The situation
Before 2018, Altapac’s online sales were overwhelmingly dependent on eBay—accounting for 95% of ecommerce revenue. The company operated on a WooCommerce backend, using a third-party integration to sync listings with eBay. It was a fragile setup.
Processes were paper-based. Product listings were created manually. Stock checks involved walking into the warehouse. And with all customer interactions branded under eBay, Altapac lacked the ability to build direct relationships or truly represent its brand online.
“Every conversation with the customer went through eBay’s logo. We wanted to own the experience.” — Tom Lacey, General Manager, Altapac Group
The team knew they needed more than a patchwork solution—they needed a platform that could help them take control.
Why Neto by Maropost
In 2018, Altapac first implemented Neto by Maropost with its A1 Roof Racks brand. According to Lacey, the results were immediate — and impressive — leading the team to migrate all of their online brands to the platform and eventually deploy Maropost Marketing Cloud to level up customer engagement.
Tom Lacey recalls the draw clearly: “We didn’t just pick software — we picked a platform that let us scale, customise, and take control.”
It wasn’t just about features. Neto offered a local support network and partner ecosystem that could grow with the business. Its interface was intuitive enough for non-developers to build out sites and flexible enough to adapt to the unique demands of an auto accessories business.
And those demands were many.
With over 3,000 base components, Altapac could generate around 50,000 kitted SKUs—each tailored to a specific vehicle and use case. Neto’s import/export tools and dual category trees allowed them to map products across vehicle types and categories seamlessly.
“Managing product data used to take days. Now it takes minutes. The same effort goes so much further. Our team can see results instantly, which means faster solutions for our customers and greater job satisfaction for our people.”
Within a short time, Altapac migrated all five of its online stores—including Altapac, Roof Rack & Towbar World, A1 Roof Racks & Accessories, Rugged Outdoors and DriveTrade —onto the platform.
Results
The results were immediate. SKU counts exploded from 7,000 to 72,000—with capacity to double again. Product data was no longer a bottleneck, but a competitive advantage.
Order volume surged. For four years following implementation, Altapac experienced 200% year-on-year growth in online orders.
Perhaps more important than the numbers, however, was the shift in mindset.
“It’s not an exaggeration to say that Neto triggered our digital revolution. Every process in our business changed.”
From manual order taking and paper-based POS to streamlined fulfilment, real-time inventory, and digital customer journeys—Altapac was transformed.
Even the warehouse saw the change. “During Black Friday 2022, the system didn’t blink,” Tom shared. “No chaos. Just clear pick lists, despatch queues, and calm staff. That’s when I knew we made the right call.”
The Marketing Cloud advantage
In 2024, the Altapac team took the next step by replacing their legacy email platform with Maropost Marketing Cloud.
They wanted to move beyond generic mass emails. With vehicle-based products and an adventure-focused audience, segmentation was crucial.
Within weeks, the team was already seeing measurable wins:
And this is just the start. With social integrations and SMS queued up next, Altapac is confident that the impact will only accelerate.
“Segmentation alone was a game-changer—we saw results almost immediately.”
From eBay-only to a full multi-channel strategy
Altapac uses Neto POS at expos, trade shows, and mobile events—empowering staff to process transactions from iPads, Android tablets, or even smartphones. The system is fully synced with live inventory, pricing, and customer data, allowing seamless on-the-go selling and instant invoicing.
“If your customer is in front of you and wants to buy, POS is perfect. It’s quick, snappy, and simple.”
While Altapac’s online business was once reliant on eBay, the shift to Maropost has enabled a true multi-channel strategy that unites online and in-store operations.
They’ve experimented with Amazon, are preparing to launch on Bunnings, and currently curate a 13,000-SKU catalogue on eBay—soon to reach 21,000. Neto gives them the ability to choose exactly which SKUs to list where, optimising spend and performance across platforms.
“It’s about meeting customers where they are. If they’re shopping on Bunnings, we want to be there too.”
Working with the Right Partners
Altapac’s transformation didn’t happen in isolation. Alongside Maropost, the company leaned on trusted partners to accelerate results and sharpen strategy.
Together, they weren’t just vendors — they became strategic collaborators who shaped Altapac’s ecommerce roadmap and amplified the impact of Maropost’s platform.
“They weren’t just vendors. They helped shape our ecommerce strategy.”
What’s Next for Altapac
Altapac’s focus is on building an omni-channel experience that makes it easier for Australians to get the right gear for their journey. New branches are in the works, each powered by Neto, while the online presence continues to expand through marketplaces and partnerships - including eBay, Amazon, and an upcoming launch with Bunnings.
The mission is simple: make adventures more accessible by meeting customers wherever they are - online, in-store, or out in the community. As Tom Lacey explains, “We’re not just selling products. We’re enabling Australians to fully unlock their vehicle’s capability, giving them confidence to take on new adventures. Maropost helps us bring that vision to life at scale.”
Ready to see how Maropost can help your business scale like Altapac?