Halfords is ramping up the number of SKUs it offers on its website with the launch of a marketplace for third-party sellers.
The cycling and motor parts retailer has teamed up with around 30 third-party retailers to boost the number of products it offers on Halfords.com by around 40,000.
Among the sellers on Halfords Marketplace are Toolsave, Ghostbikes.com, E-bikes Direct, Frame Discounts and Kiddi Moto.
Halfords said the site, powered by Mirakl, will also allow it to “anticipate and react to trends and customer’s buying behaviour”.
It is the latest new digital platform launch for the retailer, following its click-and-collect offer and eBay store.
Halfords Marketplace trading manager Nina Morris said the technology will be able to “target new customers who may not have shopped with Halfords before”.
She added: “We know our existing customer is really digitally engaged – Halfords.com had 90 million visits last year and 25% of all bike sales were made online.
“Marketplace is a huge opportunity for us to innovate in the sector and offer a wider range.
“From bikes to scooters, drones to kayaks – we’ll be able to offer our customers all the latest summer must-haves and everything for family journeys with the convenience of home or workplace delivery.”
Mirakl co-founder Adrien Nussenbaum added: “Online marketplaces offer customers improved choice, service and pricing, so it’s no surprise that smart retailers all over the world are launching their own marketplaces.
“Halfords is savvy to the changing ways in which consumers shop and is delivering a solution to meet that need and builds on its current digital and e-commerce proposition.”
Halfords last week reported a 3.5% rise in first-quarter like-for-likes as sales of premium bikes boosted its performance.
Last month new boss Jill McDonald said she is “open minded” about the size of Halfords’ store estate, but stressed the vast majority of its shops are profitable.