Retailers need to adapt as car buyers prefer shopping online


Recent survey results show that people are willing to shop online for their biggest purchases, even their vehicles.

A survey by onepoll, commissioned by FairSquare, asked UK consumers for their opinions on their experiences when buying a car on finance. The results show a clear shift in consumer preferences from retail to e-commerce.

37% of all surveyed said they would consider buying their next car online which is up 12% on 2016.

Surprisingly, it’s not just the younger generations who prefer to shop online – the over 55s are also changing their habits to online. 44% of Millennials and 32% of the older generations would rather choose an online platform for browsing and comparing cars and finance options, rather than go to a dealership.

Top things car buyers dislike the most:

– Visiting dealerships and forecourts
– Filling out lengthy requests for personal information and having to repeat the process with each provider
– Comparing prices of the same car and finance from different retailers
– Feeling pressurised into a sale without time to properly consider
– Inspecting used vehicles

More than half of those surveyed would prefer a simple service, without sales jargon.

Adapting to the digital age

With more people preferring to browse cars online, a retailer or manufacturers website is likely to be the first point of contact in the customers purchasing journey. Retailers and manufacturers need to ensure their websites provide a comprehensive user experience to maximise the sales opportunity.

Websites should be easy to navigate and have all the necessary information readily available. The quality of photographs has a proven impact on sales therefore care should be taken over the photography and images selected. The website needs to bridge the gap between the traditional showroom and online shopping.

Contact Us

Our products will transform your business. Get in touch to see how.

Call us on 0330 2020 573 or send us a message