Hertz Car Sales is expanding its online presence by launching a dedicated storefront on eBay. The move stands to give online shoppers access to more than 8,000 Hertz Certified vehicles.
According to Hertz, the inventory consists primarily of single-owner vehicles typically one year old or newer, drawn from the company’s rental fleet and priced below new-car rates. The company said the eBay collaboration is a natural next step in its online evolution.
“Building on our strengthened retail channels and existing partnerships, establishing a presence with eBay is a natural next step,” said Chris Berg, executive vice president of global fleet management at Hertz. “It gives us access to millions of in-market shoppers on a trusted platform, supports a scalable retail model, reduces our reliance on wholesale channels, and puts our near-new, certified inventory in front of more customers than ever before.”
EBay officials also lauded the partnership.
“EBay has long been the destination of choice for car shoppers seeking value,” said Andreas Wielgoss, general manager of Vehicles at eBay U.S. “With Hertz bringing its inventory to eBay, we’re connecting shoppers with a world-class selection of near-new certified vehicles, all backed by eBay’s Secure Purchase, which enables a seamless, end-to-end buying experience online.”
Hertz’s partnership with eBay comes on the heels of other recent enhancements in its online presence, including launching a similar partnership with Amazon in 2025. The company also launched its own car sales platform the same year.
EBay ranks No. 6 in Digital Commerce 360’s Global Online Marketplaces Database. The database ranks the 100 largest such marketplaces by third-party gross merchandise value (GMV).
How Hertz will work with eBay on car sales
All vehicles go through a 115-point inspection and come with a 12-month/12,000-mile limited warranty and a seven-day buyback guarantee, according to Hertz and eBay. Purchases are processed through eBay’s Secure Purchase platform, which handles payment, financing, registration, title transfer and transport in one transaction.
The move is part of Hertz’s broader push to make retail, rather than wholesale auction channels, its primary vehicle sales outlet.
Greg Zakowicz, retail advisor at the ecommerce marketing platform Omnisend, told Digital Commerce 360 the partnership is ultimately about moving inventory.
“They already have a partnership with Amazon and are now expanding their direct sales model,” Zakowicz said. “The move also helps them keep pace with other rental car companies that sell [direct-to-consumer].”
He added that eBay benefits because it increases the number of auto listings on its website and helps it compete with other sellers and marketplaces.
“As the price of vehicles continues to increase and economic factors remain unpredictable, new vehicle ownership is becoming more difficult for the average household, making these well-maintained, used cars more appealing,” Zakowicz assessed.
He noted that car shopping has already moved online, often with the “last-mile” happening at a dealership.
“When I purchased a vehicle last year, I did everything online up to the point of test-driving, including virtual interior and exterior tours of the vehicle,” said Zakowicz. “Any company that sells to consumers, regardless of the product, needs to make its inventory accessible online. This move is just the next logical step for Hertz.”
What the deal means for online car sales
Dan Herbatschek, CEO and founder of Ramsey Theory Group, an artificial intelligence (AI) and tech holding firm headquartered in New York, said that based on what he has seen through the company’s automotive retail technology division, Eunifi, this digital push for Hertz isn’t likely to be a one-off trend.
“The entire industry is preparing digital storefronts that will seamlessly integrate marketplaces, lenders, logistics, and retailers into a singular location,” Herbatschek said. “This will provide numerous benefits and competitive advantages.”
He noted that the move by Hertz marks an active shift from dealership-centric to platform-centric transactions.
“It’s a smart move by Hertz to increase their scale and reach,” he explained. “EBay delivers immediate access to massive consumer traffic.”
He added that consumers are used to — and prefer — buying online 24/7, and this includes anything having to do with automotive retail.
“They want to search inventory any time they prefer, complete financing online, and have a fully customized experience,” Herbatschek said.
For eBay’s part, Herbatschek said, the company’s platform isn’t just for low-level listings and that it can provide the infrastructure needed for higher-ticket products and more sophisticated digital commerce transactions.
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