The acquisition was completed in March this year

While plans to launch an industrial B2B global eCommerce platform in early 2021 for tools and safety products, the AutoElec component of the business focuses on the automotive, 4WD and outdoor leisure categories., traditionally a family-run operation, is said to be one of Australia’s most trusted Automotive Retailers with over 43 years in the industry.
This year the business celebrates its tenth year and boasts 200,000 website customers, with eCommerce sales exceeding $170 million. Initially based in Bairnsdale (Victoria) the business’ head office is now joining the office in Kew, Melbourne.
“The addition of to the group is a strategic decision that will enable us to effectively and efficiently operate within the digital space for the benefit of our customers and supply partners in the years to come,” Digital General Manager, Lee Blackmore, said.
“The synergies with this acquisition will position AutoElec as a modern digital retailer and provide our suppliers with multiple ways of doing business with us. Including the ability to merchandise and promote their range directly to our audience.”

That audience reach is reportedly around 15 million+ Australian customers which includes the standalone eCommerce website, and its storefront on eBay, Amazon, Catch and Kogan marketplaces with more in channels added all the time.
Recent stats in the Australia Post 2020 eCommerce industry report show that the number of people shopping online has grown by 31 percent this year when compared to the average in 2019. has also seen its share of this growth as people stuck at home worked on their vehicles or planned caravan and camping getaways for once restrictions are lifted.
“If there was ever a time to start implementing an online strategy, now is it. Many manufacturers and distributors have been thinking about selling online for years now, but always get stuck on where to start. By partnering with us, we can help them start selling through multiple eCommerce channels without having to invest in additional staff or expensive software,” Lee said.

“We also speak to a lot of vendors who are tired of traditional retailers either pricing their ranges noncompetitively or marketing them the wrong way. We give this power back to the brands themselves and let them be in charge of their destiny all via the one platform.
“Currently, we have many vendors up and selling on our platform with more in the onboarding process. We will also be launching a full world-class eCommerce marketplace dashboard in the coming months, where vendors will be able to upload inventory, process sales and receive in-depth analytics”.
“We invite any Automotive suppliers that are interested in fast-tracking their online strategy or expanding their online channels to get in contact with us to discuss an immediate onboarding strategy.”

For more information, visit