As we shall see, online car buying is reshaping how consumers make decisions.
So, let’s explore what data tells us about this changing car buyer behavior.
More and More Buyers Are Purchasing Vehicles Entirely Online
According to a report by McKinsey published in October 2024, more and more buyers are purchasing cars and other vehicles online. Indeed, the report states that 30% of people are planning to purchase their next vehicle entirely online.
Sure, that still leaves a hefty proportion that will, for example, find affordable pre-owned vehicles in Atlanta by either first looking online for available vehicles and then visiting the dealership in person or simply heading to the dealership without any online preliminaries.
However, the number of individuals who are purchasing entirely online is undoubtedly rapidly climbing. This trend began to really move upward during the lockdowns of the Covid-19 pandemic – and it’s showing no sign of slowing down.
Industry Experts Predict a Quarter of the Global Vehicle Market Will Be Via Online Sales This Year
While many buyers still want to check vehicle conditions and see how they run on a test drive, many others are placing those benefits on the backburner in favor of the convenience of purchasing online – where they can easily complete research, compare various cars, and schedule delivery while never needing to leave their couches!
According to Tomorrow’s Journey, industry analysts predicted in 2024 that online sales could capture 25% of the vehicle global market in 2025. We will have to wait until the end of the year to find out whether that is indeed the case.
But one thing is sure, traditional dealerships need to do more to compete with online buyer behavior and direct-to-consumer car brands (such as Tesla).
Online Ads Are Driving the Change
So, it seems that between 25% and 30% of buyers are changing their car purchasing behavior by going online. A 2024 report from the global media platform Teads (entitled Shifting Gears: Understanding the New Dynamics of Auto Buying Worldwide) confirms this change in behavior.
The report states that half of consumers now begin their car buying journey online – by comparing different brands and models on the internet.
And the report shows that 43% of consumers now feel that online resources play a more important role compared to when they previously made vehicle purchases.
One reason for this trend is that (according to the report), online advertisements inspire a whopping 81% of car buyers to take online action in their purchasing journeys. And 56% of buyers consider a specific vehicle brand when they see it advertised across multiple screens – such as on different online channels and on television.
The Role of Virtual Showrooms and Augmented Reality in Car Shopping
Technology is reshaping how buyers experience vehicles online. Virtual showrooms allow potential buyers to explore a car’s interior and exterior in immersive detail, providing a dealership-like experience from home.
Augmented reality tools take this further by enabling users to visualize cars parked in their driveways or compare features interactively on their devices. It’s like test driving without leaving your couch.
These tools address one key hesitation: not seeing the car firsthand before buying. By simulating real-world interaction, they build confidence for online-only purchases.
As these technologies grow more sophisticated, dealerships and manufacturers can engage tech-savvy customers who value convenience over traditional processes—bringing the showroom directly to them instead.
The Impact of Peer Reviews and Influencer Recommendations on Purchase Decisions
Word-of-mouth has gone digital, and buyers are relying heavily on peer reviews and influencer insights before committing to car purchases. Online platforms provide countless customer testimonials detailing real experiences with specific vehicles.
It’s like asking a friend for advice but amplified to a global scale. These unfiltered opinions help consumers evaluate reliability, performance, or common issues.
Influencers also play an influential role. Many showcase detailed reviews or demonstrate vehicle features through social media posts or videos. Their authenticity often builds trust with audiences.
Together, these sources shape decisions by filling gaps left by traditional advertising—giving buyers confidence that their choice is backed by others who’ve been there before them.
Is it any wonder that car buying behavior is rapidly changing to be an online activity?