Malouf Chevrolet Cadillac

Estimated read time: 5 minutes and 10 seconds

How Keith DiPeri Turned a Dealership Parts Department into a $1.5M eCommerce Powerhouse

Keith DiPeri didn’t wait for someone to hand him a roadmap. Over a decade ago, long before eCommerce was standard in the industry, he saw a chance to take Malouf Chevrolet Cadillac’s parts department online and ran with it. What started with a few online listings has evolved into a finely tuned, multimillion-dollar eCommerce operation. Powered by smart processes and a platform built for real dealership teams.

This isn’t some corporate fairytale about a dealership going digital because the OEM said so. This is the real deal, blue collar, nose to the grindstone kind of story about a guy who saw an opportunity, bet on himself, and turned his parts department into a model of what’s possible.

Built like a parts guy, wired like a founder

While Keith runs a tight ship in the parts department, he’s also the kind of guy who unwinds by building systems for fun. Literally. At home, he manages 24 3D printers running full-time in his basement.

“I’ve always been into side projects,” he said. “I like figuring out how to make things work better, faster, more efficiently.”

That mindset shows up in everything he does. Keith brings a rare blend of tech savvy, process-oriented thinking, and entrepreneurial grit to everything he touches. From managing a fleet of 3D printers in his basement to leading Malouf’s thriving online parts business. It’s a big reason why Malouf’s eCommerce operation thrives.

More than a decade ago, long before eCommerce was even a whisper in most dealerships, Keith brought the idea to life at Malouf. “When I saw a way to combine my experience in online sales with the dealership’s parts operation, I pitched it,” he said.

They started small, an eBay store, some Craigslist listings, even Facebook Marketplace. But things didn’t really take off until they partnered with RevolutionParts.

Keith needed a platform that didn’t feel like it was built for a tech team in Silicon Valley. He needed something his people, dealership folks, could actually use. 

No VIN, no deal

Keith and his team quickly learned what separates the online dreamers from the doers: process.

One big pain point for GM dealers is that dreaded 35% restocking fee. “GM hits you hard if you send the wrong part. If there’s no VIN, we don’t ship. Period.” In fact, they built an automated system that flags orders over $250 without a VIN and sends the customer a heads-up email. Then they follow up personally.

“We’re not playing roulette with our margins. We do everything possible to get it right the first time,” Keith said.

Built-in protection, backed by experience

In the world of online parts sales, protecting your margins means protecting your orders. That’s why Keith values the built-in fraud detection tools from RevolutionParts.

“The system flags risky orders right away, especially international ones or those with mismatched shipping and billing info,” Keith said. “That’s saved us from more than a few headaches.”

Still, his team doesn’t just rely on the software. They bring their own layer of due diligence, personally reviewing high ticket orders, requiring signatures on expensive parts, and watching for red flags that only experienced eyes can catch.

“We’re a team of eight, and every order matters. RevolutionParts gives us the tools to stay ahead, but it’s our process that turns those tools into real protection.”

Commission counts, and eCommerce pays

If you’re wondering whether this all actually moves the needle, spoiler: it does.

So far this year, Malouf has cleared $1.5 million in online sales. That’s half of Keith’s total department revenue. And that volume isn’t just good for sales numbers. It helps the dealership hit GM’s volume incentives, which means monthly kickbacks that go right back into the parts department.

“GM’s got their PACE program. The more we move, the more we earn. It could be a few hundred bucks one month, a few thousand the next, depending on what they’re pushing,” Keith explained.

It’s real money, especially when the bulk of everyone’s pay is commission based. 

The secret sauce: trust and a tight team

Talk to Keith for more than 30 seconds and you’ll realize something fast: he’s not a lone wolf. His department runs on mutual respect, shared goals, and a total lack of ego.

“I don’t micromanage. We’re all paid on the same bottom line, so we work as a team. If someone’s out, the others step up. And nobody hides information. You want to know how to do something? I’ll show you,” he said.

That’s how you scale eCommerce without burning out, and how you keep good people around.

Training built for real-world dealership teams

When Keith brings someone new onto the team, he doesn’t just toss them in the deep end. 

“Most dealership folks don’t have eCommerce experience, and they shouldn’t need it,” Keith said. 

That’s part of what makes RevolutionParts so valuable: the backend is intuitive, and Keith can train a new hire to manage it in a matter of days. Every team member is cross-trained, too, so if someone’s out, the work doesn’t stop. There’s no ego, no gatekeeping. Just a shared commitment to keeping things running smoothly. 

Is it too late to get in the game?

Here’s the million-dollar question: Is it too late for dealerships to start selling parts online?

“Nope,” Keith said without skipping a beat. “It’s never too late.”

What matters, he said, isn’t being first. It’s being the best at giving your customers a damn good experience. 

“People will pay more if they trust you. They’ll drive further. They’ll come back again and again.”

Sure, being competitive on pricing matters. But for Keith, it’s the human touch that builds loyalty, and builds the business.

Loyal customers, not just one-time clicks

While eCommerce can feel transactional, Keith treats every order like the beginning of a relationship, not the end of a sale. 

“People come back because they trust us. We’ve got regulars from Pennsylvania, Long Island, Delaware, you name it,” Keith said. 

It’s not always about being the cheapest. It’s about being reliable, transparent, and easy to talk to. That human first approach has turned one-time buyers into long term customers, and in a landscape full of faceless sellers, it makes all the difference.

Built to grow with you

After more than a decade with RevolutionParts, Keith still sees the platform as a key player in his department’s success. 

“The platform is intuitive. The customization is great. And we keep signing up for new programs, like the AC Delco drop-ship pilot. Anything that helps us move more metal, I’m in.”

From the seamless backend to the user-friendly catalog, it’s clear why Keith continues to rely on the system. “It’s easy to train new team members, and it works for the way we do business,” Keith said. 

“RevolutionParts just makes it easier to sell, and scale.”

Marketing that moves metal

For Keith, marketing is what moves the needle. He’s experimented with everything from Craigslist listings (a low-cost way to test demand) to Facebook ads, and today, his team focuses on email outreach and search visibility. 

“I ran campaigns myself for years. Now we’ve brought in a vendor to handle SEO, but I still stay close to it,” Keith said. 

The goal isn’t to win every shopper. It’s to get in front of the right buyers, build trust, and make the purchase experience easy. With RevolutionParts handling the catalog and checkout experience, Keith can focus on outreach, and on getting parts in customers’ hands, fast.

Final thoughts: just hit go

If you’re a parts manager sitting on the fence, wondering if it’s worth the leap, Keith has a message for you:

“Just do it. You’re not too late. Just be honest. Be responsive. Give your customers a good experience and you’ll be successful.”

And maybe, just maybe, you’ll find yourself with a humming eCommerce business, a team that’s got your back, and, who knows, a basement full of 3D printers.