What SEMA Data does

SEMA Data is an industry-owned data cooperative for the specialty automotive aftermarket, operated as a program of the Specialty Equipment Market Association (SEMA), a non-profit trade association incorporated in California. The platform standardizes and distributes manufacturer product data using industry-standard ACES (Aftermarket Catalog Exchange Standard) and PIES (Product Information Exchange Standard) formats, serving two primary customer segments: manufacturers, importers, and brand owners who need data onboarding, validation, and distribution to approved resellers; and distributors, retailers, and eCommerce operators who need clean, current product data to power websites, POS systems, and internal applications. Core products include the PIMS / SEMA Data Central Product Information Management System, PartsHub for self-service cataloging, the SEMA Data Scorecard quality rating (Bronze/Silver/Gold/Platinum), True View Catalog and True View Audit for catalog verification, an Inventory Feed module, and the annual Data Excellence Awards program. The platform hosts 600+ manufacturer brands, has surpassed 1,200 plugin downloads for its free WooCommerce, Shopify, and BigCommerce integrations, and reports 253 brands actively updating data in a recent 45-day window.

SEMA Data monetizes via recurring subscription programs: manufacturer monthly data management plans starting at $99/month including onboarding, validation, storage, and unlimited exports to approved resellers, and tiered reseller subscriptions (Launch free, Accelerate, Turbo, Mach) with increasing data access, export filtering, and feature depth. Additional revenue comes from professional services (DIY-style data cataloging with industry experts), optional add-ons such as Fitment Conflict & Overmapping Resolution Support, and partner-driven revenue via integrations with Bridge Below (True View Audit) and Admark Automotive (turnkey B2C/B2B eCommerce platform). Go-to-market is community-led and event-driven, anchored at the SEMA Show and PRI Show through dedicated booths, monthly Ask the Experts webinars, and an annual Users Meetup; APIs and free eCommerce plugins drive adoption and embed SEMA Data into reseller daily workflows. The organization is small (11-50 employees) and headquartered alongside SEMA in Diamond Bar, California, with no external funding disclosed.

Ownership remains with SEMA (a nonprofit parent), and there is no disclosed involvement of venture capital or private equity. The cooperative structure aligns the platform's incentives with the membership-driven SEMA base, but constrains aggressive capital deployment or venture-style scaling. Near-term product and partnership activity (Scorecard v3 in 2024, paid reseller tiers in 2025, Inventory Feed, True View Audit, Fitment Resolution Support, and the Admark Automotive partnership in 2026) indicates a focus on deepening product breadth, expanding monetization beyond the free tier, and capturing more of the downstream eCommerce stack.

Name

SEMA Data

Legal name

Specialty Equipment Market Association, Inc.

Website

https://semadata.org

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

SEMA Data is an industry-owned data cooperative for the specialty automotive aftermarket, operated by the Specialty Equipment Market Association. It standardizes and distributes manufacturer product data in ACES and PIES formats to brands and resellers via its PIMS platform, plugins, and APIs.

Ownership category

akta.pro rank

Product category

Automotive Aftermarket Data Management

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821), Custom Computer Programming Services (541511)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Product Information Management (PIM), Digital Shelf & Content Syndication Services (CRAOAOAH)

akta.pro secondary industry

Data Analytics & Business Intelligence Services (BPAHALAC)

Keywords

• Automotive aftermarket data
• Product information management
• Vehicle parts cataloging
• Data standardization services
• ECommerce data feeds

Headquarters

HQ city

Diamond Bar

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Manufacturer Data Subscription Programs: Monthly data management programs for manufacturers providing onboarding, validation, storage in ACES/PIES formats, and unlimited exports to approved resellers. Programs start as low as $99/month.
2. Reseller Data Subscription Tiers: Tiered subscription plans for resellers: Launch (free tier with limited access), Accelerate, Turbo, and Mach tiers with increasing data access and export capabilities. Turbo and Mach subscribers get additional features like filtered exports.
3. Professional Services: Do-It-With-Me data cataloging services with industry experts to assist manufacturers through the data management process and best practices.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels9 records

Core offering

SEMA Data operates a centralized data cooperative and Product Information Management System (PIMS) for the specialty automotive aftermarket, providing manufacturers with tools to standardize product data in ACES and PIES formats and to distribute it to resellers. Its offerings include the PIMS platform, PartsHub, reseller data subscription programs and free eCommerce plugins that enable real-time, validated product information to flow from brand owners to distributors, retailers and online stores.

Product overview

SEMA Data is an industry-owned centralized data repository for the specialty automotive aftermarket, providing a unified platform plus modular services for product data management. The core platform consists of PIMS (Product Information Management System) / SEMA Data Central for manufacturers to store, validate, and distribute product data in ACES and PIES industry standards, paired with PartsHub as a DIY cataloging alternative. The ecosystem includes a tiered Data Subscription Program (Launch, Accelerate, Turbo, Mach) for resellers, eCommerce plugins for WooCommerce, Shopify, and BigCommerce, True View tools for catalog verification, Inventory Feed for centralized data management, and the Scorecard quality rating system with Data Excellence Awards. Additional services include Ask the Experts training sessions and Fitment Conflict Resolution support.

