Winparts
Winparts is a Netherlands-based e-commerce company selling more than 1 million auto parts across 200+ car brands through seven webshops, serving B2C consumers and B2B professionals in the Netherlands, France, Spain, and Portugal.
- Company typePrivate
- Founded2005
- HeadquartersGroningen, Netherlands
- Headcount51–100
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Winparts does
Winparts is a Netherlands-based e-commerce company specializing in the online sale of automotive parts, founded in 2005 and headquartered in Groningen with a distribution center in Ede. The company operates seven dedicated webshops covering more than 1 million auto parts across 200+ car brands, delivering over 2,500 packages daily to B2C consumers and B2B professional customers (garages and mechanics). Since June 2021, Winparts has been a subsidiary of Alliance Automotive Group (AAG), which in turn is part of the U.S.-listed Genuine Parts Company (GPC), the world's largest auto parts distributor.
The platform runs on a PHP-based legacy e-commerce stack that is being migrated to a headless architecture using React, Next.js, and TypeScript. Back-office operations are integrated via ERP, WMS, TMS, and PIM systems connected through EDI/API for inventory, order, and shipping synchronization. Performance marketing is a core competency, with approximately 10 million active advertisements running across Google Ads, Microsoft Advertising, Beslist, Kieskeurig, Criteo, and owned CRM channels (Klaviyo, Salesforce, Copernica). AI is deployed for product data enrichment, classification, and content generation across the 1M+ SKU catalog, as well as for customer service chatbots and internal AI agents.
Winparts generates revenue through direct online sales of auto parts (transaction-fee style retail), with current operations in the Netherlands, France, Spain, and Portugal, and a stated ambition to expand to 9 European countries and become the #1 or #2 e-commerce auto parts player in Europe within 10 years. The 2024 relocation to a new Groningen headquarters and active hiring across AI, engineering, logistics, and CRM roles indicate continued capacity buildout to support international expansion.
Winparts firmographics
Firmographics- Name
- Winparts
- Legal name
- Winparts
- Website
- https://werkenbij.winparts.nl
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Winparts is a Netherlands-based e-commerce company selling more than 1 million auto parts across 200+ car brands through seven webshops, serving B2C consumers and B2B professionals in the Netherlands, France, Spain, and Portugal.
- Ownership category
- akta.pro rank
Winparts industry classification
Industry- Product category
- Automotive Parts E-commerce
- NAICS
- Automotive Parts and Accessories Retailers (44133)
- SIC
- Wholesale-Motor Vehicle Supplies & New Parts (5013)
- akta.pro primary industry
- Automotive Parts & Accessories Online Retailers (CRAFADAK)
- akta.pro secondary industry
- Automotive Parts, Tools & Accessories Marketplaces (CRAFABAJ)
Keywords
Where Winparts is headquartered
LocationHeadquarters
- HQ city
- Groningen
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
Winparts business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure
Revenue model
- Auto Parts E-commerce Sales: Direct online sales of auto parts to consumers (B2C) and professionals/garages (B2B) through 7 webshops. Company delivers over 2,500 packages daily with a catalog of over 1 million products across 200+ car brands.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Winparts product offering
Product offeringCore offering
Winparts operates seven dedicated B2C and B2B e-commerce webshops selling more than 1 million auto parts across 200+ car brands to consumers and professional automotive buyers. The company fulfills over 2,500 packages daily from its distribution center in Ede and supports customers in the Netherlands, France, Spain, and Portugal. Operations are supported by an integrated supply chain, AI-driven product data management, omnichannel customer service, and large-scale performance marketing.
Product overview
Winparts is a multi-channel e-commerce company specializing in auto parts, operating both B2C and B2B webshops across Europe. The core offering consists of 7 webshops offering more than 1 million auto parts for over 200 car brands, supported by distribution services from warehouses in Ede and Groningen. The platform combines product sales with integrated marketing tools (SEA, SEO, CRM), logistics optimization, and AI-driven product data management to serve customers across multiple European countries. Since June 2021, Winparts has been part of Alliance Automotive Group (AAG), which is owned by Genuine Parts Company (GPC).
