Dale's Super Store: From Zero to $1.3 Million in Sales in One Year
Dale's Super Store sells diesel and Jeep performance parts on Web Shop Manager, with a catalog organized by truck class and engine and separate logins for retail and dealer customers.
The number on this page
Dale's Super Store's own figure for its first year on Web Shop Manager.
Reported by Dale's Super Store to Web Shop Manager and first published in our case study for the store. Derek Dobson's testimonial below was recorded in November 2012, about a year into the relationship.
The store and its buyers
Dale's Super Store sells diesel and Jeep performance parts, from injectors and turbos to emissions parts, lighting and towing gear. Owner and managing partner Derek Dobson moved the business online after selling at swap meets.
- A failed first attempt. Before Web Shop Manager, Dale's spent a year with another developer and had no working site to show for it.
- Fit depends on the engine. The same truck can be a Powerstroke, Cummins or Duramax diesel or a gas model, and the parts are different.
- Retail and dealer customers. Dale's sells to truck owners and to shops.
What we built for Dale's
These are live on the Dale's store today.
Shop by vehicle
- The product catalog is organized by vehicle across diesel parts, emissions, lighting, exterior and towing.
- The store sells only emissions-compliant parts and states that it cannot ship non-CARB-approved products to California.
Catalog by truck class
- Separate entry points for light and medium-duty diesel trucks, heavy and semi trucks, and gas vehicles.
- Diesel sections by engine family: Powerstroke, Cummins, Duramax and Sprinter.
Selling to two audiences
- Separate Customer and Dealer logins.
- Get A Quote in the main menu, a Speak To An Expert phone line, and Affirm financing.
What Dale's shoppers see today
A shopper picks the truck class or the engine family, then browses parts for that engine. Dealers log in through their own door.
Screenshots taken on dalessuperstore.com on October 8, 2026. No order was placed.
In their words
“Within 90 days we had a working site with all the features he said we would have. We've continued to grow over the last year and we're about to launch our second site.”
Derek Dobson, Dale's Super Store, client testimonial video, November 2012. Watch the video on YouTube.
Why it works
Diesel parts buyers know their engine and expect the store to know it too. A catalog split by truck class and engine family, plus a separate door for dealers, lets Dale's serve both audiences from one store.
The same tools for your catalog
Shop-by-vehicle catalogs, quotes and dealer logins run on Web Shop Manager stores today. Talk to us or see more of our work.
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