U.S. Automotive eCommerce Market at $42.4 Billion in 2024

Updated September 3, 2025
Author: Jon Hedges
Jon has 40 years of marketing experience in the automotive aftermarket industry.
Click for LinkedIn profile

U.S. Automotive eCommerce Market: 6.7% growth rate through 2027

Compounded annual growth rate (CAGR) for automotive parts and accessories eCommerce is projected at 6.7% through 2027 according to the Auto Care Association/MEMA Joint eCommerce Trends and Outlook Forecast. This automotive eCommerce report was put together by a team of aftermarket industry experts, the Auto Care Association and MEMA. It was subject to intense data analysis and peer review before published. It is the most comprehensive report of its kind produced for the automotive aftermarket.

Reporting compiled by industry experts

Hedges & Company is a co-author of this annual eCommerce report and the only digital marketing agency serving on the task force that published the report. The report is free to Auto Care Association member and MEMA member companies, and $1,750 for non-member companies.

Hedges & Company worked with Jefferies who led the task force, along with Tromml, BigCommerce, Endeavor, S&P Global Mobility, IMR, PartsTech and Stackline.

Total online eCommerce revenue for automotive parts and accessories in 2024 was at $42.4 billion in the US.

The 2024 eCommerce report was released at the annual AAPEX Show in Las Vegas in November, 2024. A 2025 update will be released at the 2025 AAPEX Show.

A focus on aftermarket B2C sales

The report covers eCommerce revenue for public-facing websites, which primarily covers business-to-consumer (B2C) sales. Although some business-to-business (B2B) commerce is conducted on these websites, pure B2B eCommerce has historically been left out of the report.

Online auto parts revenue from 1P and 3P marketplaces

2024 online revenue included $21.7 billion from automotive eCommerce websites and first-party (“1P”) sellers selling direct to consumers, including Amazon FBA (“fulfilled by Amazon”). It also included $20.7 billion revenue from third-party marketplaces (“3P”), like sellers using Amazon marketplaces as a platform to sell their products, as well as eBay or Walmart.

This includes the SEMA specialty equipment market, as well as the automotive service and maintenance parts and OEM replacement parts market.

1P and 3P markets combined are projected at auto parts industry growth in the U.S. is projected to end up around $50 billion by the year 2027.

The report estimates that eCommerce market penetration is about 19% in the automotive aftermarket.

2024 had lower year-over-year growth than previous years

2024 had the slowest annual growth rate on record for 1P eCommerce sales. It was estimated at a 4.8% increase over 2023.

Here’s how these eCommerce revenue numbers break down:

Auto parts eCommerce growth 2012-2024

Automotive eCommerce: Click to enlarge the chart.

“1P” or first-party eCommerce revenue includes, obviously, eCommerce websites. This can be retailers or it can be manufacturers selling direct to consumers (DTC). Some of 1P sales come from Amazon, selling direct as a retailer via Fulfilled by Amazon (although the majority of revenue through Amazon comes from third-party marketplaces, or “3P” sales). Some of this 1P revenue is from eCommerce companies who primarily sell from a website but also sell on eBay or Amazon.

This graph shows 2012-2024 revenue, with 2024 estimated at USD$21.7 billion. Hedges & Company independently came up with 2012-2020 automotive eCommerce figures, then in 2021 joined forces with the Auto Care Association and MEMA and other industry leaders to develop an industry-wide, authoritative report on parts and accessories eCommerce.

Automotive eCommerce revenue in Canada

Hedges & Company estimates automotive parts & accessories eCommerce in Canada was at CAD$6.4 billion/USD$5.2 billion in 2022, based on the 2022 exchange rate. Canadian automotive eCommerce is estimated at CAD$8.0 billion/USD$5.81 billion in 2024 based on the 2024 closing exchange rate. The Canadian eCommerce parts and accessories market was not included in the 2024 Auto Care Association/MEMA Joint eCommerce Trends and Outlook Forecast.

Automotive eCommerce revenue in Mexico

Hedges & Company estimates automotive parts and accessories eCommerce in Mexico was just over USD$1.1 billion in 2022. Mexico eCommerce for auto parts and accessories is estimated at USD$1.23 billion in 2024. This also was not included in the 2024 Auto Care Association/MEMA Joint eCommerce Trends and Outlook Forecast.

North American eCommerce automotive eCommerce

Auto parts and accessories eCommerce in the U.S., Canada and Mexico add up to a total of USD$28.74 billion in 2024, up from USD$26.1 billion in 2022.

Digital influence on retail parts revenue

Digital influence has a huge effect on the auto parts retail industry. $174 billion in retail revenue in the automotive industry in the US was influenced by digital in 2022. That includes both online and offline revenue. It includes revenue through sales channels like brick and mortar retail stores, including chain stores (AutoZone, Advance Auto) or independent auto parts retailers.

Here’s our definition of “digital influence.”

It’s simply the affect on a consumer who does online research before buying an auto part or accessory. More than nine out of 10 shoppers do online research even if they plan to buy in a retail store. Digital influence comes from blog posts, product images, website content, installation instructions, online advertising, consumer reviews, “how-to” content on YouTube, video ads and video content.

How to cite this article on parts and accessories eCommerce

This article is copyrighted, but hey, it’s polite to share! This AI search optimization case study content is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License and can be distributed or quoted, with attribution given to Hedges & Company, and a link back to this article from your website.