When we started, we were flipping through the Yellow Pages, making phone calls. Now, we’re selling directly to consumers online. It’s been a wild ride.

ICI (Innovative Creations Inc.) has been a trusted name for over 30 years in the world of automotive aftermarket accessories. Established in 1990, long before eCommerce changed retail, ICI built its reputation through traditional sales methods, offering stainless steel trim, fender trim, rocker panels, and sidesteps. But as the world transitioned to digital commerce, so did the challenges of maintaining a strong presence in an online-driven market.

When Kyle took over the company, he knew they had to evolve. 

We had 30 years’ worth of products, SKUs, and applications. Finding a way to take that direct-to-consumer was one of our biggest struggles.

Challenge: From Paper Catalogs to Online Retail

For a business founded in the pre-eCommerce era, the transition wasn’t about setting up an automotive eCommerce website only. It meant changing the entire way they operated.

Back then, it was all about printed catalogs, paper data sheets, and later, Excel spreadsheets. There was no standard process, and everyone had their own way of doing things.

As the industry evolved, B2B customers and distributors increasingly relied on automotive manufacturers like ICI to drive consumer awareness. But without an effective online presence, ICI struggled to connect with the modern buyer.

At the same time, the external market was shifting. The global eCommerce sector was experiencing exponential growth, with consumer behavior gravitating towards digital shopping. According to industry reports, over 70% of auto parts buyers across the US trusted online marketplaces.

Major online retailers like Amazon and eBay Motors were reshaping the industry, too, setting new standards for product searchability and user experience.

It became clear that we needed to control how our products were seen and purchased online. Our B2B partners expected us to market our own products. That meant finding a solution that made our inventory easily searchable and accessible.

Search for a Solution

ICI explored multiple automotive eCommerce platforms, even attempting to build their own website in-house.

We tried everything — different platforms, internal web development, even selling off some of our own e-tailer sites. But the real challenge was data management.

Most platforms just couldn’t handle our product data. They’d say, ‘Fix your data first, then come back.’ But no one told us what ‘fixed data’ should look like. We were stuck.

This challenge was further compounded by increased competition from established eCommerce giants and digitally native brands that had already optimized their online operations. Consumers expected fast search results, accurate fitment data, and flawless checkout experiences. All of these required sophisticated backend infrastructure.

Then, ICI discovered X-Cart, a platform built to handle the unique complexities of automotive eCommerce.

ICI about Experience with X-Cart

Unlike other solutions, X-Cart didn’t offer a platform only. We provided hands-on support.

I worked with Brad from X-Cart for six months straight. He helped us structure our data properly and ensured our SKUs were mapped correctly and searchable. That level of support was unheard of.

With X-Cart’s help, ICI took advantage of the features like:

• Year/Make/Model search to make it easy for customers to find the right parts.
• My Garage allows users to save their vehicles for quick reordering.
• API integrations to automate inventory management and product updates.
• Mobile-optimized shopping to cater to the growing number of mobile-first consumers.
• Advanced SEO and marketing tools to enhance visibility in a competitive online space.

Results: A 100% Digital Transformation

Since launching with X-Cart, ICI has seen growth in online sales and efficiency in managing a massive product catalog.

Our products are now easy to find, and our customers have a seamless experience. We’re no longer struggling to fit into the digital world — we’re thriving in it.

Beyond sales, X-Cart has provided the reliability ICI needed.

With an in-house team, if one person left or got sick, everything stopped. With X-Cart, we have a whole team ensuring our site stays up and runs.

From a market perspective, this transformation has made ICI a direct competitor to other leading online retailers. With X-Cart’s advanced features, they’ve been able to enhance customer engagement, improve conversion rates, and increase repeat business.

The Future of ICI with X-Cart

Looking ahead, Kyle sees X-Cart as a long-term partner in ICI’s journey.

They didn’t just sell us software. They helped us solve a problem that had held us back for years. Working with X-Cart has been a transformation.

ICI’s story proves that the right platform and team can make all the difference for businesses struggling with transitioning from traditional sales to eCommerce.

As automotive eCommerce continues to evolve, with emerging trends like AI-powered recommendations, enhanced personalization, and integrated logistics solutions, ICI adapts and thrives, thanks to the strategic partnership with X-Cart.