Research conducted by Warrantywise, with OnePoll, found that 69% of motorists prefer face-to-face transactions.
Despite Black Friday sales digital convenience has not fully won over car buyers, says Warrantywise. Confidence in the seller and the vehicle is top priority.
Antony Diggins, MD, of Warrantywise, said: “One of the key challenges for online car buying is creating a seamless and convenient omnichannel experience. Many buyers want to physically inspect a car before making such a substantial investment.
“However, in 2024 and beyond, it is more vital than ever for used car dealerships to invest in technologies that enhance their online presence.
“Dealerships need to strategically showcase their stock on the most effective platforms, optimising their presence to stand out in a crowded marketplace and connect with the right buyers.”
Despite a clear preference for face-to-face transactions, 17% of drivers were in favour of a hybrid approach that combines online and in-person methods.
With only 8% of motorists preferring to buy online, dealerships must focus on delivering a seamless buying experience to those researching online and buying in-person.
Warrantywise offers tailored aftermarket warranties for used cars regardless of whether they were purchased online or in person.
Diggins said: “It’s very clear that while online shopping has revolutionised many industries, UK drivers still value the personal touch and reassurance of completing a face-to-face purchase when it comes to used cars.
“At Warrantywise, we understand that trust plays a huge role in the decision-making process, which is why we work hard to offer peace of mind to all owners, regardless of how or where they purchase their vehicles.”
