GPS City

What GPS City does

GPS City is a direct-to-consumer e-commerce retailer founded in 1994 that sells GPS navigation devices and related accessories. The company operates two dedicated online storefronts—GPS City USA, headquartered in Las Vegas, Nevada, and GPS City Canada, headquartered in Calgary, Alberta—serving consumer and professional customers across the United States and Canada. Its primary customer persona is individual consumers seeking GPS devices for personal navigation, automotive, outdoor recreation, and fitness tracking, with a secondary use-case segment covering professionals in surveying, logistics, fleet management, marine, and aviation applications.

The product portfolio consists of GPS navigation devices for automotive, outdoor, marine, and aviation use cases, supported by an accessories catalog that includes mounts, cases, chargers, antennas, and replacement parts. Inventory is merchandised through three channels: standard new products, sale/promotional items, and certified refurbished devices offered at discounted prices. The underlying technology is commodity GPS and navigation hardware sourced from upstream brands and resold through proprietary e-commerce platforms; there is no evidence of proprietary IP, in-house hardware design, or differentiated software stack. Fulfillment is supported by free shipping on orders over $25 and free next-day shipping on select items.

The business model is hardware resale via owned e-commerce storefronts, with revenue driven by GPS device sales and accessories. The go-to-market is a pure direct-to-consumer motion with no marketplace presence, no enterprise sales channel, no disclosed partnerships, and no integrations. With only 11 employees and no funding events, M&A activity, or leadership changes disclosed, GPS City operates as a small, lean, undiversified niche retailer whose revenue is exposed to discretionary consumer demand for a narrow hardware vertical.

Name

GPS City

Website

https://gpscity.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

GPS City is a small direct-to-consumer e-commerce retailer founded in 1994 that sells GPS navigation devices and accessories. Operating dual US and Canadian online storefronts, it serves consumer and professional customers in automotive, outdoor, marine, and aviation segments.

Ownership category

akta.pro rank

Product category

Consumer Electronics Retail

SIC

Retail-Radio, Tv & Consumer Electronics Stores (5731)

akta.pro primary industry

Outdoor Navigation, Safety & Survival Gear Retail (CRAMAAAE)

Keywords

• GPS navigation devices
• GPS accessories retail
• Consumer electronics ecommerce
• Refurbished GPS equipment
• Online GPS store

Headquarters

HQ city

Las Vegas

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, Personnel, Technology or R&D

Revenue model

1. GPS Device Sales: GPS City generates revenue through the sale of GPS devices, navigation equipment, and related accessories. The company sells both new and certified refurbished products across multiple categories including sale items and new product releases.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

GPS City operates online retail storefronts (gpscity.com for the USA and gpscity.ca for Canada) that sell GPS navigation devices and related accessories for automotive, outdoor, marine, and aviation use. The company retails both new and certified refurbished products, supported by free shipping over $25 and free next-day shipping on select items.

Product overview

GPS City is a multi-location e-commerce and retail company operating two regional storefronts (GPS City USA in Las Vegas, NV and GPS City Canada in Calgary, AB) that sells GPS navigation products and accessories. The product portfolio consists of GPS navigation devices for automotive, outdoor, marine, and aviation applications, supported by related accessories (mounts, cases, chargers, antennas). The company offers products across multiple channels: standard new products, sale/promotional items, and certified refurbished devices. GPS City provides free shipping over $25 and free next day shipping on select items.

Differentiator

Problem solved

Functional benefit

Products and services

• GPS Devices GPS navigation devices and satellite tracking products sold online for automotive, outdoor, marine, and aviation use, targeted at individual consumers and professional users.
• GPS Accessories Supporting accessories such as mounts, cases, chargers, antennas, and replacement parts for GPS devices, sold alongside the GPS hardware lineup.
• Certified Refurbished GPS Products Certified refurbished GPS devices and accessories sold at discounted prices, providing a lower-cost inventory line for cost-sensitive buyers.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves1 record

Broad incumbents

• Amazon: Largest online general merchandise marketplace, hosting multiple third-party GPS sellers at competitive prices. Directly competes with GPS City's e-commerce offering on selection, price competition, and Prime-driven shipping, though as an undifferentiated broad-line channel.
• Bass Pro Shops: Outdoor and marine-focused retailer carrying handheld GPS, fishfinders, and marine electronics. Overlaps with GPS City's marine and outdoor recreation use cases through a much larger physical + digital retail footprint.
• Best Buy: Mass-market consumer electronics retailer selling automotive GPS units and consumer electronics online and in-store. A broad-line competitor to GPS City's consumer-grade GPS SKUs, with category-leading traffic but narrower specialist depth.
• Backcountry.com: Specialty online outdoor retailer with curated GPS and wearable navigation product offerings targeting outdoor enthusiasts. Overlaps with GPS City's outdoor-recreation segment but operates a much broader outdoor gear catalog.
• REI: Large outdoor recreation cooperative that sells handheld and wearable GPS devices as part of a broad outdoor catalog. Comparable to GPS City specifically on the outdoor-recreation portion of GPS City's assortment, but competes as a much larger incumbent with broader consumer reach.
• Cabela's: Outdoor sporting goods retailer (now under Bass Pro) selling hunting, marine, and outdoor GPS units. Comparable to GPS City in the handheld/marine GPS category though operating at significantly larger scale within a broader outdoor assortment.

Direct peers

• Garmin: Dominant GPS hardware OEM that also retails direct to consumers through its own e-commerce storefront. Direct competitor for many of the same automotive, marine, aviation, and outdoor GPS SKUs GPS City resells, and increasingly captures sales via first-party channels that disintermediate resellers.

Others

• B&H Photo Video: Large online consumer electronics retailer. While not GPS-focused, B&H sells handheld GPS, marine electronics, and surveying equipment, competing on selection and fulfillment depth with GPS City's specialty positioning.
• Newegg: Major online electronics and computer hardware retailer carrying consumer and prosumer GPS devices. Partially overlaps GPS City's electronics-side assortment, though GPS is a tail category versus Newegg's core PC/electronics focus.

Regional players

• West Marine: Specialty marine electronics and supply retailer with strong coverage of marine-grade GPS, chartplotters, and marine navigation equipment. Direct overlap with GPS City's marine vertical, with stronger nautical category depth and physical retail presence.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/gps-city

Revenue estimate

Valuation estimate

Number of profiles

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 GPS City