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wolk after sales experts
03.07.2015
00119955
Interview with Dr. Friemel (Daparto) (1)
Antti Wolk (AW): Dr. Friemel, to begin with, please tell us how you would rank the top automotive webshops in the field of car parts.
Dr Friemel (Dr F): The assessment of the market or the size of the respective webshops is not an easy task for us, as many, but not all German
suppliers are represented by us. We can assume that kfzteile24 with an estimated annual turnover of 100 million Euros, is probably the
market leader in Germany. It is nevertheless important to note that, due to limited company information, it is quite complicated to determine
the company’s exact E-commerce percentage. Also, the other fields of activity such as OTC sales on site or in the company’s workshops add
to this problem. The second major market participant in Germany is likely ATP Autoteile and the third is Autoteilemann. As for the rest of the
market I am not 100% sure. It is likely that there are many competitors with an estimated turnover between 5 and 10 million Euros. Most
likely, players like
and others are amongst them. However, I cannot really estimate their exact size.
Antti Wolk: Is this evaluation also reflected on daparto.de?
Dr. Friemel: Yes, considering the basics, it is. But as I pointed out, not all of these webshops are represented as merchants on daparto.de. As far
as I know, kfzteile24 has not offered on any marketplace, not on Ebay, Amazon or daparto.de, since 2004/2005. pkwteile.de is also not
represented on our marketplace. These webshops reach their customers mainly via search engine / Google marketing. This makes it
difficult for us to give an opinion regarding them based on our data. Nevertheless, the revenues gathered from our platform roughly reflect
the size of the relative business.
Antti Wolk: According to our opinion, many of these shops achieve most of their revenue via Ebay. Does this relate to your own experience?
Dr. Friemel: This will probably hold true for the majority of the webshops, but not for kfzteile24. For Autoteile Pöllath (ATP) it is still very likely. I
am not sure whether pkwteile.de is selling on Ebay at all. From my perspective, most online vendors do not generate the majority of their
turnover through their own webshop. Using Ebay, there is always the question of how effective the participation is for a seller, since Ebay
takes a commission fee of at least 7-9%. In some cases, this fee may be an important part of the margin, which a seller can not afford to give
away. If the merchant could get the customer on his own page more easily and perhaps more cost-effective than through Google and other
online marketing initiatives, these options are likely much more attractive for the individual seller.
