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Digital transformation in the automotive sector has already gone beyond dealerships and has strongly entered the auto parts and aftermarket services market. Driven by the growth of e-commerce and new consumer demands, manufacturers and distributors are adopting digital strategies to expand their online presence — and one of the models that has stood out the most is the multiseller store on Mercado Livre.
According to the Brazilian Electronic Commerce Association (ABComm), Brazilian e-commerce reached a revenue of R$ 204.3 billion in 2024, representing a 10.5% growth compared to the previous year. The number of orders reached 414.9 million, with an average ticket of R$ 492.40 per consumer. This favorable scenario also reflects in the auto parts segment, which has benefited from the growing consumer confidence in online shopping.
What is a multiseller store and why it makes sense for the auto parts sector
A multiseller store allows brands and manufacturers to make their digital catalogs available to their entire reseller network — who then sell these products in the marketplace with brand support but without direct competition. This strategy is especially useful in sectors like auto parts, where the Ferrari Law prevents manufacturers from selling directly to the end consumer.
Digital indirect sales enable not only national reach but also control over product image and information. The brand ensures that information is standardized while keeping operations in the hands of commercial partners. The single digitalized catalog prevents price disparities, stockouts, and divergent descriptions — common problems when each distributor operates in isolation.
The aging fleet and replacement demand
The aging of the Brazilian vehicle fleet has intensified in recent years. According to data from the National Union of the Automotive Components Industry (Sindipeças), in 2023, the average age of cars in the country exceeded 11 years. In addition, the proportion of vehicles with 11 to 15 years of use has doubled in the last decade, rising from 15% to 31.3%. This scenario significantly increases the demand for replacement parts, driving the auto parts market, especially online, where consumers seek convenience and variety.
Mercado Livre as a digitalization ally
With more than 366 million accesses recorded in December 2024, Mercado Livre consolidated its leadership in Brazilian e-commerce, representing 13% of the market share. For auto parts brands and distributors, the platform represents not only a sales channel but also an opportunity to modernize the business model.
Companies like Bosch and BMW have already adopted this strategy with the support of Alephee, a platform specialized in creating multiseller stores. Both digitized their catalogs and integrated their partners’ systems into Mercado Livre. According to Filipe Albuquerque, National Manager of BMW Motorrad, the operation has become more dynamic and automated: “With Alephee, it is possible to track orders, adjust margins and prices, generate reports, and streamline the entire process until final delivery to the customer.”
Benefits for the entire chain
The multiseller store benefits both manufacturers and resellers. For the former, there are clear gains in standardization, traceability, geographic expansion, and control over partner performance. For resellers, the model provides access to a wide range of products with centralized management, the possibility of dropshipping, and greater competitiveness in price and condition comparison.
In addition, the model allows healthy and coordinated growth among network players. By establishing clear guidelines and operating policies, brands ensure that all resellers act in balance, strengthening the network as a whole.
