The 2025 aftermarket is a paradox: lightning-fast algorithm shifts coexist with decade-long habits like shop loyalty and forum culture
Moorpark, Calif.—Kahn Media recently released its latest research report on consumer behavior in the automotive aftermarket industry. “Shifting Gears: The 2025 Automotive Aftermarket Purchasing Trends Report” shows that current customers use a unique blend of modern and more traditional purchasing methods. It also offers tactics to stay ahead of those evolving trends.
The study highlights that consumers still rely on the expertise of retail stores in some instances, strongly embrace large-scale e-commerce platforms such as Amazon. They are also shifting to new technologies, like AI-generated search results, to assist in purchasing decisions.
The report states, “For the final point of purchase, 50% of aftermarket purchases in our 2025 survey are now finalized on Amazon or another mega-marketplace (double the share of a brand’s website). This ‘every-other-cart’ statistic means your Amazon PDW now converts as many shoppers as your entire website, dealer network and customer service center combined.”
Additional study findings include the following:
- 50% of enthusiasts make their final purchase on Amazon or another major marketplace.
- Google Search is still the top starting point for aftermarket research at 46%, but 18% now start directly on Instagram or TikTok, outpacing YouTube and enthusiast forums.
- Facebook remains surprisingly dominant, driving four times more leads than Instagram for parts discovery, thanks to active enthusiast groups.
- Only 12% say they “never” watch influencer content, with more than half consuming creator-driven media weekly.
- AI is emerging fast. While only 1-2% currently start their research with ChatGPT or similar tools, generative AI is already influencing purchasing decisions via tools like Google’s Search Generative Experience.
- Manufacturers are responding: 41% increased D2C efforts last year, but overall online/offline revenues remain in a 50/50 equilibrium.
- Even digital-first buyers often install high-ticket items at a trusted shop. SEMA pegs 67% of retailer
revenue as in-store. Hands-on expertise, lift availability and same-day parts still beat doorstep delivery for complex jobs.
The report also provides actionable strategies for brands to employ to capitalize on shifting consumer behavior in the automotive aftermarket industry.
The study states that aftermarket in 2025 is a paradox: lightning-fast algorithm shifts coexist with decade-long habits like shop loyalty and forum culture.
Winning brands will:
• Dominate fast-moving surfaces (search, marketplaces, AI) with data-driven precision.
• Nurture slow‑burn assets (install networks, community trust) for resilience.
• Treat logistics and data as marketing, because convenience and relevance now outshine other factors.
For more, click here to get a copy of report.
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