Why Leading OEMs are Rethinking their Approach to the Aftermarket in 2025
The aftermarket spare parts business has always been a vital revenue stream for manufacturers because it drives steady income, fosters customer loyalty, and can even spark new product sales. Deloitte research indicates that aftermarket margins can be up to 150% higher than new equipment sales, making the aftermarket an area of focus for more profitable sales. In my conversations with our OEM (original equipment manufacturers) customers, it’s clear they understand the challenges and the desired outcomes—and they’re actively seeking technology solutions like artificial intelligence (AI), ecommerce, and other future-proof technologies to bridge that gap and build digital experiences for their aftermarket business.
But here’s the reality of 2025: customer expectations have reached a whole new level. They’re demanding the same seamless, intuitive experience they get from giants like Amazon, and that’s transforming the aftermarket sales landscape for OEMs. It’s not enough to sell spare parts through outdated solutions like print catalogs, parts pages on your website, or through calling your service reps. OEMs need to deliver a frictionless, digitally-driven experience that rivals the best in the business.
The good news? Forward-thinking manufacturers are already embracing this shift. They are adopting strategic approaches to create an easy-to-use B2C-like experience across all their sales channels. After all, the aftermarket represents a lucrative opportunity to increase low-touch, high-margin revenue—but only with the right digital ecommerce solutions in place.
Think about the ease of shopping on ecommerce platforms like Amazon: effortlessly searching for products by part number, keywords, or even images. Leading OEMs are focused on replicating that experience for their aftermarket parts sales in 2025 to set themselves apart from the competition and capture a larger share of this valuable market.
Why is Selling Aftermarket Spare Parts so Tricky? It Starts with Search.
In 2025, effective aftermarket spare parts search is more than just a convenience—it’s the foundation of a successful digital-first self-service customer experience. Today’s buyers are accustomed to the ease and speed of B2C ecommerce, and they expect the same level of service when purchasing spare parts.
But finding the right spare part can be tricky. Parts can be highly specific, and identifying the exact match for older or complex machinery can be a real challenge. Factor in the millions of spare parts in your inventory, and it’s easy to see why customers might feel overwhelmed. Without an intuitive search experience, they’re more likely to abandon their carts or resort to calling a service representative.
Unfortunately, many OEM websites still fall short when it comes to spare part search functionality. Limited search criteria, poor data quality, and outdated interfaces create unnecessary friction in the customer journey. In 2025, customers demand the ability to quickly and accurately find the parts they need, whether they’re searching by part number, description, or even a simple image from their phone.
The solution? Digitize your spare parts catalog and create a visual ecommerce experience that rivals the best online retailers. By providing a robust, user-friendly search function, you empower customers to find the right parts with minimal effort.
Remove the Barriers to Buying Aftermarket Parts in the Age of Ecommerce
We know that purchasing aftermarket parts can be a frustrating experience, riddled with barriers that hinder both customer satisfaction and sales. But in 2025, these obstacles are no longer acceptable. By removing these barriers, you can make it easier for customers to find the parts they need, saving time for both buyers and sellers.
Here are three key barriers that OEMs need to address to enable seamless, low-touch aftermarket sales online:
Empower Customers with Robust Part Number Search
In 2025, customers expect instant results. Enabling precise part number search on your website is crucial. It allows customers to quickly find the exact parts they need, regardless of their technical expertise. By enhancing your website’s search functionality, you remove friction from the buying process and empower customers to find and purchase what they need with ease.
Embrace AI-Powered Image Search for Effortless Part Identification
Not every customer has the part number readily available, and descriptions can be subjective. That’s where AI-powered image search comes in. By allowing customers to upload an image or snap a picture of the part they need, you simplify the identification process. Image search is especially valuable for visually indistinctive parts with no identifiable part number or when customers struggle to describe the item accurately. AI-powered image search makes finding and buying spare parts intuitive for everyone.
Boost Buyer Confidence with 2D/3D Visual Search Experiences.
Visual experiences are essential for building trust and confidence in online purchases in 2025. Whether it’s 2D images or interactive 3D models, visualization helps customers understand exactly what they’re buying. Just as you wouldn’t purchase a product from Amazon without seeing an image, your customers expect the same level of visual reassurance when buying aftermarket parts. 2D/3D visuals remove a major barrier by giving customers the confidence to make informed purchase decisions and reducing the likelihood of incorrect orders.
Delivering Self-Service Ecommerce for Aftermarket Spare Parts Gives You a Competitive Edge
Delivering a B2C Amazon-like aftermarket parts buying experience is no longer a luxury—it’s a necessity for OEMs in 2025. By making this your “north star,” you’ll not only delight your customers but also drive increased revenue and loyalty. Ecommerce-driven aftermarket sales are more than just convenience; they are about building stronger customer relationships and driving business growth. By offering a seamless online experience, manufacturers can reap significant rewards.
Providing easy access to replacement parts extends the life and improves the performance of your products. OEMs have a deep understanding of their machines, giving them a unique advantage in delivering exceptional aftermarket support. A streamlined ecommerce experience reinforces that expertise and builds customer satisfaction through strengthened relationships through a deeper understanding of their evolving needs and providing personalized support.
Aftermarket sales typically offer higher margins than new unit sales. By enabling self-service ecommerce, you reduce the need for service representatives to handle spare part orders, minimizing costs and boosting efficiency. Additionally, the ease of online ordering encourages repeat purchases, creating a stable and predictable revenue stream.
CDS Visual helps customers deliver an Amazon-like e-commerce experience for spare parts. We call it Partable and would love to show you how it works with a demo.
Review this case study to learn how Environmental Solutions Group (ESG) increased self-service e-commerce orders by 900%.