[ENG] MTE-Thomson’s official online store connects technical support, a curated parts catalog and sales through selected retail partners, guiding customers to the right part and the ideal seller in one digital channel

About MTE-Thomson

Founded in 1957 as Metalúrgica Termo-Elétrica, MTE-Thomson is a Brazilian auto parts manufacturer with more than 60 years of continuous activity in the segment. Headquartered in São Bernardo do Campo, São Paulo, the company operates three industrial plants in the state of São Paulo, in the cities of São Bernardo do Campo, Jaguariúna, and São Carlos, plus its own facilities in Germany and the United States to serve international markets.

The company specializes in engine temperature control, with products such as thermostatic valves, thermal switches, plugs, and temperature sensors, as well as electronic injection and emissions systems, with particular strength in its lambda probe and oxygen sensor line, where MTE-Thomson is a manufacturing reference in Latin America. Its portfolio covers more than 3,000 items, reaching above 95% of the national and imported fleet of light, commercial, heavy-duty vehicles, and motorcycles, for both OEM and the aftermarket.

With more than 200 million parts produced throughout its history and exports to dozens of countries, MTE-Thomson combines industrial scale with market proximity: a partner distribution network that carries its products across Brazil, supported by specialized technical assistance and active digital sell-out support.

One of MTE-Thomson's industrial plants — a reference in auto parts manufacturing in Brazil for more than 60 years.

The Context: A Manufacturer That Doesn't Sell Direct, But Serves Those Who Buy

MTE-Thomson sells its products exclusively through a network of partner distributors and retailers. It does not sell directly to the end consumer, and that is by design. Its distribution network is a central part of the business and represents decades of carefully built relationships.

Even so, the customer finds their way to MTE-Thomson. They research the part, discover the brand, and want to know: does this part fit my car? What are the specs? Where can I buy it? These questions arrive via WhatsApp, email, and phone, and the service team answers every single one, every day.

The MTE-Thomson Store was built to integrate these two worlds: the technical support the brand already offered and the customer's need to find where to buy. A single link that answers the question and points to the nearest partner retailer. Presence in marketplaces for reach. A proprietary digital channel for curation and differentiation. And, most importantly, to actively support its partner retailers in digital sell-out.

The MTE-Thomson Store: the Channel That Connects Service, Product, and Partner Retail

The MTE-Thomson Store is a digital channel developed by MTE-Thomson in partnership with CWS Platform. How it works is straightforward: the service team receives an inquiry, confirms the right part, and sends the customer a link to the store with the product's full technical information and a list of partner retailers available to complete the purchase, each with its own pricing, delivery time, and stock availability.

An important note: this is not a factory store for direct sales. The MTE-Thomson Store is an environment where MTE-Thomson's partner retailers sell to the end customer. When a customer buys, it is made absolutely clear: "You are buying from [Retailer Name]." MTE-Thomson is not an invisible intermediary: it is the curator of the environment and a supporter of its partners.

What the Proprietary Channel Offers That Generic Marketplaces Don't

The MTE-Thomson Store is an official brand environment. The catalog is curated and controlled by MTE-Thomson itself: technical information is accurate, images are professionally treated, compatibilities are verified, and sellers are pre-vetted partners. The customer knows they are in a trustworthy channel, with guaranteed sourcing.

•        Brand-curated catalog: product information comes directly from MTE-Thomson. Technical specifications are official. Application compatibilities are verified. There is no inconsistency or counterfeiting. The portal offers more than 100,000 SKUs of MTE-Thomson products and those of its credentialed partners, with real demand documented by actual purchases.

•        Pre-selected partners: only retailers who already have an established relationship with MTE-Thomson can sell. There is no competition with random vendors. Currently, 14 active partner sellers operate on the portal, each with its own curated storefront and history with the brand. Retailers don't compete against 10,000 others in the same space.

•        Source credibility: the customer knows they are buying from an official channel, from a credentialed source. This benefits the retailer, who sells with the brand's credibility behind them.

•        Integrated support: customer service, tracking, and after-sales care are coordinated by MTE-Thomson. The retailer is never left on their own.

Unified Catalog and Transparent Buying Experience

One of the pillars that set the MTE-Thomson Store apart from a generic marketplace is catalog control. All technical and descriptive product information, including specifications, vehicle compatibility, treated images, warranty data, and application details, is managed and published by MTE-Thomson itself. The seller doesn't need to worry about any of that: their only responsibility is to report available stock and price. The result is a catalog that is always precise, standardized, and reliable, regardless of which partner is selling.

This division of responsibilities is intentional. MTE-Thomson ensures the integrity of the product information. The distributor ensures availability and commercial competitiveness. Together, they deliver a complete buying experience to the end customer: the right technical information to decide, and a quality offer to close the deal.

Product page on the MTE-Thomson Store: unified catalog with treated images, full technical description, warranty information, and application compatibility — all managed by MTE-Thomson.

The Buy Box: the Customer Chooses Who to Buy From

When a customer finds the product they need, they don't see just one offer: they see the primary offer, typically the geographically nearest retailer or the one with the best delivery time, and have the option to expand and view all available offers. Each offer clearly shows the retailer's name, price, delivery time, and stock availability. The customer chooses who to buy from.

This transparency benefits the entire chain. The customer gains choice and confidence. The retailer with the best offer gains visibility. And MTE-Thomson ensures the sale happens within its ecosystem, with traceability, support, and brand credibility in every transaction.

Buy Box on the MTE-Thomson Store: the customer sees the primary offer and can compare all offers from partner retailers, including price, delivery time, and availability for each.

Products Leading Online Demand

The real demand on the MTE-Thomson Store reveals which products matter most to online buyers. Sensors, probes, and diagnostic valves are at the top: products that require brand trust, correct technical specification, and guaranteed compatibility. Exactly what a generic marketplace does not offer in a structured way.

Top-Selling Products at the MTE-Thomson Store

Thermostatic Valve

Radiator Thermal Switch

Electronic Water Plug

Planar Lambda Probe

A/F Sensor

Conventional Lambda Probe

Lambda Probe

Temperature Sensor

Throttle Position Sensor (TPS)

Camshaft Position Sensor

These products reflect the real demand of online buyers. They are not a trend. They are diagnostic parts that mechanics and retailers seek with confidence, because they know compatibility is critical. In a generic marketplace, that specification gets lost amid competition. In the MTE-Thomson Store, it is guaranteed and curated.

How the Service Team and the Portal Work Together in Practice

Path 1: The Customer Arrives Directly at the Portal

The customer, whether an end consumer, mechanic, repair shop, or retailer, accesses the MTE-Thomson Store directly, searches for the part by name or code, finds the complete technical data sheet, and compares the available partner offers. They choose the one that best fits their location or delivery needs and complete the purchase. All within a single environment, with guaranteed sourcing.

Path 2: The Customer Arrives Through the Service Team

When a customer has a question, such as which part fits their vehicle or what the correct compatibility is, they contact MTE-Thomson via WhatsApp, email, or phone. The service team confirms the correct part and sends a link to the MTE-Thomson Store with the product's complete technical data sheet and the partner retailers available for purchase. The customer resolves their question and already has somewhere to buy, all in the same link.

After the Sale: Support Coordinated by the Brand

The experience doesn't end at purchase. MTE-Thomson doesn't just offer passive tracking. It offers active coordination that benefits the retailer. A real example: a customer bought a part with a 3-business-day delivery window that passed without delivery. MTE-Thomson didn't wait for the customer to complain. It reached out proactively, identified that the purchase was made through a seller, and checked directly with the partner what had happened. The customer received a quick response. The retailer avoided an unhappy customer. MTE-Thomson coordinated.

After finalizing an order, the customer has access to support coordinated by MTE-Thomson. They receive a tracking code and can follow the status in real time. If there is a delay or question, they contact MTE-Thomson via WhatsApp. The brand intermediates, coordinates with the partner, and resolves the issue. The retailer has a partner in customer service.

The types of contacts vary: tracking questions, part application questions, warranty questions, items that haven't arrived, wrong parts purchased. MTE-Thomson categorizes and provides a solution for each. If the application was incorrect, there is a return form, a replacement procedure is opened, and a shipping code is sent. The customer sends the part back. A transparent process, step by step. The retailer is never left to face it alone.

This kind of integrated support is a differentiator. A generic marketplace offers checkout and nothing more. The MTE-Thomson Store offers a complete journey, coordinated in a way that benefits the partner retailer.

Transparency in the Chain: Who Sells and Who Supports

An important point that comes up frequently is making it clear which partner retailer the customer is buying from.

This transparency is fundamental. The customer knows exactly who they are buying from and also knows that MTE-Thomson is behind it, coordinating, guaranteeing quality, and offering support. The retailer ends up with a satisfied customer. The brand provides the infrastructure that allows the retailer to do this well. It is not invisibility: it is curation and support.

Omnichannel Strategy: Presence Across All Channels

The MTE-Thomson Store does not replace presence on other marketplaces. It complements it. The brand is on every channel where customers search, and the proprietary portal ensures that when a customer reaches MTE-Thomson, they find complete technical information and leave with a clear path to purchase through a partner.

The Central Point: Service, Information, and Sales as a Single Funnel

Everything described in this article, the unified catalog, the buy box with multiple offers, the service flow, and the after-sales support, solves a concrete challenge: the customer arrives at MTE-Thomson with a question and needs an answer that ends in a purchase, made through the right partner retailer.

