Automotive e-commerce in the United States - statistics & facts
Automotive e-commerce includes the online retail of vehicles, spare parts, and other services related to the usage of cars. Like other big-ticket items, only a small percentage of car purchases are fully completed online, as digital channels are largely used for pre-purchase browsing within the omnichannel customer journey. In the United States, automotive is yet another sector undergoing a revolution in e-commerce, with a growing range of players in the market and rising interest among those looking to buy or sell automobiles and/or their parts.
In that sense, Carvana represents an exception, as the startup’s business does not involve dealers, allows consumers to finalize the purchase online, and gets used cars delivered home. In terms of e-commerce net sales, Carvana overshadowed other competitors facing a lower vehicle demand. It is the case of online retailer Vroom, which saw its e-commerce revenue decline in 2022.
A (small) market on the growth
E-commerce accounts for less than seven percent of the total automotive and spare parts retail in the United States. Nevertheless, it is estimated that the share of car purchases completed online and fulfilled by delivery will experience a fivefold increase by 2026. Over the last decade, both retailers and wholesalers digitalized their business, as the increasing B2B online sales suggest, putting the online U.S. market ahead of other world regions.E-commerce platforms, dealers, and a trailblazer
In the customer journey of online car shopping, third-party classifieds serve as the online hub for pricing and information on vehicles, connecting consumers to car dealers. More than that, optimized online interfaces and strategic web marketing helped third-party platforms get the most online traffic from car shoppers, and some of these platforms became strategic marketplaces for car dealers. That is the case with TrueCar and cars.com.In that sense, Carvana represents an exception, as the startup’s business does not involve dealers, allows consumers to finalize the purchase online, and gets used cars delivered home. In terms of e-commerce net sales, Carvana overshadowed other competitors facing a lower vehicle demand. It is the case of online retailer Vroom, which saw its e-commerce revenue decline in 2022.
