Catalog product

GM’s 45,000-part catalog goes live

General Motors now runs an online auto parts store.

The automaker says expanding its digital “marketplace” is making its catalog of 45,000 repair and maintenance parts more convenient for Chevrolet, GMC, Buick and Cadillac owners.

The automaker expects the increased e-commerce effort to drive revenue growth.

Merchandise includes oil filters, engine and cabin air filters, batteries, brake pads, accessory belts, coolant hoses and wiper blades.

Sales of parts and accessories are important sources of profit for car manufacturers.

GM expects these online sales to reach $40 billion by 2030.

The company says its investment in digital commerce combines the conveniences of online shopping and physical retail.

Customers can choose home delivery or pick up their order at one of over 800 participating dealerships, where staff can answer any questions they may have.

Parts purchased through GM’s online store are eligible for the brand’s rewards programs, allowing customers to earn points redeemable for future purchases.

GM recently launched the latest version of its My GM Rewards loyalty program and a new rewards credit card in conjunction with Goldman Sachs.

The automaker started selling accessories online in 2015 and sells all of its 5,000 accessory products online.

The new e-commerce parts initiative “marks another step in the transformation of the ACDelco and GM Genuine Parts brands,” said John Roth, GM’s global vice president of customer service and aftermarket.

While extolling the merits of OEM parts over counterfeits, he adds, “Launching this trusted online sales channel extends that peace of mind to the parts buying experience.

GM plans to offer parts, accessories and subscriptions through a single digital storefront.

Customers can also use the store to purchase over-the-air upgrades such as enhanced capabilities for the Super Cruise advanced driver assistance system and customization themes for in-car screens.

“We put software and digital services at the center of every part of our business,” said Edward Kummer, GM’s Chief Digital Officer. “The future of GM retail lies at the intersection of digital and physical e-commerce. Whether it’s selling parts or vehicles, GM will meet our customers where it’s most convenient for them.

The online parts and accessories store is built on one of three platforms that form the foundation of GM’s digital commerce transformation.

Going forward, in partnership with dealers, GM’s digital retail platform will allow customers to shop, purchase and finance electric vehicles entirely online, with the ability to upgrade to an in-store experience at any time in the process.

GM is also expanding its subscription services platform to support new recurring revenue streams. The automaker forecasts $20 billion to $25 billion in annual revenue opportunities for software and services.

Steve Finlay is a retired editor of WardsAuto. He can be reached at [email protected].