This case uses Ecommerce Brands (ECB), an aggregator of online retailers focusing on the auto parts space, to prompt an analysis of the firm’s capabilities, scalability, and operations strategy. ECB was about to close on five online retailing brands owned by a private equity firm in the aftermarket auto parts industry. ECB’s business model involved acquiring and operating direct-to-consumer sites and replatforming everything from a technology standpoint, with the expectation that with a common platform and functionalized services, these businesses would reach new levels of revenue and profitability. That leaves the case open to exploring the uncertainty in achieving that value across brands, technology challenges, and the role of operations in scaling the business. The case provides an overview of the role of an aggregator in e-commerce businesses and allows a discussion to analyze the process thinking and ideas.