Differentiator

Problem solved

Functional benefit

Brands

• PIMS: Product Information Management System - a platform for managing and distributing product data
• PartsHub
• SDC

Products and services

• PIMS (Product Information Management System) / SEMA Data Central Centralized cloud-based Product Information Management platform that lets specialty automotive aftermarket manufacturers, importers and brand owners create, validate and syndicate standardized product and fitment data to resellers in ACES and PIES formats.
• PartsHub Reseller-facing data subscription platform that aggregates participating manufacturer data feeds and provides searchable access for distributors, retailers and eCommerce operators in the specialty automotive aftermarket.
• Reseller Data Subscription Program Tiered monthly subscription program for distributors, retailers and eCommerce resellers to access standardized, validated manufacturer product data feeds through PartsHub and APIs.
• SEMA Data eCommerce Plugins Free plugins for WooCommerce, Shopify and BigCommerce that allow automotive aftermarket resellers to pull validated manufacturer product, fitment and asset data directly into their online stores.
• SEMA Data BigCommerce Plugin Free BigCommerce integration that delivers validated automotive aftermarket product and fitment data into BigCommerce storefronts.
• SEMA Data Scorecard Proprietary quality rating system that scores manufacturer product data against ACES/PIES compliance and data quality criteria, providing transparency into catalog quality across the cooperative.
• True View Catalog Online Tool launched through a partnership with Bridge Below that supports catalog and product application management for aftermarket subscribers.
• True View Audit Audit tool launched in partnership with Bridge Below that validates and reviews automotive aftermarket product applications and catalog data quality.
• Fitment Conflict and Overmapping Resolution Support Standalone service offering that diagnoses and resolves fitment conflicts and overmapping issues within ACES vehicle application data submitted by manufacturer subscribers.

Quantifiable outcome

• 253 brands updated product data in the last 45 days
• +2 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature7 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Admark AutomotivecoreStrategic or Co-development Partner · 27 May 2026SEMA Data partnered with Admark Automotive to deliver a turnkey eCommerce platform built for both B2C and B2B, providing tools to maximize the extensive product content provided by SEMA Data to sell faster and smarter. The partnership addresses a key challenge faced by SEMA Data members: the need for a well-designed, dependable platform that can seamlessly integrate the extensive data provided by SEMA Data.
• Spork MarketingminorGTM or Marketing PartnerSpork Marketing presented at SEMA Data Users Meetup on how AI is reshaping search, visibility, and product discovery, making accurate, complete, and structured data more important than ever.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Catsy: Catsy is a PIM and product data management platform for brands and manufacturers, with capabilities in categorization, enrichment, and channel syndication. It is comparable to SEMA Data's PIMS and PartsHub offerings at the manufacturer data management layer, particularly for distributors and brand owners.
• ChannelEngine: ChannelEngine is a product content syndication and marketplace integration platform that distributes product data to marketplaces and eCommerce channels. Its content syndication capabilities parallel SEMA Data's reseller distribution layer, though it focuses on marketplace endpoints rather than fitment-grade aftermarket data.
• Plytix: Plytix is a lightweight PIM platform aimed at small and mid-sized brands managing product content and syndication. It overlaps with SEMA Data's PartsHub and lower-tier PIMS use cases for SMB manufacturers, but operates as a generic SaaS without industry standards stewardship.
• 1WorldSync: 1WorldSync is a GS1-aligned product content network enabling manufacturers to share rich product data with trading partners globally. It overlaps with SEMA Data's content distribution and standardization mission at the data exchange layer, though it serves broad CPG rather than the specialty automotive aftermarket specifically.
• Sales Layer (Pimberly): Sales Layer (Pimberly) is a PIM platform specializing in product data centralization, enrichment, and multichannel publishing. It is comparable to SEMA Data's PIMS for mid-market manufacturers but lacks the automotive aftermarket specialization and association backing.

Direct peers

• Akeneo: Akeneo is a Product Information Management (PIM) platform used by manufacturers to centralize, enrich, and distribute product data to sales channels. It overlaps directly with SEMA Data's PIMS offering in functionality and target customer (manufacturers needing standardized product content), differing mainly in vertical breadth and SaaS versus cooperative model.
• Salsify: Salsify is a leading Product Experience Management (PXM) platform that helps brands manage, govern, and syndicate product content across retailers and marketplaces. It is directly comparable to SEMA Data's PIMS platform in PIM functionality and content syndication, though it serves multiple verticals rather than a single industry's cooperative.
• InRiver: InRiver is a PIM platform focused on brands managing product information across multiple channels, with strengths in enrichment and syndication. It is functionally comparable to SEMA Data's PIMS product for manufacturer-side product data management, though without the trade-association sponsorship or automotive-specific standard alignment.

Broad incumbents

• Syndigo: Syndigo (formerly Riversand) is an enterprise PIM, content syndication, and product data platform serving global CPG and retail brands. It competes broadly with SEMA Data's PIM and content distribution capabilities but operates at significantly larger scale and across many verticals rather than specializing in the specialty automotive aftermarket.

Others

• Admark Automotive: Admark Automotive is a turnkey B2C/B2B eCommerce platform partner integrated with SEMA Data's product content via a strategic partnership announced May 2026. It is relevant as an adjacent ecosystem participant that delivers downstream storefront value on top of SEMA Data's upstream PIM/data feed.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SEMASDC
• LinkedInlinkedin.com/company/sema-data

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 SEMA Data