For many dealerships, offering an online car-buying process started out as a necessity during the COVID pandemic. But today, it’s an expectation.

Our National Consumer Survey found that 67% of consumers under 55 are likely to buy a new car online if the dealership offers that option. Many also expect trade-in offers, remote paperwork, and even vehicle delivery—features that once seemed like luxuries but now feel standard in the age of digital retail.

If you’re still on the fence about investing in an online vehicle purchase process, you’re staying stuck while the market moves forward. And missing a major opportunity to drive sales and reach more buyers. Here’s how.

Reach Beyond Your Lot with Digital Retailing

What Customers Want When Buying a New Car Online

The most effective digital retailing tools are built around what customers actually want. According to our survey, that includes:

• Instant trade-in offers and the ability to apply that value toward a new vehicle
• Trade-in pickup and new car delivery
• Video chat options with sales associates
• The option to complete the full transaction without speaking to a salesperson
• Virtual test drive options
• Transparent, negotiation-free pricing

These features aren’t just about convenience. They create trust, simplify the decision-making process, and give customers control over how and when they buy.

3 Reasons to Offer Online Vehicle Purchases

Why invest in the dealership website technology and new car delivery logistics to meet customer expectations? Here are three reasons.

1. You Can Display Your Full Inventory at a Low Cost

Most customers today are doing their research before they ever set foot on your lot—if they set foot on it at all. A well-structured website gives shoppers the ability to view your full inventory, compare trims, and filter for exactly what they want.

To build confidence and keep their interest:

• Use high-quality photos and videos with multiple angles
• Offer virtual walkarounds or vehicle-specific video content
• Be upfront about wear, damage, or cosmetic blemishes

This level of transparency builds credibility and creates a smoother path to purchase.

2. Online Car Sales Can Boost Customer Satisfaction

Two major customer pain points in traditional car buying are convenience and time. By adding the option to buy a new car online, customers can shop on their schedule, ask questions via chat or text, and finalize paperwork without spending hours at the dealership.

Digital website enhancements like these can make all the difference:

• Multiple messaging channels
• Easy access to customer service teams
• Interactive chatbots for after-hours support
• Digital documentation and e-signatures
• Online scheduling for test drives

3. Digital Channels Can Increase Customer Reach

Digital retailing doesn’t stop at your website. Search engines, social platforms, and retargeting tools allow you to proactively meet customers wherever they are—scrolling, browsing, or searching.

Some powerful ways to expand your reach:

• Targeted ads with inventory-matched creative
• SEO-rich website content and optimized vehicle listings
• Scroll-stopping videos and call-to-actions on social media

One exciting new channel? Amazon Autos. While some in the industry see it as a threat, it offers significant visibility and opportunity for dealers. The platform isn’t meant to be a competitor—it relies on dealership fulfillment, just like Cars.com or AutoTrader. Amazon is simply meeting shoppers where they already are, and if your dealership is set up for digital retailing, there’s no reason not to explore these tools to reach more buyers.

Cater to Online Car Shoppers and Drive Profitability

There’s no need to wait for a showroom visit when shoppers are already online and ready to buy. Whether they find you through your own website, social media, or even Amazon Autos, today’s car buyers are expecting a smooth, digital-first experience. And you need the tools to deliver.

Capture attention, increase satisfaction, and give customers an experience that drives them back by partnering with Affinitiv. From enhanced websites to audience targeting and messaging automation, our advanced marketing and advertising solutions are designed to turn interest into action. With Affinitiv Audience Activator, you can even push real-time, inventory-based ads to third-party shoppers and direct them right to your site.

Contact us today and discover more ways your dealership can reach a larger audience, improve the customer journey, and increase your bottom line.

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