WD-40 Company said fast-growing ecommerce sales helped steady Q1 results, as online demand — especially for its higher-end WD-40 Specialist products — outpaced more volatile ordering patterns from distributors.

The San Diego-based company reported total sales of $154.4 million for the quarter ended Nov. 30, up 1% from $153.5 million a year earlier. Net income fell 8% to $17.5 million, down from $18.9 million in the prior year period, reflecting higher operating costs and softer distributor shipments in parts of the world.

WD-40 ecommerce sales in Q1

Ecommerce was a standout. WD-40 said online sales rose 22% year over year, making digital its fastest-growing sales channel. Management said the gains were driven by strong online demand for WD-40 Specialist products in the United States, where customers increasingly research, compare and buy maintenance products digitally.

“Digital commerce is not just another channel for us,” CEO Steve Brass said on the company’s earnings call. “It’s a growth catalyst that improves visibility and access to our brands and helps us engage more directly with end users.”

Sales of WD-40 Specialist products climbed 18% from a year earlier, reinforcing the company’s push toward more specialized, higher-value offerings that perform well online.

The quarter highlighted a widening gap between WD-40’s direct and distributor-led sales. The company said its direct markets, which include closer relationships with customers and stronger digital execution, delivered 8% year-over-year growth in maintenance products.

By contrast, distributor sales were uneven as some partners delayed orders or adjusted inventories. Executives said the slowdown reflected timing rather than lost demand and noted that early Q2 trends had already improved.

Overall sales edged higher year over year, but profits declined. WD-40 said higher spending on people, brand-building and digital capabilities weighed on earnings, even as demand for its core maintenance products remained healthy.

Chief financial officer Sara Hyzer said the company expects performance to strengthen later in the year as distributor ordering normalizes and digital initiatives continue to scale.

For WD-40, the quarter underscored a clear shift: While traditional distributors remain part of the business, ecommerce is becoming a central driver of growth, shaping how the company reaches customers, promotes premium products and builds momentum across global markets.

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