Toyota Material Handling (TMH) offers material handling products and solutions, including forklifts, reach trucks, order pickers, pallet jacks, container handlers, automated guided vehicles and tow tractors, along with aerial work platforms, fleet management services, and advanced automation engineering and design. Toyota's commitment to quality, reliability and customer satisfaction, the hallmark of the Toyota Production System, extends throughout more than 230 locations across North America.
With access to an industry-leading lineup of material handling products, TMH dealers are uniquely positioned to help solve wide-ranging challenges in warehousing and distribution. Built for every application, Toyota can provide the most complete set of solutions for material handling, automation, energy, advanced logistics and warehouse optimization.
The "where to buy" experience
Toyota Genuine Parts are sold through two primary methods: first being service contracts and second, parts-only buyers. For years, parts-only buyers faced a manual, time-consuming process. Buyers relied on legacy processes like quote requests, phone calls and offline transactions, which did not meet the expectations of modern buyers.
Even if a customer visited TMH's website, they were asked to fill out a quote form or redirected to a dealer's phone number or address, making online a mere "where to buy offline" channel rather than a fully functional, online purchasing experience.
This fragmented experience led to inefficiencies for both buyers and dealers:
- Limited visibility into part availability and standardized pricing.
- Procurement delays due to reliance on manual order processing via phone to in-store.
- Inconsistent customer experience due to varying dealer capabilities in handling orders efficiently, especially for customers managing multiple locations across North America.
At the same time, buyers were shifting online and expected a seamless, self-service experience. TMH saw an opportunity to modernize its parts sales channel while protecting and strengthening its dealer network. Fast forward to 2025, this shift has only accelerated — 74% of B2B buyers now prefer digital platforms as their primary sales channel, according to DigitalCommerce 360 — making a strong digital strategy more critical than ever.
How TMH brought its dealers online to create a unified buying experience
For many manufacturers, the risk in selling parts online is creating a new friction point across distribution. However, Toyota Material Handling took a different approach — bringing its dealers into the digital ecosystem and further strengthening the partnership.
Through a Mirakl-powered platform, TMH onboarded its dealers as exclusive sellers on its eCommerce site, the MyToyota Store. TMH now manages the user experience, pricing and facilitates the online sale, connecting the buyer with the dealer through the checkout process based on geographic locations.
When an online order is placed, TMH sends it to the local dealer based on assigned territories, ensuring a seamless commerce process through three distinct fulfillment options:
- Direct dealer fulfillment: Dealers fulfill orders directly from their own local inventory when parts are available in stock.
- Standard delivery via dealer: TMH ships parts to the local dealer, who then handles the final delivery to the customer for standard timing requirements.
- Expedited direct delivery: TMH ships directly to the customer from the national Parts Distribution Center for urgent delivery needs.
This strategy lets dealers leverage TMH's brand to reach more buyers while giving them fulfillment flexibility. By eliminating concerns about business cannibalization, TMH proves that selling together drives greater success:
- 60+ dealers onboarded, providing full coverage across the United States and Canada
- Close to 1M forklift parts available for online purchase, giving customers a one-stop shopping experience for Toyota Genuine Parts and Toyota's STARLIFT aftermarket parts program
- Advanced fitment data helps customers find the right parts by filtering options based on their forklift model and serial number
- Seamless order flow and next-day delivery options minimize equipment downtime and keep operations moving
- Optimized order routing to assign orders to local dealers, with fulfillment handled from dealer inventory or by TMH as needed, resulting in a 98% fulfillment rate.
By integrating dealers into the platform, TMH turned its digital transformation into a growth opportunity for buyers, dealers and the business itself. Dealers expanded their reach, discovered new customers and provided an exceptional, streamlined buying experience without having to build their own eCommerce solution.
The result: How TMH is transforming forklift parts sales
By bringing its dealer network online, TMH unlocked new revenue opportunities through expanded market reach, improved operational efficiency across its parts business and attracted a new generation of buyers:
- Accelerating growth: Online parts sales grew 220% year-over-year, with a 30% month-over-month GMV increase, proving strong demand.
- Expanding customer reach: A significant number of orders came from new customers, while 60+ onboarded dealers expanded visibility to previously unreachable buyers.
- Enhancing customer experience: 1M+ forklift parts available online, with accurate pricing, higher fulfillment rate indicating inventory availability, and next-day delivery options, reducing downtime.
- 2X marketplace sales volume: by integrating with customer buying processes to streamline their part-buying experience from "I have a problem" to "Part installed and problem over."
TMH's approach goes beyond forklifts — it's a blueprint for how manufacturers can digitize their aftermarket sales without disrupting their existing ecosystem. By empowering its dealers instead of bypassing them, TMH is proving that the future of B2B Commerce isn't about competition — it's about collaboration, scale and shared success.
"Partnering with Mirakl enabled us to get this project off the ground and running quickly, to meet our customers' growing expectations for 24/7/365 access to the products and solutions they need to keep their business moving forward." — Nick Ostergaard, Senior Manager & Department Head, Advanced Services & Digital Solutions, Toyota Material Handling
