From a garage in Sydney to a global powerhouse shipping to over 200 countries, Speedmaster is the ultimate example of e-commerce done right. Led by CEO Jason Kencevski, the high-performance car parts brand has mastered automation, marketplaces, and omnichannel retail—turning a family business into a global force. With over 100,000 SKUs, seamless marketplace integrations with Amazon, eBay, and AutoZone, and a fully automated warehouse handling over five million orders a year, Speedmaster is a masterclass in e-commerce at scale.
In this episode of Add To Cart, Jason shares the strategies that have powered Speedmaster’s growth, including why clean product data is the foundation of scale, why brands should meet customers where they already shop, and why physical retail isn’t dead—it just needs to evolve.
Be Everywhere Your Customers Already Shop
While Speedmaster has an incredible direct-to-consumer website, they also sell on Amazon, eBay, AutoZone, and more. Why? Because they don’t fight customer habits—they meet them where they already shop.
“We don’t know why someone chooses Amazon over our site—it could be loyalty points, faster shipping, or a payment method we don’t take. Instead of fighting it, we just make sure we’re available wherever they want to buy.”
For Speedmaster, this marketplace strategy isn’t about cannibalisation. It’s about removing barriers to purchase.
I fly Qantas no matter what, because of the perks—someone might say, ‘You could fly cheaper,’ but they don’t see the ecosystem I’m benefiting from. Amazon, eBay, and even AutoZone have that same effect on customers.
For e-commerce brands, this means rethinking channel strategy. Are you missing sales because customers prefer marketplaces, price comparison sites, or even a wholesale option? A multi-channel approach doesn’t mean giving up on DTC—it means maximising reach while protecting your core brand.
Set and Forget Scaling: Fix Your Product Data First
Speedmaster didn’t just throw SKUs online and hope for the best. They spent months cleaning, structuring and standardising their product fitment data before scaling. The result? Fewer customer complaints, seamless marketplace integrations, and a business that runs without constant firefighting.
“AutoZone turned around and said, ‘Okay, we’re ready to go live with 3,500 SKUs,’ but some of our data was outdated. Instead of launching and fixing it later, we spent three months in a bunker cleaning it up. Now, when we add new retail partners, it’s just plug and play.”
That effort pays off in ways many brands don’t realise. If product descriptions, images, specs, and compatibility information aren’t flawless from day one, brands risk returns, negative reviews, and expensive customer service issues.
It’s either hard at the start and easy at the end, or easy at the start and hard at the end. We choose the first option—because once it’s done, it’s done.
If you’re selling on marketplaces like Amazon, eBay, or even The Iconic, take a hard look at your product data. Is everything accurate? Are images optimised? If not, fix it now before scaling. Future-you will thank you for it.
Bricks-and-Mortar Still Has a Place—If Done Right
Despite its roots in e-commerce, Speedmaster is doubling down on physical experiences. From pop-ups and car meetups to a 56-foot branded truck touring the US. They want to make sure they’re not just selling parts, but also building a brand community.
“We realised people still want to touch and feel products—especially in the car world. So we’re taking it to them. Our truck is basically a mobile showroom, rolling through the US, meeting enthusiasts where they are.”
This doesn’t mean traditional retail is making a full comeback, but it does mean that brands who create physical touchpoints can build deeper customer loyalty.
We don’t have stores, but we do have experiences. We run pop-ups, meetups, and in-person activations. Customers might see a part in person, scan a QR code, and watch a video. It’s all about bridging the gap between online and offline.
If you’re an online-only brand, it’s worth asking: Could a pop-up, retail partnership, or showroom help customers engage with your products? Would an in-person event or live demo drive loyalty and word-of-mouth? Would a click-and-collect option drive sales while keeping fulfillment costs low?
Scale Smarter, Not Harder
Speedmaster’s success isn’t just about selling more—it’s about selling smarter. They fix problems before they scale, they let customers shop where they want, and they find creative ways to bring products into the real world.
The lesson here is clear: Don’t chase growth without a foundation. Build the systems first, meet your customers where they are, and never underestimate the power of a real-world experience.
