Miva: Ecommerce Without Growing Pains

A lot of part and accessory brands are looking for an ecommerce platform that:

• Can handle large catalogs and year-make-model search
• Can do both retail and wholesale ecommerce
• Can manage multiple storefronts (different stores for different brands or markets)
• Will integrates with an ERP

One option that does all of the above is Miva. Miva describes itself as an enterprise-grade ecommerce platform that focuses on large, mid-market merchants. For companies in the parts and accessories industry, that means helping to manage huge catalogs, making sure buyers find the exact part they need, and keeping everything – from inventory to payments to shipping – working together in one place.

Today, we’re speaking with Rick Wilson, CEO at Miva to learn more about the platform and options. As you’ll learn below, Miva has been around a while (25+ years), and as a result has had time develop a comprehensive part and accessory ecommerce platform.

What’s your standard ‘elevator pitch’ for Miva?

Miva is built for businesses that are serious about scaling ecommerce. Especially in industries like auto parts where you’re dealing with tens of thousands of SKUs, complicated fitment data, or B2B workflows. On most platforms, that means duct-taping together a pile of expensive plugins. With Miva, it just works. Put simply: we help you sell more, stress less, and innovate faster.

Can you tell us briefly about your parts industry experience?

We’ve worked with auto parts and aftermarket sellers for years, and the challenges are always the same: massive catalogs, compatibility issues, and customers who need speed and accuracy when they search. We’ve helped sellers take what feels overwhelming and turn it into something scalable and profitable. The real advantage is that Miva gives you the performance you need without forcing you into a messy stack of add-ons.

What’s the best part of your job?

Watching our customers grow. Seeing an auto parts seller go from clunky, outdated systems to doubling or tripling their online sales – that’s what fires me up. I also love leading a team that pushes boundaries. Our latest product, Vexture, came out of listening to customers and finding an elegant way to solve their biggest headaches with AI-powered search and merchandising. That’s the best part: solving problems that actually move the needle for people.

What common misconceptions do people have about the products and services you offer?

Some people hear that Miva has been around for 25 years and think that makes us outdated. Couldn’t be further from the truth. If anything, 25 years proves we know how to adapt and keep delivering. We’re not resting on legacy tech – we’re constantly redefining what enterprise ecommerce can be. Longevity isn’t a weakness; it’s proof we’re built for the long game.

To what do you attribute Miva’s success?

Two things: innovation and partnership.

We evolve as the market changes, and we listen hard to what customers tell us. Ecommerce isn’t static – especially in auto parts – and our job is to stay one step ahead so our clients can too.

When you’re talking to potential customers, what 3 important things you want them to know?

1. We understand complexity. If you sell auto parts with complicated data, Miva was built for you.
2. We drive results. This isn’t about pretty websites – it’s about revenue, efficiency, and customer satisfaction.
3. We’re partners, not just providers. Our job isn’t done when the software goes live. We’re in it with you; with real people you can actually get on the phone when you need help.

How long has Miva been in business?

Miva’s been around for more than 28 years as of 2025, which is rare in tech, we’re the real unicorn. That longevity shows we know how to keep evolving and staying current with trends, helping our clients separate the wheat from the chaff. Just as important, a lot of our employees have been here for 10+ years. Their commitment is what makes the product and support as strong as it is.

How did you choose your current business location?

We started in San Diego, it’s a fantastic place to build a company and that’s where our headquarters are, but we also have an office in Tampa and employees in 19 states in total.  Our legendary culture at Miva helps us attract exceptional talent, and ecommerce is digital – so we work with clients everywhere.

Where do you see the market for your products and services moving over the next 5 years?

Ecommerce is only going to get more sophisticated. Auto parts buyers will expect faster search, more accurate compatibility, and no-hassle buying experiences whether they’re B2B or B2C. The future is AI-driven personalization, smarter data, and tighter integrations. Our mission is to make sure sellers don’t just keep up with that change but lead it.

For more information about the Miva ecommerce platform, visit https://www.miva.com/platform-overview.