Estimated read time: 5 minutes and 36 seconds
How Ben Hanak and Bommarito Auto Group Are Using Automation and AI to Drive Smarter Parts Sales
“I’m not here to overpromise — but I’ll tell you right now: the stuff we’ve implemented? It works.”
— Ben Hanak, eCommerce Manager, Bommarito Auto Group
For Ben Hanak, the eCommerce Manager at Bommarito Auto Group, selling parts is all about working smarter, not harder. And that means using the right tools and automation to take repetitive tasks off his plate and move the needle on profitability.
“If you’re constantly working on answering emails and chats and texts, you’re not doing anything to push your business through the ceiling,” Ben said.
That mindset has transformed how Bommarito approaches parts sales. In just one year, they grew their Ford parts webstore from $42,000 to over $100,000 in online orders per month—a 138% year-over-year increase. Across the entire operation, they now generate more than $190,000 per month.
For Ben, this isn’t just success. It’s proof that selling online really works.
“eCommerce can totally eclipse even your best wholesale shop. That’s the future of our business.”
Automation and AI as Revenue Multipliers
Ben’s mission started with tackling the biggest problem in parts — time.
“There’s so many little things that keep you working in the business and not on the business.”
Emails. Descriptions. Reconciling sales. Following up on abandoned carts.
With a growing parts and accessory webstore that spans five major brands, managing this manually just wasn’t sustainable. To eliminate obstacles and free up his team for higher-value tasks, Ben embraced AI and automation tools:
- ChatGPT for product descriptions:
Instead of brain-blocking over descriptions or copying bland manufacturer text, Ben uses AI to craft clear, customer-friendly descriptions—and it works.
“I added a gasket and filter to a transmission part’s description with AI. The very next morning, I had an order with all three components. Same customer that abandoned his cart initially. AI helped me sell them.”
- AI reconciliation:
Previously, Ben spent 8 hours a week manually reconciling sales and payment gateways. With an AI-powered reconciliation tool, he now only needs to focus on anomalies.
“That saves me a full workday every week. It’s paid for itself.”
- Cart abandonment and email follow-ups:
Ben combines RevolutionParts abandoned cart reports with chat features and personal emails to win back lost sales.
- 22,350 lifetime abandoned carts.
- 30-40% win-back rate on outreach = 6,700 – 8,900 recovered sales.
“That’s thousands of orders recovered from abandoned cart outreach that would have been lost otherwise — huge revenue right there.”
How RevolutionParts Powers His eCommerce Success
While AI helped eliminate grunt work, Ben credits RevolutionParts as the backbone that makes his parts department competitive online.
“I love the backend reporting. The Completed Order Transaction Reconciliation is gold.”
Ben also uses key features in RevolutionParts to increase sales and improve the customer experience:
- Abandoned Cart Reporting: Understand where deals fall apart and bring them back with promos and direct outreach.
- Customer Groups: Wholesale accounts log in and automatically get tailored pricing.
- Returns Dashboard: Customers can initiate returns easily, saving him time and making them happy.
- Fraud Detection: Easily preventing losses while still processing legitimate sales.
“The fraud tool is fantastic. It flags issues, but you can also spot patterns. I once stopped a scammer who shipped to the Ann Arbor Police Department. That system saved me big time.”
Smart Shipping: Turning a Cost Center Into a Competitive Advantage
Shipping has always been a sticking point for online parts sales. Customers expect fast, affordable delivery — but balancing that with profitability isn’t easy. Ben uses RevolutionParts shipping as another lever to drive revenue and close sales.
“People get free shipping from Amazon, so when they see a $20 shipping fee on a $60 part, it kills the sale,” Ben explains.
Instead of accepting that as lost business, Ben takes control using a combination of RevolutionParts and ShipStation to manage shipping rates and margins.
Here’s how he makes shipping work:
- Pricing matrices in RevolutionParts: Ben strategically sets lower shipping rates for low-priced parts to prevent sticker shock, while building more margin into larger or heavier items where customers expect higher shipping costs.
- Real-time shipping visibility: Because RevolutionParts shows shipping costs right at the order screen, Ben can step in when necessary.
“I’ll see something calculate at $400 to ship, but I know it’s really $250. I call the customer, knock $150 off, and they absolutely love us for it.”
- Using shipping as a profit center: While keeping rates fair, Ben ensures that shipping charges also help cover overhead expenses like labels, packaging, and labor.
“You can’t give shipping away, but you also can’t lose the sale over it. Finding that balance — that’s where RevolutionParts helps big time.”
By managing shipping this way, Ben has turned what could be a deal breaker into a deal closer — and in many cases, an opportunity to boost both profitability and customer loyalty.
Wholesale: The Next Frontier
Ben sees the biggest untapped opportunity in scaling wholesale sales through eCommerce — reaching beyond local delivery areas.
“Before, 60 to 80 miles was our limit. Now? UPS next day opens up central Illinois, Kansas, Tennessee — and those rural repair shops can’t get OE parts fast locally.”
He even brings it old school to win new business.
“I walk into shops, show them a flyer, set them up right there in RevolutionParts with customer groups, and give them discounts. No waiting. They know when they log in, they’re getting the right price.”
For Ben, it’s about mixing high-tech with high-touch.
Scaling Without Growing Headcount
AI + RevolutionParts doesn’t just boost revenue. It helps Ben run lean.
“You don’t need as many people. That sounds bad, but it’s true. Automation lets my team work on the business, not drown in emails.”
Ben even uses RevolutionParts shipping matrices to make shipping a profit center, offering flat rates or discounts when necessary to close deals.
“Seeing shipping cost in real time lets me make deals that win customers over. Plus, with smart pricing, we’re still covering costs.”
The Results Speak for Themselves
With a simple goal of 15% month-over-month growth, Ben is already blowing past that some months. In just one year, his parts eCommerce business is unrecognizable from where it started.
“A year ago we were figuring it out. Now, we’re a serious player.”
Today:
- Over $190,000/month in online sales
- More than 1,500 orders monthly
- Growth that rivals (and often beats) traditional wholesale
“eCommerce is eclipsing traditional wholesale. That’s the future of our business.”
What’s Next? Video, Social, and More AI
Ben isn’t stopping. Next up?
- Video content using AI video tools
- Social media marketing to reach DIYers and younger shop owners
- More RevolutionParts automation to streamline returns and promotions
“This stuff isn’t rocket science. But if you’re not doing it, you’re leaving money on the table. Every dealership should be moving this way.”