This is the most important point.

The digital transformation of retail is not optional. It is structural. Retailers who don't sell online will fall behind. But many don't have the capacity, resources, or knowledge to build their own digital infrastructure. At this moment, the industry has a responsibility.

MTE-Thomson operates on the conviction that a manufacturer that wants to thrive in the years ahead does not compete against its retailer: it empowers its retailer. It does not eliminate the intermediary: it strengthens the intermediary. It does not sell direct: it enables its partner to sell better.

The portal ensures that service and sales happen in an integrated way, with the brand at the center, without selling direct.

Active Engagement With Distribution Partners

MTE-Thomson maintains a close and active relationship with its distribution network. In April 2026, it brought together approximately 38 partner retailers in São Paulo to align on the digital channel, presenting the portal, how the unified catalog works, and the tools available for each partner to operate more efficiently.

"Sell-out is moving online. You need to be there. MTE-Thomson offers a curated platform, with support and brand credibility, so you can sell without complexity. You don't need to build your own infrastructure: use our portal with all the curation the brand provides. We invest in this because your success is our success."

This approach is not aggressive selling. It is a demonstration that the manufacturer is investing in infrastructure so its partners can succeed. The result: retailers who had been inactive begin to consider returning to operate on the portal.

What This Means for Other Industries

MTE-Thomson is offering a structured alternative for retailers who want to sell online but lack the capacity to build their own digital infrastructure. It is not competition against the retailer: it is partnership with the retailer.

At a time when many brands are trying to cut out the intermediary and go direct to the consumer, MTE-Thomson does the opposite: it invests in infrastructure so the intermediary (the retailer) can sell better. It recognizes that the retailer is a strategic partner, not an adversary.

This is the strategic move that sets apart the manufacturer that truly understands its ecosystem. The industry that invests in helping its retailers sell online does not merely survive the digital transformation. It thrives. Because it recognizes that the future of retail is partnership, not competition. And that the success of the ecosystem is the success of everyone.

The Service Operation: 2,000 Interactions per Month, All Centralized

One of the most remarkable aspects of MTE-Thomson's operation is the volume and discipline of its service function. The company receives between 1,800 and 2,000 contacts per month, all centralized in a single service management platform (Octadesk). The inbound channels are a toll-free line, WhatsApp, email, and chat, but WhatsApp is by far the highest-volume channel. Social media (Instagram and Facebook) also generate tickets, but a dedicated team member redirects those to WhatsApp before they enter the main queue.

This centralization is deliberate and strategic. The team has real-time visibility into all simultaneous conversations: who is being served, by which agent, at which stage. If an agent needs to step away, another picks up the conversation exactly where it left off, without asking the customer to repeat their issue. The response goal is strict: no contact should wait more than two rings or signals before being answered.

The Purchase Redirection Flow: Three Real Examples

Example 1: Application question that turns into a purchase

Mateus reaches out saying he has a Honda Civic and wants to know whether to use product 811 or 883. The agent asks how many pins the installed part has. He answers: two. With that technical detail, the agent confirms it is the 811, sends the product's technical data sheet, and then, when Mateus mentions he would buy through Mercado Livre, the agent moved quickly: she pulled the item code, looked it up in the MTE-Thomson Store, and sent the direct link. Result: the customer confirmed the correct part and was redirected to the official channel without any friction.

Example 2: Item out of stock at distributors

André Luiz reports that he needs item 40775 and could not find it at three different distributors. The agent searched the code directly in the MTE-Thomson Store, found the product available with partner sellers, and sent the purchase link. André confirmed and completed the order through the portal.

Example 3: Customer looking for a regional distributor

Guilherme, from Rio de Janeiro/São Paulo, reaches out looking for a distributor for a specific part (a lambda probe). The agent asks for the exact part, because the answer varies by profile: sometimes the customer wants a distributor that carries the entire MTE-Thomson line, sometimes they want a nearby point of sale for a one-off purchase. With the code in hand, the agent tracks in the system which seller most recently purchased that item in the region and sends that regionalized contact, along with the MTE-Thomson Store link showing all sellers who have that part available for quoting.

In all of these cases, the policy is clear: when the customer shows no channel preference, the service team always directs them to the MTE-Thomson Store first. Only when the customer expresses a preference for Mercado Livre, Shopee, or another channel does the agent adapt and send the corresponding link, but the proprietary channel is always presented in parallel.

""Every part is available somewhere today. What's keeping companies alive in this market are the intangibles: relationships, an engaged team, service quality. MTE has all of that.""

Valmir Clemente, Commercial Manager, MTE-Thomson

""When a customer reaches out, we grab the code, drop it into the Compre MTE, pull the link, and send it to them. The sellers who have that part show up right there.""

