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More than 75% of auto parts sales are still channeled through distributors and physical points of sale. In a context of accelerated digitalization, keeping this channel strong and integrated is key. Transparency, competitiveness, and accessibility are the foundations for sustaining solid commercial relationships.
In the automotive aftermarket world, digital transformation does not mean replacing what works, but enhancing it. While direct sales channels grow, the indirect channel composed of distributors, parts houses, workshops, and retailers remains the main driver of sales.
Far from becoming obsolete, this channel needs to be strengthened with digital tools, clear policies, and a modern commercial model that doesn’t exclude it but empowers it.
Here are the 3 fundamental rules brands must apply to integrate the indirect channel into their digital strategy and enable all involved actors to sell better, more agilely, and with equal opportunities.
Rule 1: Transparency for the entire sales network
The first step toward an efficient and professional indirect sales process is the creation of a standardized digital catalog that centralizes product information and is available in real time to the entire sales network.
Having a single source of clear and updated information allows distributors, retailers, and other sellers to access the same tools, improving coordination, reducing errors, and building trust.
Moreover, this gives the brand visibility into how its products are marketed, where they are published, and who is selling them. Transparency is not an end in itself but the foundation for smarter collaboration.
Rule 2: Fair competition, clear conditions
Competition exists in any sales channel. But in indirect sales, it is essential that competition occurs under equitable conditions, set by the brand itself.
By providing ready-to-publish content, integrating digital platforms, and defining clear participation policies, the brand enables all sellers large or small to have access to the same opportunities to operate online.
This avoids conflicts, protects brand value, and promotes more balanced growth of the entire network without creating internal friction or tensions between channels.
Rule 3: Easy onboarding for new players
Digital sales growth does not depend solely on those already part of the channel. It is also key to attract new sellers, especially those without online experience or without infrastructure to operate in the digital environment.
Models like dropshipping or in-store pickup allow more businesses to access the channel without needing to hold their own inventory or invest in logistics.
To achieve this, the brand must offer accessible tools, shareable content, and simple conditions that encourage new commercial partners to join and actively participate in the sales strategy.
Brands, distributors, and retailers: a network sustained by clear rules
Digitalizing the indirect sales channel does not mean dispensing with intermediaries but incorporating them into a more modern, agile, and connected commercial network. By applying these three rules transparency, equal conditions, and accessibility brands can maintain healthy commercial relationships, expand coverage, and improve their online presence without sacrificing traditional partners.
Tools like the Alephee platform facilitate this process, offering comprehensive solutions to manage digital catalogs, update stock in real time, and connect distributors and retailers with the brand efficiently.
