NAPA eCommerce Website

Driving Online Sales to Record Highs

Three side-by-side mobile phones with screens displaying content from Napa Auto


Lift in online sales during promotions


Increase in sales and orders


Increase in active users

NAPA offers more than 475,000 parts to auto service professionals, do-it-yourselfers and everyday drivers through 16,000 NAPA AutoCare Centers and more than 6,000 stores.

Uniformed Orkin employee inspecting a crawlspace with a flashlight.
The Challenge

Time for a Digital Tune-Up

NAPA's B2B and B2C eCommerce sites were suffering from stagnant sales, compelling competitive offerings, and sub-optimized online user experience. Sagepath's tune up of NAPA's B2B, B2C, and AutoCare site supercharged online sales and user adoption.

Our Approach

Smoothing A Bumpy Online Experience

Sagepath conducted extensive user research to evaluate the customer's buying journey, identify the role of technology, and find gaps and breakpoints in the current online experience.

Napa ad with heart shape on radiator grill and message "Add a little love to your oil change."

Remapping the B2C Road Map

Leveraging these insights, Sagepath redesigned the B2C experience, integrating with the Endeca product catalog to expose content online and incorporating "Find It" functionality for customers to locate parts throughout the supply chain. We added estimator tools, introduced a “reserve online” feature for customer pick up at their local store, and a live Q&A feature with ASE-certified technicians. We also developed a mobile application with built-in vehicle identification number-scanning capability that makes ordering parts possible with just a few clicks.

Supercharging B2B Sales

On the B2B front, Sagepath re-architected NAPA’s B2B eCommerce application from the ground up based on designing and developing a tailored .NET solution to streamline the shopping experience, offer enhanced features, and extend the technology platform. This effort established NAPA's B2B eCommerce site as the preeminent wholesale parts destination online. The site became a key source of revenue for the local stores and strengthened NAPA's relationship with store owners.

Driving Sales at the Mechanic

Sagepath also creates engaging sales materials for NAPA AutoCare locations that encourage consumers to choose NAPA parts when getting routine maintenance. The simple, but striking ads have been a success with both consumers and shop-owners alike.

Napa Auto Autocare Center ad with car racing through big storm protected by large windshield wiper.
NAPA ad with broken compressor belt in double-looped infinity shape with "Nothing lasts forever" headline.
The Results

Fast-Tracking Sales

Our redesign made searching for over 475,000 vehicle parts more efficient and intuitive and positioned NAPA as a thought leader. Information Week spotlighted the redesigned site as a Top 20 Innovative Idea.