New and used vehicles can be purchased in a variety of ways in Europe, whether through franchised car dealerships, OEM online channels, or third-party online marketplaces. Automakers are exploring ways to reach out directly to customers to reduce retail operating costs while new car dealers want more effective ways to market and sell their inventory in the competitive retail arena.
Automotive eCommerce had to transform during the COVID-19 pandemic because many companies selling cars did not offer fully digital services and automakers had to temporarily close physical dealerships to the public. Although marketplaces were already offering new car sales online, the pandemic accelerated the trend at the back of a confluence of factors including customer demand for more buying choices and intrabrand competition among dealerships.
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