RockAuto
Family-written online auto parts catalog shipping mechanics and DIY car owners parts direct from manufacturers.
RockAuto at a glance
RockAuto is an automotive website and one of the most visited sites in United States, currently ranked #1580 in the country. It was founded in 1999 by Jim Taylor, Tom Taylor and is headquartered in Madison, Wisconsin, USA. Today RockAuto is owned by RockAuto, LLC. Our estimates put its audience at ≈ 28 million visits per month. The business earns money mainly through direct auto parts e-commerce sales. Its closest rivals include autozone.com, advanceautoparts.com, oreillyauto.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 26.3 million / month | +2% |
| Q2 | ≈ 27.2 million / month | +3% |
| Q3 | ≈ 28 million / month | +3% |
| Q4 | ≈ 29.7 million / month | +6% |
Traffic sources
- Direct44%
- Organic search38%
- Paid search10%
- Referral5%
- Social3%
Audience & demographics
- Men68%
- Women32%
- Age 25-3428%
- Age 35-4427%
- Age 45-5421%
The audience is concentrated in United States, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- United States86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 8.4 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- United States
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| rockauto | 1 | Very high | Dominant |
| used cars | Top 10 | High | — |
| car prices | Top 10 | High | — |
| car reviews | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the United States web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 70% mobile
- Position in country
- Among the leading automotive apps in United States
Company information
- Website
- rockauto.com
- Sector
- Automotive
- Owner
- RockAuto, LLC
- Owner type
- Private company
- Founders
- Jim Taylor, Tom Taylor
- Founded
- 1999
- Headquarters
- Madison, Wisconsin, USA
- Employees
- 100+
- Ownership
- RockAuto, LLC controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $200 million annual revenue (est.)
- Languages
- English, Spanish, French, German
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $200 million annual revenue (est.)
- Ownership
- Private company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
RockAuto operates an automotive marketplace focused on United States. Family-written online auto parts catalog shipping mechanics and DIY car owners parts direct from manufacturers. Revenue comes mainly from direct auto parts e-commerce sales, supported by the other lines listed below.
- Direct auto parts e-commerce sales
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- United States
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (United States)
- #1580 in this index
- Sector rank
- Leading automotive site in United States
- Global rank
- 2650
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| autozone.com | ≈ 16.8 million / month | #1581 class competitor | — |
| advanceautoparts.com | ≈ 12.6 million / month | #1582 class competitor | — |
| oreillyauto.com | ≈ 8.4 million / month | #1583 class competitor | — |
What is RockAuto?
RockAuto (rockauto.com) is an automotive marketplace serving users in United States. Family-written online auto parts catalog shipping mechanics and DIY car owners parts direct from manufacturers. It ranks #1580 among the most visited websites in the country in this index, within the automotive category.
Who owns RockAuto?
The site is operated by RockAuto, LLC, founded by Jim Taylor, Tom Taylor. The company was established in 1999 and is headquartered in Madison, Wisconsin, USA. It employs around 100+.
Traffic and audience
Traffic estimates place RockAuto at roughly 28 million visits per month, about 0.9 million per day. Around 70% mobile of sessions come from mobile devices, and visitors view about 8.1 pages per visit with an average session of 7 min.
How RockAuto makes money
Revenue comes primarily from direct auto parts e-commerce sales, alongside .
Competitors in United States
Its closest rivals include autozone.com, advanceautoparts.com, oreillyauto.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1999
RockAuto is founded in Madison, Wisconsin, USA.
- Growth phase
Expands its automotive offering and moves to a mobile-first product.
- Today
Ranks #1580 among the most visited websites in United States.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Deepest local vehicle inventory
- Detailed specification and price comparison tools
- Dealer and private listings side by side
- Financing and insurance partners integrated
Cons
- Dealer listing costs are high
- Price data can lag the real market
- Vehicle history checks are a paid add-on
- Regional coverage uneven outside big cities
Key statistics
Frequently asked questions
Who owns RockAuto?
RockAuto is operated by RockAuto, LLC. Private company structure, based on public filings and press reporting.
Where is RockAuto headquartered?
RockAuto is headquartered in Madison, Wisconsin, USA.
When was RockAuto founded?
RockAuto was founded in 1999 by Jim Taylor, Tom Taylor.
How many employees does RockAuto have?
RockAuto employs approximately 100+ people.
What is RockAuto's revenue?
RockAuto's revenue: ≈ $200 million annual revenue (est.).
Who are RockAuto's competitors?
Main competitors in United States include autozone.com, advanceautoparts.com, oreillyauto.com.
How does RockAuto make money?
Mainly direct auto parts e-commerce sales.
Is RockAuto publicly traded?
No — RockAuto is not listed as an independent public company; it is operated by RockAuto, LLC.
How many visitors does RockAuto get?
Third-party estimates place RockAuto at roughly 28 million visits per month, mostly from United States, with 70% mobile traffic.
Is RockAuto safe?
RockAuto is an established automotive site founded in 1999 and ranked #1580 in United States; use the official domain rockauto.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsrockauto.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageUnited States and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos