Frequently Asked Questions
Below you'll find answers to the questions we get asked the most often about the SEMA Data services.
To submit additional questions or get more information, please contact us.
Q: What is the purpose of the SEMA Data?
The SEMA Data program is a technology and service initiative created for the benefit of companies in the performance and accessory market, enabling them to create, manage, store and distribute product data; and helping resellers understand and extract the product data they need to power their retail and wholesale businesses.
Q: What type of data does SEMA Data provide?
SEMA Data provides product content and data from hundreds of performance and accessory brands and manufacturers in the SEMA segment of the automotive aftermarket. The product data is available in industry ACES and PIES, flat files, APIs, eCommerce plugins (i.e., Shopify, WooCommerce, BigCommerce), and custom formats. You can get more information of the brands available from SEMA Data on our Resellers page.
If you are looking for OE/OEM (original equipment/original equipment manufacturer) 3D or CAD files, you can apply for access on the SEMA Garage.
Q: How will SEMA Data benefit the various types of SEMA-member businesses, including manufacturers, warehouse distributors and jobber/retailers?
As an Association dedicated to creating valuable member services, SEMA is uniquely positioned to invest in this difficult and far-reaching project. There is little question that the idea of a centralized repository for clean, rich product data has become more and more important as business technology advances, and it is the opinion of SEMA’s leadership that data to power business systems should be openly available, owned by the manufacturer and be affordable for any SEMA business to participate in. That’s why our model includes SEMA funding of the complete construction and ongoing development of SEMA Data systems. The end result is a one-stop source for standardized product data at affordable pricing to the manufacturer and resellers. This will allow all participants in the sales channel to have product data available for their internal business systems, web applications, inventory control and any other data driven business needs in the most cost effective way possible.
Q: I’m a manufacturer who wants to take control of my product data, but we don’t know where to start. How can SEMA Data help us get on the right path?
The SEMA Data program is as much about education and training as it is about managing and distributing product data. Our full time Data Team is dedicated to teaching the process from whatever level the customer needs, beginning with an introductory session to identify the current state of your data. We then walk you through a process to gather key data points from your existing systems and create a standards compliant version to build on. This process will require some time investment on your part, but will lead to a lifetime of benefit as you take ownership of this critical business element.
Q: I am already having my data managed through a third party provider. Why do I need SEMA Data?
An important part of SEMA Data is its large centralized database of rich product content from brands and manufacturers in the performance and accessory market, providing a one-stop resource for resellers of all kinds and sizes. This repository relieves you from creating and exporting data in countless formats to meet your customer's formatting needs while still enabling you to manage who gets your data through an approval process. We have several companies who pass on their standardized data through SEMA Data to make the effort of data distribution easier without giving up control.
Q: I don’t have a data expert on staff and know nothing about ACES and PIES. How will I be able to manage these complex data standards?
A data expert is not required to participate in SEMA Data, but you will likely find that as you engage with SEMA Data, you will want to assign responsibility for your data files to a trusted employee. Our Data Team will work with that individual to gather your data in whatever format you have (even a simple spreadsheet), and we will use our tools to begin the process of making your data compliant with the standards. As we identify missing or inaccurate data, we will work with your contact to fill in the blanks, correct errors, and prepare your new product data for export to your customers.
For information about SEMA Data and how to join, go to the Join Manufacturers page or call Bob Watson at 888.958.6698.
Q: I know SEMA Data offers GTIN's. What about bar codes?
As SEMA Data is an authorized reseller of product GTIN’s, many times we are asked about their relation to barcodes, as you might find on a package. To help distinguish the two, please note that the barcode is an optical, machine-readable, representation of data, represented by the graphic bars, and the UPC is the number beneath the bars. You can assign a GTIN randomly to your part numbers, and when a retailer exports your product information from SEMA Data, they can load the GTIN into their internal system (along with the rest of your product information). This allows them to scan your products into inventory, and at the point-of-sale for immediate reliving of inventory, and reorder tracking.
While the GTIN is simply a number, there are many solutions for creating the graphic bars. You can purchase a barcode printer, with the conversion software to create the necessary artwork allowing you to print barcodes as needed, or check with your packaging printer. They may be able to create the barcodes for you, and provide finished packaging with the barcode – easy for you, and great for your customers! There are also some freeware solutions on the web, and entering a phase like “barcode generator” or “barcode printer” in your browser will provide the top results.
Q: Some businesses may be hesitant to use SEMA Data at first. What should they understand about how their proprietary information will be safeguarded?
The answer is simple. SEMA Data was built with the tightest security precautions and product data is accessible only by resellers that are approved by the product data owner (brands and manufacturers). As part of the standard functionality, permissions-based rules dictate not only who can access data, but very specifically what they can access. Security should not be a concern for any participant.
Q: What is the cost to participate in the SEMA Data program?
As a non-profit association, SEMA is ideally suited to provide quality education, the latest technology and expert services at an affordable price. Our services for brands and manufacturers are based on the number of part numbers in your catalog. As an added benefit for SEMA and PRI business members, the initial onboarding of your catalog into SEMA Data is included in your signup. On average, the majority of participating companies are within the $300 – $600 per month depending on the amount of storage space required.
For resellers, there is a 30 day free trial period wherein you can test the export formats and product data to make sure it will work for your needs. After that, the program is usage-based, depending on the number of export frequency, whether you are getting physical data files or tapping into the SEMA Data APIs. You can get more information from the Join Resellers page.
This will enable all companies, regardless of size, to benefit from the most state of the art data facility and services, while taking control and complete ownership of this valuable business asset.
Q: Does SEMA Data provide inventory information, drop-shipping, or order fulfillment?
SEMA Data does not provide inventory information, drop-shipping, or order fulfillment. These are services you would arrange with your warehouse distributors (WDs) or directly with your manufacturer relationship. If you would like references to WDs, please contact us and we will try and connect you with a few.
Q: Is there anything member companies can do to enhance their participation in SEMA Data?
Our best advice on that front is to get involved early! We have considerable capacity to help bring manufacturers into the process, and a fully staffed Data Team is available to walk you through the steps or manage the product data with you. This is important…don’t wait because you think you don’t know enough about product data and how to gather or manage it. That’s what we are here for! One of the primary objectives of SEMA Data is to provide an “on-ramp” for businesses of any size and level of expertise, so there are no roadblocks or reasons to delay this very important process.
Q: If there is one thing that members should understand about the SEMA Data, what would it be?
SEMA Data is a service directive created and funded by SEMA for the benefit of the industry, so please use it! It is open to all manufacturers and resellers, and our goal is to create the most comprehensive, affordable, and centralized product database for the industry. If you have been waiting for a solution because of concerns about the expertise required, costs or you are just plain intimidated by the whole data thing…now is the time to get started! If you already have your data in order, then feed it to us!