The Realities of Selling Parts Online (It’s Not What You Think) with Kris Harrington

In this episode of the B2BEA Insider, Justin King speaks with Kris Harrington, President and COO of GenAlpha, about the unique challenges and opportunities of building eCommerce solutions for OEMs and manufacturers, especially in the complex world of aftermarket parts.With deep experience in both manufacturing and digital transformation, Kris shares the story behind founding GenAlpha and the development of their Equip360 platform, purpose-built to support manufacturers with complex bills of materials, product configuration, warranty integration, and fitment accuracy. She explains why traditional eCommerce platforms often fall short—and how Equip360 bridges the gap between legacy systems and modern customer expectations.Key topics include:• Why aftermarket parts eCommerce is fundamentally different from traditional eCommerce• How serial numbers, BOMs, and technical documentation create unique challenges• The role of visual search and exploded diagrams in reducing buying friction• Why dealers and distributors face even more hurdles in parts commerce• The importance of integrating data from across the organization into a single experience• When to consider a specialized parts platform vs. a generic eCommerce solution• How GenAlpha is helping manufacturers digitize legacy information and improve customer supportThis episode is essential listening for B2B manufacturers, digital teams, and consultants looking to understand what it truly takes to serve complex products and customers in an increasingly digital world.Guest: Kris HarringtonHost: Justin King