Channel Share Research for the Automotive Aftermarket

Where are parts being bought and by whom? Channel share is one of the most strategically important metrics in the aftermarket, and IMR tracks it from both sides of the transaction: the consumer making the purchase and the repair shop placing the order. Together, these two perspectives give manufacturers, suppliers, and distributors a complete view of how volume is moving through the channel.

Consumer Channel Share

IMR’s CCAMS study tracks where consumers purchase parts and where they take their vehicles for service — at both the total market level and within specific parts categories. This data documents how channel share is shifting over time across every major outlet type.

DIY channel share tracks where do-it-yourself consumers are buying parts, including:

• Auto parts retailers
• Warehouse distributors (WDs)
• Mass merchants and discount stores
• Online and ecommerce retailers

DIFM channel share tracks where do-it-for-me consumers are having their vehicles serviced, including:

• New car dealerships
• Independent repair shops
• Tire shops
• Muffler and brake specialty shops
• Other professional service outlets

Channel share is tracked at the total market level for broad trend analysis, and at the individual parts category level for clients who need to understand share dynamics within a specific product area.

Repair Shop Channel Share

IMR tracks channel share from the repair shop perspective through the Repair Shop Supplier Tracking and Repair Shop Parts Tracking studies. Shops report not only who their primary supplier is for the shop overall, but also which suppliers they use for 60 specific parts categories giving clients both a macro view of distributor share and a granular, category-by-category breakdown of where volume is flowing.

Repair shop channel share metrics include:

• 1st, 2nd, and 3rd call supplier share — which suppliers shops are calling first, second, and third when they need parts
• Supplier usage and consideration — which distributors are in the shop’s active purchasing set
• Percentage of parts purchased from primary supplier — how concentrated shop purchasing is with their top supplier
• Category-level purchase outlets — where shops source specific parts (e.g., brake pads vs. air filters vs. sensors) and how that varies by category
• Secondary supplier usage by category — which suppliers capture business outside the primary supplier relationship

Why Tracking Both Perspectives Matters

Consumer channel share tells you where end-user demand is landing. Repair shop channel share tells you how the professional installer channel is sourcing product. Tracking both together allows clients to:

• Identify gaps between where consumers expect to find a product and where shops are actually sourcing it
• Spot channel share shifts early — before they show up in sales data
• Understand whether share gains or losses are happening at the consumer level, the shop level, or both
• Build channel strategy that reflects how purchasing behavior is actually evolving across the market

FAQ

What is channel share in the automotive aftermarket? Channel share refers to the percentage of parts purchases — or service work — captured by each type of outlet or distributor. In the aftermarket, this includes retailers, WDs, mass merchants, online sellers, dealerships, and independent repair shops, among others.

How does IMR measure consumer channel share? IMR measures consumer channel share through CCAMS, its quarterly tracking study of U.S. household automotive purchasing behavior. Consumers report where they bought parts (for DIY repairs) and where they had service performed (for DIFM repairs), producing channel share data at both the total market and category level.

How does IMR measure repair shop channel share? IMR measures repair shop channel share through its monthly Repair Shop Supplier Tracking and Parts Tracking studies. Shops report their primary supplier relationships and which outlets they use for 60 specific parts categories, producing supplier share data at both the shop and category level.

Can IMR track channel share for a specific parts category? Yes. Both consumer and repair shop channel share data can be accessed at the category level — allowing clients to understand share dynamics for a specific product area rather than relying solely on total market figures.

How often is channel share data updated? Consumer channel share data from CCAMS is updated quarterly. Repair shop channel share data is updated monthly through IMR’s supplier and parts tracking studies.