RockAuto sells a wide selection of auto parts, including engine parts such as belts and electronics as well as auxiliary parts such as windshield wipers and tail light covers. The company's website is designed to give customers transparent and clear information on inventory availability.
RockAuto was founded by the Taylor family in Madison, Wisconsin, in 1999. It was inspired by their love of classic cars and automotive engineering. The family disliked the way auto parts dealers withheld so much information from customers, making the process of buying and choosing auto parts into something that relied too heavily on the individual sellers. Because of this, they founded their own auto parts company that focused on empowering customers to understand the different options for parts available, along with the associated price.
The site is built around an open display of all the parts offered by RockAuto. As of March 2015, the site allows users to choose from a traditional HTML-based catalogue, similar to those found on most online retailers, as well as a special interactive catalogue. The interactive catalogue begins with a list of all manufacturers whose parts are sold on the site. From there, users can browse and search through all the parts made by each manufacturer.