Differentiator
Problem solved
Functional benefit
Products and services
- Winparts B2C Webshops
- Winparts B2B Professional Webshop
Quantifiable outcome
- 8.5/10 average customer satisfaction rating
- +2 more outcomes
Companies that use Winparts
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Winparts technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration18 records
AI capability5 records
Feature5 records
Winparts partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- PartsPoint & Brezan AutopartsminorPart of the same parent company AAG, known distributors in the European aftermarket.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Winparts competitors and assessment
Company assessmentRegional players
- Mister Auto (D'Ieteren): Belgian-led online auto parts retailer under D'Ieteren, focused on Benelux and adjacent European markets. Comparable to Winparts on B2C/B2B e-commerce model and assortment breadth, with regional overlap in the Netherlands/Benelux.
- PartsPoint: AAG sister brand and European auto parts distributor with both physical and online presence. Operates in many of the same European countries Winparts is targeting, making it a sibling-like benchmark for cross-border auto parts distribution.
Broad incumbents
- Alliance Automotive Group: Pan-European distributor of passenger car and van parts for the independent aftermarket, owner of Winparts and sister brands PartsPoint and Brezan. Comparable as a broader automotive aftermarket distribution group with overlapping catalog and customers.
- Genuine Parts Company: US-listed parent company of AAG and the world's largest auto parts distributor (NAPA). Relevant as the ultimate parent whose global distribution footprint and supplier relationships underpin Winparts' competitive position.
- Euro Car Parts: UK-based large multi-channel auto parts distributor with a strong e-commerce arm, now part of Constellation Automotive Group. Comparable to Winparts on assortment and multi-channel retail, with broader scale and established brand.
- LKQ Corporation: US-listed global distributor of vehicle parts and accessories, with significant European operations. Comparable to a corporate parent perspective, providing scale benchmarks for a European auto parts e-commerce/wholesale business.
Direct peers
- Autodoc: Pan-European online retailer of auto parts and accessories, with deep presence in the Netherlands and a broad catalog across many car brands. Direct competitor to Winparts on assortment, value pricing, and cross-border e-commerce.
- RockAuto: Online-only auto parts retailer known for a deep catalog, transparent pricing, and direct-to-consumer shipping model. Comparable to Winparts on e-commerce-led auto parts retail and broad SKU coverage, though primarily US-focused.
- Mister-Auto: European online auto parts retailer offering a large catalog across many vehicle brands. Competes with Winparts on cross-border e-commerce, broad assortment, and B2C/B2B split across continental Europe.
- Oscaro: Leading France-based online auto parts retailer with multi-country European operations. Mirrors Winparts' model of inventory-led e-commerce for car parts targeted at both consumers and professionals.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Winparts social profiles
Digital presenceWinparts financial estimates
Financial estimateRevenue estimate
Valuation estimate
Winparts leadership team
Management profileNumber of profiles
Winparts funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Winparts 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 Winparts
What does Winparts do?
Winparts operates seven dedicated B2C and B2B e-commerce webshops selling more than 1 million auto parts across 200+ car brands to consumers and professional automotive buyers. The company fulfills over 2,500 packages daily from its distribution center in Ede and supports customers in the Netherlands, France, Spain, and Portugal. Operations are supported by an integrated supply chain, AI-driven product data management, omnichannel customer service, and large-scale performance marketing.
Is Winparts a public or private company?
Winparts is a private company. It is classified as corporate owned and is currently operating.
When was Winparts founded?
Winparts was founded in 2005. It employs 51 to 100 people.
Where is Winparts based?
Winparts is headquartered in Groningen, Netherlands, in the Europe region.
How does Winparts make money?
One revenue line is on record: auto Parts E-commerce Sales.
Who are Winparts's main competitors?
Regional players on record are Mister Auto (D'Ieteren) and PartsPoint. Broad incumbents are Alliance Automotive Group, Genuine Parts Company, Euro Car Parts and LKQ Corporation. Direct peers are Autodoc, RockAuto, Mister-Auto and Oscaro.
Does Winparts have an API?
No public API is recorded for Winparts.
What industry is Winparts in?
Winparts's product category is Automotive Parts E-commerce. Its primary akta.pro industry code is CRAFADAK, Automotive Parts & Accessories Online Retailers, with a secondary code of CRAFABAJ, Automotive Parts, Tools & Accessories Marketplaces. Its NAICS code is 44133 and its SIC code is 5013.