4 min read
In Conversation: ICI’s eCommerce Shift Powered by X-Cart
4 min read
For over 30 years, ICI (Innovative Creations Inc.) has been a trusted name in the automotive aftermarket accessories industry. 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 looked to manufacturers like ICI to drive consumer awareness. Yet, lacking a strong online presence made reaching today’s buyers difficult.
After decades in the aftermarket, ICI embraced eCommerce. Kyle Dahlquist, Lead Product Development Engineer, explains how they managed the shift. Jordan Checketts, COO of X-Cart, discusses how X-Cart’s evolving platform helps ICI optimize online sales and manage complex catalogs with ease.
1. A Legacy of Automotive Accessories
Could you kick us off by sharing the history and scope of ICI?
Absolutely. ICI was founded back in 1990. For the last three decades, we’ve been a major player in stainless steel trim accessories – everything from fender trim and rocker panels to pillar posts. Over the years, we expanded into sidesteps, bumper manufacturing, and launched successful brands like Magnum in the 2000s.
What’s been your primary focus since taking over the company?
After the original owner retired, my focus has been twofold: developing new products and, critically, figuring out how to transition to a consumer-direct model with the massive product catalog we already have. Thirty years’ worth of SKUs and applications for countless vehicles made finding a viable solution for that shift a real challenge.
2. The eCommerce Evolution and Data Dilemma
Moving from a 1990s business model to modern e-commerce must have been quite the shift. Can you describe that transition?
It was a complete overhaul. We started with phone calls and the Yellow Pages – no website, no product images. Everything was on paper or in Excel, and later in-house databases. There was no industry standard; everyone created their own process. As the industry evolved, so did the data, sometimes in the right direction, sometimes not.
You mentioned that an online presence is now crucial, even for B2B. Why is that so important for ICI?
We realized that our distributors and retailers rely on us to advertise and make our products known. Consumers aren’t discovering our products through distributors anymore – they see them online, at a show, or on a vehicle, and then seek them out. We had to take control and make our product information accessible, clear, and easy for consumers to find.
3. Finding the Right Automotive Platform: Why X-Cart?
Were you able to find a suitable eCommerce platform right away?
Not at all. We tried multiple platforms and even had an in-house web team. Data management was always the roadblock. Our historical data wasn’t easily uploadable, and most platforms couldn’t handle it in a consumer-friendly way.
What made X-Cart different?
It came down to partnership and support. The X-Cart team gave me the confidence that a solution was possible. They were willing to work with us on our unique data challenges. I worked with Brad for about six months straight to get our data ready for the platform.
Stories like this are why we do what we do – we want to help businesses like yours succeed. That level of support sounds rare.
It really is. Other platforms basically said, “fix your data, then come back.” X-Cart stays with you throughout the process. That support is crucial—if an internal developer gets sick and your site goes down, you need a team to rely on. X-Cart’s collaborative approach makes all the difference.
4. Final Thoughts: ICI’s Next Chapter with X-Cart
Looking ahead, Kyle sees X-Cart not just as a vendor, but as a long-term partner in ICI’s evolution. Their story shows exactly what happens when the right platform meets the right support team: real transformation. For manufacturers transitioning from traditional sales to eCommerce, that kind of partnership is often the missing link between “getting online” and actually growing online.
And with the automotive eCommerce landscape shifting toward hyper-personalized shopping and frictionless logistics, ICI is no longer just keeping up — they’re stepping confidently into the future. With X-Cart by their side, they’re ready for whatever the next era of digital commerce brings.
If your brand is ready for that same kind of momentum, we’re here to help you build it. Let’s talk about what your next chapter could look like.
Need similar results for your automotive eCommerce?
About the author
Maria
Marketing Manager
Maria is a marketing manager at X-Cart. Once captured by digital and content marketing in her student days, she keeps living and breathing it ever since.
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