As aftermarket competition ramps up their ability to develop effective catalogs, online platforms, and digital marketing, OEM e-commerce efforts must keep up. However, the OEM/dealer relationship makes it challenging for OEMs to drive rapid change in a way that benefits all end customers. This session will focus on actions OEMs are taking to improve e-commerce sales. This could be new e-commerce platforms, improving the dealers’ ability to fulfill e-commerce sales, or even network changes like fulfilling e-commerce orders from the OEM warehouse network rather than the dealers. Because this session is a general e-commerce update, the e-commerce experts may be consulted during the session preparation process but are not required to attend the conference for this session to be valuable.