I’ve long been fascinated by the increasing role of online marketplaces like Amazon and eBay in our industry, particularly as they serve as direct-to-consumer channels for selling lubricants. In this research, I look at the best-selling passenger car engine oils across ten of Amazon’s global marketplaces.
Clear regional differences emerge, such as the prominence of VW 504 00/507 00 in Western Europe compared to ILSAC standards in North America and API in Japan. These variations reflect the vehicle parc in each region, but also highlight the dominance of 5W-30 — with only 5 out of the 30 oils in this report being different grades.
With over half of product searches reported to now take place through online stores they have evolved beyond just a sales platform into places where customers go to discover product offerings, even if they ultimately make their purchases elsewhere.
Many customers find purchasing oil online less intimidating and more convenient than visiting an auto parts store and appreciate the broader selection compared to fuel stations.
If you’d like to explore how I can help your business optimize its online presence and increase sales, contact me at hello@mdminsight.com. Let’s start the conversation!