WD-40 Company ended its fiscal 2025 with steady sales growth and a sharper digital focus, using online engagement and AI-enabled infrastructure to modernize how a 72-year-old maintenance brand connects with customers.

WD-40 reported $163.5 million in its fiscal Q4 sales, up 5% from a year earlier. It reported $620 million for the full year, also up 5%. Net income rose 27% to $21.2 million in the quarter, while full-year gross margin improved to 55.1% from 53.4%.

CEO Steven Brass said digital commerce has become central to WD-40’s long-term growth strategy.

“Digital commerce is not simply a transactional channel — it’s a powerful engine for brand building and education,” Brass told analysts on the company’s earnings call, according to the transcript published by Seeking Alpha.

WD-40 online sales in fiscal 2025

He said digital platforms now expand product visibility, improve accessibility and allow the company to “drive deeper engagement with end users across global markets.”

WD-40 reported that ecommerce sales increased 10% in fiscal 2025, though it did not break out specific digital revenue figures or regional details. Brass described digital as “a dynamic environment for product discovery,” noting that many use cases now originate from customers themselves, who share how they apply WD-40 products in their work.

Growth remained mixed across geographies. Sales in the Americas slipped 2% in the fourth quarter but rose 4% for the full year, while Europe, the Middle East, and Africa (EMEA) climbed 9% for the year, led by France and Germany. Asia-Pacific grew 6%, fueled by expanding distribution in Indonesia, Malaysia and China.

Chief financial officer Sara Hyzer said digital investment now underpins the company’s productivity initiatives.

“We’re building a scalable digital infrastructure designed to support global growth and enhance operational agility,” she said on the call.

Hyzer said WD-40 is deploying AI-enabled systems from Microsoft Dynamics 365 and Salesforce to streamline operations and accelerate collaboration. The company also reported on-time delivery above 96% and reduced logistics costs through packaging and sourcing improvements.

For fiscal 2026, WD-40 expects net-sales growth of 5% to 9% and to sustain gross margins above 55%. The company continues to pivot away from its legacy homecare and cleaning businesses to focus on its core maintenance and specialty-product lines, supported by its expanding digital strategy.

Brass said the shift reflects a broader evolution.

“Digital commerce connects our legacy with how people discover and buy WD-40 today,” he said.

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