Márcia Araújo, Service Coordinator, MTE-Thomson

How the Service Flow Works in Practice

MTE-Thomson's service team operates as a commercial intelligence hub, not just a support function. Every contact follows a structured flow that combines speed, technical knowledge, and purchase redirection:

1.      Centralized intake. The customer comes in via WhatsApp, toll-free line, email, or chat. All channels converge in Octadesk, a centralized platform with real-time visibility for the entire team.

2.      Immediate triage. The agent reads the first message and immediately identifies the category: application question, product search, course information, or post-purchase complaint. This triggers the right response from the template library.

3.      Technical diagnosis. For technical questions, the agent asks objective diagnostic questions, such as vehicle model, year, number of pins, and transmission type, to confirm compatibility before recommending a product.

4.      Purchase redirection. With the product identified, the agent searches the code in the MTE-Thomson Store and sends the direct link with the part available from partner sellers. If the customer prefers Mercado Livre or Shopee, the corresponding link is sent next, but the proprietary channel is always presented first.

5.      Distributor tracking. For customers looking for a regional distributor, the agent checks the system to see which seller most recently purchased that part in the region and sends a personalized contact.

6.      Coordinated after-sales. In cases of post-purchase issues, such as a missing product or wrong part, the agent checks the order panel, identifies the responsible seller, contacts the partner directly, and coordinates the resolution (reshipping, refund, or exchange). The customer is never left alone.

Real Service Interactions: From Diagnosis to Purchase Link

The screenshots below were captured directly from the Octadesk system during real MTE-Thomson team interactions, without any editing or staging. They illustrate how the flow described above plays out in daily practice.

Real-time simultaneous conversation panel: Guilherme is looking for a distributor for part 980840046. The agent asks whether it is for a specific part and, upon receiving the code, sends the direct search link in the MTE-Thomson Store.

Ticket #168390: Mateus asks whether to buy from Mercado Livre after confirming model 811. Agent Lygia Gonçalves responds that MTE-Thomson is the manufacturer and sends the direct link to the MTE-Thomson Store for the 811 Thermal Switch.

Detail of other interaction: Agent responds with the MTE-Thomson Store search link, all within less than 4 minutes of conversation.

The pattern that appears across every interaction is the same: fast response, precise technical diagnosis, and immediate redirection to the purchase channel. There is no dead time. No customer waiting. Operational excellence is itself a sales argument.

Who Contacts the Service Team and What They're Looking For

The team's perception of who reaches out is surprising: the entire chain arrives. Mechanics and repair shops make up the majority, but distributors, retailers, and even individual vehicle owners contact MTE-Thomson directly. This last profile is growing. The end customer who doesn't want to pay a mechanic watches YouTube videos, identifies the noise or symptom their car is showing, and calls the manufacturer asking which part to buy. The team receives questions like "my car is making a strange noise — could it be the valve?" and responds with technical guidance before directing them to a purchase.

In the auto parts sector, compatibility is critical. A wrong part is not just a dissatisfied customer: it is rework, cost, and risk. That is why technical service is not an operational cost: it is part of the product. Those who respond well, quickly, and with technical precision build trust, and trust brings the customer back to the same channel the next time they need to buy.

The Relationship With Sellers: Continuous and Strategic Work

A digital channel is only as strong as the partners who operate within it. That is why MTE-Thomson treats its relationship with distributors, such as Molina, CAP, VDM, and Rodrigues, as a structural part of its strategy, not a step that gets completed and set aside.

Each partner distributor has its own pace, portfolio, and audience. Working closely with them means understanding that reality and offering the right support at the right moment: guidance on product listing, logistics alignment, communication about portal updates. The more the partner understands and uses the channel, the more they sell, and the stronger the brand becomes within their network.

This is ongoing work. The market changes, the portfolio grows, new partners come on board. MTE-Thomson's role is not only to make the channel available: it is to walk alongside each distributor, ensuring they have everything they need to sell well. The stronger the partner, the stronger the ecosystem.

Service as Part of the Product

"Every part is available somewhere today": that phrase captures the competitive challenge of the sector precisely. In a market where the product has become commoditized, what survives are the intangible differentiators: relationships, speed, trust.

MTE-Thomson has built its brand in the temperature, lambda probe, and electronic injection segments to the point where the name has become a category reference. That credibility is a direct asset of the digital channel: the customer who arrives at the portal already arrives with brand trust, and finds, in the same environment, the technical information to make a decision and the partner retailer to complete the purchase.

Service is treated as a direct extension of that positioning. The consistency of responses, the speed of return, the technical quality of guidance, and the proactivity in after-sales support all build the perception that MTE-Thomson is a reliable partner. That perception is not an accident: it is the result of management that treats service as a product, not a cost.

https://loja.mte-thompson.com.br/