ROME – About half of the people wishing to buy a new car would carry out the entire procedure online. With the explosion of the phenomenon of online purchases, the automotive sector is also increasingly involved in the new business. Confirming the growth of this trend is the online study commissioned by Facebook to the specialized company Dynata, called the “Auto eCommerce Study” and carried out by interviewing people who in the last 12 months have bought or planned to buy a car. The analysis found that most people interested in a new car are able to go through the steps required to purchase without interacting with the dealership, and 67% do much of their research online. Facebook analysts, based on the study’s data, looked at five strategic issues that influence change in dealership interaction in online shopping and the importance of providing digital support to consumers. For those who are not an expert, buying a car can be a complex process involving several steps which is why users have stated that the role of sellers is very important. In fact, 87% of people received general assistance during the purchase decision and 41% said they received support from the seller in choosing the characteristics of the car or the make and model. Financial assistance considered important for 28% of consumers is also highlighted.
Another key factor is negotiation, an integral part of the car buying process and, even if for some people it represents a source of anxiety, 48% of the sample considers it positively. In the interviews, consumers were asked how they prefer to negotiate and it emerged that 18% prefer the remote mode, a percentage that rises to 25% in the 18-34 age group. For 73% of consumers interviewed, the test of the car is also an essential part of the purchase and 17% say they are willing to take the test drive from home. Buying a car online has become a widespread practice at many dealers through online sales portals and search and locator sites for new and used cars and many people prefer to buy on the web even for fixed prices, which do not involve bargaining. The study found that 34% of shoppers prefer not to negotiate at all, and for 27%, negotiation is considered a source of anxiety. Finally, 26% of the people interviewed said they would appreciate concluding the online purchase process with the delivery of the car directly to their home, a percentage that rises to 32% among younger buyers. In short, e-commerce is increasingly involving the purchase of vehicles, even though it is still very difficult to consider them as an electronic device or a piece of clothing. (mr)
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