What Tire Set does

Tire Set Group, Inc. (operating as TireSet.ca) is a family-owned, Toronto-based direct-to-consumer e-commerce retailer that sells new passenger and light truck tires, custom wheels and rims, motorcycle tires, semi truck tires, and off-the-road (OTR) tires to customers across all Canadian provinces. The storefront carries 3,000+ SKUs from 50+ brands including Toyo, Nitto, Cooper, Michelin, Yokohama, Nexen, Hankook, Pirelli, Goodyear, Kumho, and Dunlop, with unit prices ranging from approximately CA$50 for budget tires to CA$10,000+ for premium specialty products. The platform's core proprietary feature is the Wheel Visualizer / iConfigurator, which allows customers to enter their vehicle's year, make, and model to preview wheel fitments and visualize how different wheel designs and finishes look on their specific vehicle, including options to change vehicle color. Products are sold direct to consumers via tireset.ca with free nationwide shipping to customer doors or to their preferred independent tire installation shops.

The business is operated by co-owners Dan Marsh and Katie Marsh; Dan brings over 40 years of tire industry experience spanning installation, sales, export, and shop ownership, while Katie oversees SEO, marketing, and day-to-day operations. The company monetizes primarily through unit sales of tires and wheels (hardware sales) with a secondary revenue stream from transaction fees generated through its Affirm Buy Now, Pay Later integration, which provides 4 interest-free payment plans without hard credit checks and targets customers with less-than-perfect credit. The go-to-market motion is organic, SEO-led content marketing with city-specific landing pages across 20+ Canadian metros. The company is privately held, bootstrapped, headquartered at 120 Adelaide Street West in Toronto, and operates with 11-50 employees.

Name

Tire Set

Legal name

Tire Set Group, Inc.

Website

https://tireset.ca

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Tire Set is a family-owned, Toronto-based online retailer selling new tires, custom wheels, and rims to consumers and commercial buyers across all Canadian provinces, with free nationwide shipping and Affirm BNPL financing.

Ownership category

akta.pro rank

Product category

Automotive Tire & Wheel E-commerce Retail

NAICS

Tire Dealers (44134), Automotive Parts, Accessories, and Tire Retailers (4413)

SIC

Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Retail Tire Sales & Installation (Consumer) (TLAKADAA)

akta.pro secondary industries

Tires, Wheels & Retread Supply Distribution (TLAKAOAD), Specialty Tires (OTR, Industrial, Agricultural, Mining, Aviation, Marine) (TLAKADAJ), Wheel Services (Mount/Balance, Alignment, Rotation) (TLAKADAF)

Keywords

• Online tire retail
• Custom wheel sales
• Automotive e-commerce
• Tire financing services
• Wheel visualizer tools

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tire Sales: One-time sale of tires including passenger, light truck, motorcycle, semi truck, and OTR (Off-The-Road) tires. Products are sold directly to consumers through the e-commerce platform with prices ranging from approximately CA$50 to over CA$10,000.
2. Wheel/Rim Sales: Sale of custom wheels and rims to individual consumers. The company offers a wide selection of wheel styles and sizes with integrated visualizer tools to help customers choose the right fit.
3. Financing Partnerships (Affirm): The company partners with Affirm to offer Buy Now, Pay Later financing options, generating revenue through these financing arrangements. This enables customers with less-than-perfect credit to purchase tires with flexible payment plans.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Tire Set is an online direct-to-consumer retailer that sells new tires (passenger, light truck, motorcycle, semi-truck, and Off-The-Road) and custom wheels/rims to Canadian consumers nationwide, with free shipping to all provinces. Orders are fulfilled through the tireset.ca e-commerce platform, supported by a wheel visualizer tool for fitment preview and Buy Now, Pay Later financing through Affirm for customers without perfect credit.

Product overview

Tire Set is an online tire and wheel e-commerce platform operating as a single unified storefront with multiple product categories. The core offering consists of Car & Truck Tires and Custom Wheels, supported by specialized sub-categories including Winter Tires, All-Weather Tires, All-Season Tires, Motorcycle Tires, Semi Truck Tires, and OTR (Off-The-Road) Tires. The company differentiates through a Wheel Visualizer tool that enables customers to preview how wheels will look on their specific vehicles, and a Vehicle iConfigurator for finding correct fitments. Financing is available through Affirm for customers with varying credit profiles. Products are sourced from over 50 tire brands including Toyo, Nitto, Cooper, Michelin, Nexen, and Vredestein, with nationwide delivery across Canada to customer doors or preferred tire shops.

Differentiator

Problem solved

Functional benefit

Products and services

• Car & Truck Tires New passenger and light truck tires sold online with vehicle-specific fitment search, delivered across Canada to the customer's door or preferred tire shop. Includes winter, all-weather, and all-season sub-categories from brands such as Toyo, Nitto, Cooper, Nexen, Minerva, and Ovation.
• Custom Wheels Custom rims and wheels sold online with the industry's leading wheel visualizer that previews how wheels will look on the customer's specific vehicle. Multiple styles, sizes, and finishes are available with cost estimation for budget planning.
• Motorcycle Tires Tires specifically designed for motorcycles across various sizes and riding styles, sold online through the Tire Set e-commerce platform.
• Semi Truck Tires Commercial-grade tires for semi trucks and transport vehicles in sizes including 11R22.5, 11R24.5, and 275/80R22.5, from brands such as TransEagle, Michelin, and Yokohama, priced approximately CA$190 to CA$500+.
• OTR (Off-The-Road) Tires Heavy-duty off-the-road tires for construction equipment, agricultural machinery, skid steers, graders, and earthmovers, with product prices ranging up to over CA$10,000 per tire.
• Tire Financing Program Buy Now, Pay Later financing solutions offered through partnership with Affirm, providing instant approval, low interest rates, 4 interest-free payments on eligible products, and approval without hard credit checks for customers with less-than-perfect credit.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Canadian Tire: National Canadian retail chain with a major automotive center offering online tire ordering and in-store installation — the dominant omnichannel incumbent Tire Set competes with for Canadian tire buyers.
• Discount Tire / America's Tire: Large North American tire and wheel retailer with both online ordering and a vast owned-store installation footprint — sets the broader e-commerce-plus-service benchmark Tire Set is measured against.
• Goodyear Tire & Rubber Company: Global tire manufacturer now selling directly online at goodyear.com — a broad incumbent that competes with Tire Set in retail channels while also supplying it through traditional distribution.

Direct peers

• SimpleTire: US-based online tire marketplace aggregating installer partners for fulfillment, directly comparable to Tire Set's drop-ship-to-installer e-commerce model.
• 1010Tires: Canadian online tire and wheel retailer with nationwide shipping and broad brand selection, operating the same direct-to-consumer e-commerce model as Tire Set and serving overlapping Canadian customers.
• Priority Tire: Online-only tire retailer selling brand-name and budget tires with nationwide shipping and free delivery, competing head-to-head with Tire Set on price and selection.
• Tires Easy: Online-only tire retailer with home/installer delivery and broad brand coverage — directly comparable online DTC positioning to Tire Set.
• Tire Rack: The leading US online tire and wheel retailer with vehicle-specific fitment search and installer networks — the closest pure-play online tire analogue to Tire Set, despite its US focus.
• Black's Tires (Canada): Canadian tire retailer with online ordering and physical stores across multiple provinces, overlapping significantly with Tire Set's customer base and product mix.

Regional players

• OK Tire: Canadian tire shop franchise network offering tires, wheels, and installation services — comparable inventory breadth and customer overlap, though primarily a physical service model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/tireset

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Tire Set