Massimo Group unveiled a new corporate website and e‑commerce platform on November 13 2025, giving customers the ability to order its Sentinel Series and other powersports products online and pick them up at local dealers. The launch is part of the company’s broader digital‑commerce strategy, which aims to drive holiday‑season sales and expand its direct‑to‑consumer footprint.
The platform is tightly integrated with the company’s NetSuite ERP system and Claude AI, allowing orders to be processed automatically, inventory to be tracked in real time, and customer inquiries to be answered by AI‑powered chat. This integration is expected to reduce order‑to‑delivery times, lower fulfillment costs, and improve the overall customer experience, positioning Massimo to compete more effectively with larger e‑commerce players in the powersports and marine markets.
Massimo’s Q3 2025 earnings, released on November 10, showed a return to profitability with net income of $1.53 million and a gross margin of 42%—up from 27% a year earlier. The company’s revenue fell 33% to $16.99 million, reflecting a broader industry slowdown, but the margin expansion signals that the new platform’s operational efficiencies and higher‑margin product mix are already delivering financial benefits. Management highlighted that the e‑commerce channel is a key driver of the margin improvement and will be a focus for the next quarter’s growth strategy.
Dealer participation is a core component of the platform’s value proposition. By enabling dealers to fulfill online orders, Massimo is creating a hybrid sales model that blends the convenience of online shopping with the personalized service of local dealerships. While specific dealer adoption metrics are not yet available, the company expects the new channel to increase dealer engagement and sales volume, reinforcing its dealer network as a critical distribution arm.
The powersports e‑commerce landscape is crowded, with competitors such as Polaris, Yamaha, and Honda offering their own online storefronts. Massimo differentiates itself through its integration of AI‑driven customer service, a strong focus on high‑margin Sentinel Series products, and a dealer‑centric fulfillment model that reduces shipping costs and improves customer satisfaction. These factors are expected to give Massimo a competitive edge in the holiday season and beyond.
CEO David Shan emphasized that the new platform “is a key part of our digital transformation strategy. By integrating a seamless online shopping experience with our dealer network, we can enhance convenience for our customers, improve operational visibility for our sales and dealer partners, and continue expanding our retail footprint.” He added that the company’s recent turnaround in profitability and margin expansion give it the confidence to invest further in technology and dealer relationships to drive future growth.
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