstroke) aftermarket parts, including lift pumps (FASS, AirDog) and performance components. It overlaps with Midwest Aftermarket's diesel lift pump and performance categories and serves a similar enthusiast truck owner.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/MidwestAMKT
• YouTubeyoutube.com/c/MidwestAftermarket
• Facebookfacebook.com/midwestaftermarket
• Instagraminstagram.com/midwestaftermarket
• Pinterestpinterest.com/midwestamkt
• TikToktiktok.com/@midwestaftermarket

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 Midwest Aftermarket