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Discover the growth story of Bonner, an importer and distributor of motorcycle parts that turned its passion for motorcycles into a successful e-commerce business in Mexico. With Alephee’s platform, they overcame initial challenges such as the transition from traditional retail to online, and found solutions to optimize their catalog, manage inventories, and deliver excellent service. This case shows how ideas can be turned into reality with strategic vision and the right tools.
Introduction
The motorcycle parts importer and distributor Bonner started as a product import venture in Mexico 5 years ago. Under the leadership of Javier Bonner, it began with a direct sales model. With the integration of Alephee, the company also started importing products from the WStandard Group in Argentina, which allowed them to expand their inventory and build a complete, standardized, and verified digital catalog for sales on Mercado Libre.
In a short time, the small company grew, and the passion for motorcycles turned into a highly profitable e-commerce business. Discover their business model to understand the benefits of transforming a personal passion into a platform with a well-defined online sales strategy.
Business Model
Bonner established its direct sales model by operating on Mercado Libre. Today, it imports motorcycle parts, accessories, and bicycles to supply its main customers in Mexico. It all began with the distribution of WStandard Group products, a leading motorcycle brand in Argentina.
With this partner, they mapped available stock, identified new market needs, and concluded that Bonner needed to expand its product variety and SKUs. After identifying the possibility of incorporating more than 300 new products into their strategy, they integrated with Alephee to create a catalog with over 400 SKUs available for sale. One of the first major goals was full integration with the platform — and this was achieved quickly.
With Alephee, importers like Bonner, as well as brands, manufacturers, and distributors, can create their digital catalogs, manage and update them, add products, share them, and distribute them across the entire commercial network, generating value with their partners.
Did you know that motorcycle parts manufacturers can connect with their distributors, auto parts stores, or repair shops to develop an online indirect sales strategy, or adopt a direct sales model as Bonner did?
