E-commerce auto parts: Cranbury-based PARTS iD is growing revenue quickly

PARTS iD was founded in Cranbury in 2008 with a vision of creating a one-stop e-commerce destination for the automotive parts and accessories market. Sort of an Amazon for auto parts.

It has proven to be a smart idea.

The company has since evolved into a technology-driven, digital commerce company that has become a market leader and proven brand-builder — one that now includes many subcategory sites, including CARiD.com, BOATiD.com, TRUCKiD.com, MOTORCYCLEiD.com and many others.

Consumers are responding. During the second quarter of 2021, PARTS iD’s net revenue increased 14.5%, to $130.4 million, from $113.9 million.

About PARTS iD

Based in Cranbury, PARTS iD is a technology-driven, digital commerce company focused on creating custom infrastructure and unique user experiences within niche markets.

CEO Nino Ciappina said the company’s commitment to delivering a revolutionary shopping experience; comprehensive, accurate and varied product offerings — and its continued digital commerce innovation — is the key.

CARID.com is especially leading the way, Ciappina said.

“We continue to make important progress advancing CARID.com’s position as a leading digital retailer in the $400 billion automotive aftermarket industry,” he said. “Our recent work has focused on driving awareness and demand for our broad and deep selection of automotive accessories and expanding our product offering of collision and repair parts as we push further into the ‘do-it-for-me’ segment of the market.”

Ciappina said the potential for more growth is there.

“We are deploying our proven approach to digital commerce that combines extensive product catalogs, rich fitment data, competitive prices and timely delivery powered by artificial intelligence to capture share in newer verticals including motorcycles and powersports, boating and marine, and RV/campers,” he said. “We are committed to capitalizing on the numerous market opportunities we believe exist for our technology-driven, capital-efficient business model.”