Autotrader is emphasizing its ecommerce and fully digital car-buying options as economic uncertainty, tariff-related costs and uneven dealer inventories complicate vehicle purchases in early 2026.
In guidance released Tuesday, Autotrader noted that traditional car-buying playbooks are becoming less reliable. Meanwhile, dealers are navigating higher costs and variable supply conditions. Currently, new-model vehicles with updated technology are arriving on lots. As they do, the company said pricing and negotiations are increasingly inconsistent across brands and regions.
Why Autotrader is spotlighting ecommerce sales
“For a lot of people, the ‘new year, new me’ mindset also includes purchasing a new car, but finding a great deal can be more complicated these days given the state of the economy,” said Sean Tucker, managing editor at Autotrader.
Against that backdrop, Autotrader is positioning ecommerce as a way for consumers to benefit. The company sees those advantages encompassing greater control and transparency in the buying process. Its Buy Online feature allows shoppers to complete most or all of a vehicle purchase digitally. That process includes selecting cash or financing options, applying incentives and trade-ins, completing credit and identity verification, and choosing either dealership pickup or home delivery.
The company said online purchasing tools can help buyers save time and compare options more efficiently during what is traditionally a busy start to the car-buying year. Autotrader advised shoppers to research pricing and incentives in advance. In addition, it suggests that they secure outside financing before engaging with dealers, track inventory levels by automakers and remain flexible about brand selection. Dealers with higher inventory levels may have more room to negotiate, the company said.
Consumer demand for online car purchases
Autotrader claimed that consumer demand for digital and hybrid car-buying experiences continues to grow. That is occurring as buyers look for simpler, more predictable transactions. To promote its ecommerce capabilities, the company recently launched a national advertising campaign titled “Really? Really.” highlighting the ability to complete a vehicle purchase online with fewer in-person steps.
Autotrader is part of Cox Automotive, a privately held automotive technology and services provider that supports dealers, automakers, lenders and fleet operators globally.
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