CarParts.com to Launch CarParts Connect Marketplace Powered by Mirakl

CarParts.com is preparing to launch a new third-party ecommerce marketplace and retail media network called CarParts Connect, expanding the automotive retailer beyond its traditional parts catalog into a broader range of vehicle, travel and lifestyle products.

The marketplace will be powered by Mirakl and is expected to launch in December 2026, with seller recruitment beginning immediately.

CarParts.com says the new platform will give qualified sellers access to its customer base while allowing shoppers to browse a wider range of automotive and auto-adjacent products through a single digital destination.

Expanding Beyond Traditional Auto Parts

CarParts Connect will broaden the company’s assortment beyond replacement parts and repair products.

Planned categories include vehicle accessories, electronics, car care products, travel and road-trip essentials, pet and passenger products, outdoor gear and other products associated with driving and travel.

The strategy gives CarParts.com an opportunity to expand the value of its existing traffic without carrying every product directly in its own inventory.

CarParts.com says it serves more than 100 million unique customers annually and currently offers more than 1.5 million automotive parts and accessories.

Qualified sellers interested in joining the marketplace can apply through the CarParts Connect seller page.

Mirakl to Power Marketplace Operations

The marketplace will run on Mirakl’s enterprise commerce platform, which will support seller management, product catalogs, retail media, payouts and other marketplace operations.

Mirakl has become a major technology provider behind marketplace and dropship programs operated by large retailers and B2B companies.

For CarParts.com, the platform provides an alternative to building the marketplace infrastructure internally while allowing the retailer to expand its assortment through outside sellers.

The combination of marketplace technology and retail media also creates a second revenue opportunity beyond product sales, giving brands and sellers the ability to compete for visibility across the CarParts.com ecosystem.

Seller Recruitment Begins Immediately

CarParts.com is currently recruiting automotive and auto-adjacent sellers ahead of the planned December launch.

Target sellers include companies offering replacement parts, accessories, electronics, vehicle care products and adjacent consumer goods.

For sellers, the value proposition centers on gaining access to CarParts.com’s existing ecommerce traffic and established position in the automotive aftermarket.

The model also gives smaller brands another potential distribution channel without requiring them to build the same level of direct customer acquisition infrastructure.

“CarParts Connect gives our customers more of what they need for their vehicles and their time on the road, from more sellers, in one place they already trust,” CarParts.com CEO David Meniane said in the announcement.

Marketplace Growth Creates New Fulfillment Complexity

The launch also creates an interesting logistics story.

CarParts.com already operates a nationwide company-run distribution network supporting its core ecommerce business.

Introducing third-party sellers means the company will increasingly need to coordinate inventory, delivery expectations, returns and customer experience across products that may not physically move through CarParts.com facilities.

That can create opportunities for 3PLs, parcel carriers, returns providers and fulfillment technology companies serving marketplace sellers.

Automotive ecommerce can be particularly complex because products vary significantly in size, weight, storage requirements and shipping economics.

Adding categories such as travel, outdoor, electronics and pet products introduces even more variation into the fulfillment mix.

For sellers joining CarParts Connect, the ability to meet marketplace delivery expectations could become an important part of competing successfully on the platform.

CarParts.com Expands Its Ecommerce Model

CarParts.com has operated in the automotive ecommerce market for more than 30 years and owns brands including JC Whitney, Kool-Vue, Evan Fischer, Garage-Pro and CarParts Wholesale.

The company’s move into marketplace commerce follows a broader trend among large retailers using third-party sellers to expand assortment without owning every unit of inventory.

Marketplace models can allow retailers to test new categories, attract additional brands and generate incremental revenue while maintaining control over the customer-facing experience.

For CarParts.com, the strategy extends its reach beyond repair and replacement products toward a wider automotive lifestyle ecosystem.

Mirakl said the partnership could help CarParts.com become a broader digital destination within the U.S. automotive market.

CarParts Connect is expected to launch in December 2026.

Sellers interested in participating can learn more and apply through CarParts.com Connect.

Source: CarParts.com and Mirakl, October 22, 2026.