STIHL Inc. partners with Mirakl to launch dealer-focused eCommerce platform with proven technology
Boston, MA – March 4, 2026 — STIHL Inc., the global leader in outdoor power equipment, has announced the launch of a new dealer-focused eCommerce marketplace powered by Mirakl. This strategic partnership aims to empower STIHL’s extensive network of over 10,000 authorized dealers, providing them with the opportunity to sell directly on STIHLUSA.com.
Transforming the Dealer-Fulfilled eCommerce Strategy
The new marketplace is designed to unify and accelerate STIHL’s dealer-fulfilled eCommerce strategy. By leveraging Mirakl’s advanced technology, STIHL aims to deliver a seamless shopping experience for customers, ensuring comprehensive product availability and consistent service across its authorized dealer network.
Benefits of the New Marketplace
The launch of this marketplace brings several key benefits:
- Comprehensive Product Availability: Customers will have access to a wide range of STIHL products through authorized dealers.
- Enhanced Shopping Experience: The platform promises a user-friendly interface that simplifies the purchasing process.
- Local Dealer Support: Customers can enjoy the confidence of buying from trusted local dealers, ensuring personalized service.
- Streamlined Dealer Onboarding: The onboarding process for dealers has already commenced and will continue throughout 2026.
Commitment to Authorized Dealers
Rob Jenson, STIHL Inc. Director of Ecommerce and Insights, emphasized the importance of the dealer network, stating, “STIHL Inc.’s extensive authorized dealer network is the backbone of our business and our connection to local communities and customers.” The partnership with Mirakl is seen as a way to provide dealers with the modern technology necessary to compete in today’s digital marketplace while maintaining the personalized service that has defined the STIHL brand for generations.
End-to-End Commerce Experience
The new marketplace encompasses a complete end-to-end commerce experience. This includes:
- Customer-facing shopping capabilities
- Dealer onboarding and management tools
- Integrated payment processing
This comprehensive approach enables STIHL’s dealer network to thrive in the digital economy while preserving their local presence and customer relationships.
Mirakl’s Role in the Partnership
Mirakl’s expertise in enabling dealer-fulfilled marketplace models played a crucial role in STIHL’s decision to partner with them. The platform’s proven technology and track record with other manufacturers operating similar dealer network models provided STIHL with the confidence that their dealers could successfully adopt modern commerce technology.
Scott Eckert, CEO of the Americas at Mirakl, stated, “Manufacturers with strong dealer networks need technology that empowers their retailers, not replaces them. Our expertise in enabling dealer-fulfilled marketplace models was critical to STIHL’s future growth.” This partnership aims to set a new standard for how manufacturers can leverage digital commerce to strengthen their dealer networks.
About STIHL Inc.
STIHL Inc. is the number one selling brand of gas- and battery-powered handheld outdoor power equipment in America among U.S. professional landscapers. Renowned for its legacy of innovation, durability, and performance, STIHL products are trusted by both professionals and homeowners. The company operates through a network of over 10,000 authorized local dealers, ensuring that customers receive high-quality service and support.
About Mirakl
Mirakl is recognized as the global leader in marketplace and dropship solutions, helping organizations transform their eCommerce strategies and unlock new revenue streams. With proven expertise in dealer-fulfilled models, B2B and B2C marketplaces, and enterprise commerce, Mirakl powers some of the world’s most innovative commerce experiences.
Frequently Asked Questions
The new STIHL marketplace aims to empower the company’s authorized dealers by allowing them to sell directly on STIHLUSA.com, thereby enhancing customer access to a wide range of products while maintaining local dealer support.
Customers will benefit from comprehensive product availability, a seamless shopping experience, and the assurance of purchasing from trusted local dealers who provide personalized service.
Mirakl provides the technology and expertise necessary for STIHL to implement a dealer-fulfilled marketplace model, allowing the company to modernize its eCommerce strategy while empowering its dealer network.
Note: The information provided in this article is based on the latest announcements and may be subject to change as the marketplace develops.
