CarParts.com, Inc. (NASDAQ: PRTS) plans to open its storefront to outside sellers with CarParts Connect, a new marketplace and retail media network powered by commerce platform Mirakl. The Long Beach, California-based online aftermarket retailer announced the plan on October 22, 2026, and said the marketplace is expected to go live in December 2026. Seller recruitment has already started.
Beyond parts: vehicle, journey and destination
The company describes the move as a significant step in its long-term growth strategy. CarParts Connect is designed to give qualified third-party sellers a new route to CarParts.com's customer base while widening the range of products shoppers can find in one place.
Alongside parts, the marketplace will expand the retailer's assortment into vehicle accessories, travel and road-trip essentials, pet and passenger products, outdoor and recreational gear, and what the company calls "products for the destination."
"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. Mirakl brings the technology and experience to help us build it quickly and grow it the right way," said David Meniane, CEO of CarParts.com. "We invite qualified sellers to join us as we build the future of automotive commerce in the United States."
What sellers get
CarParts.com says it serves more than 100 million unique customers a year. It is looking for qualified sellers offering automotive parts, accessories and related products, including electronics and car care supplies. Sellers will gain access to the retailer's established customer base. Interested businesses can learn more and apply on the CarParts Connect seller page.
Mirakl runs the platform
The marketplace will run on Mirakl's enterprise commerce suite, which brings marketplace operations, catalog and product data management, retail media, seller payouts and strategic support together in one solution. According to the companies, this integrated approach will help CarParts.com manage and scale the marketplace more efficiently, support sellers throughout the partner lifecycle, and create new opportunities for customers, sellers and brands across the automotive aftermarket and beyond.
"CarParts.com has the customer reach, automotive expertise, and ambition to build one of the most important digital platforms in the U.S. automotive market. Mirakl is proud to support that vision and help bring more high-quality sellers and products to automotive customers," said Scott Eckert, CEO of the Americas at Mirakl.
Since 2012, Mirakl has provided enterprise marketplace and dropship technology, catalog management, retail media, seller connectivity and payouts to retailers and B2B organizations, and supports hundreds of businesses across North America, Europe and Asia.
About CarParts.com
CarParts.com is a technology-led ecommerce company offering more than 1.5 million automotive parts and accessories, backed by a nationwide, company-operated distribution network. Operating for more than 30 years, the company also runs a portfolio of brands including JC Whitney, Kool-Vue, Evan Fischer, Garage-Pro and CarParts Wholesale.
Why it matters for dealers
A third-party marketplace with a built-in retail media network gives aftermarket and accessory suppliers another national online channel, and it also means more competition for shoppers' online parts and accessory spending. Tire dealers and distributors who sell online will want to watch which categories and sellers join CarParts Connect when it opens in December.
