What Dealer-Direct E-Commerce Must Deliver to Win
Methodology
Type of Study
Methodology
Sample Size
Location
Industry
Segment
Sub-Segment
Target Audience
the challenge
Dealer groups and OEM retail teams were investing heavily in dealer-direct digital retail—but marketplaces were setting new shopper expectations around transparency, speed, and convenience. Leadership needed clarity on which digital capabilities truly differentiate dealer-direct e-commerce, which proof points build trust fast, and where to prioritize spend to supported decision-making on near-term roadmap and budget.
Our Approach
InnResearch designed an ad-hoc quantitative study to isolate the decision drivers behind marketplace vs. dealer-direct choice, and quantify which improvements create the highest lift in conversion intent. We structured the survey to compare experiences across new vs. used journeys and measure ROI-relevant outcomes (confidence, friction points, and likelihood to purchase dealer-direct). The program delivered actionable insights that enabled stakeholders to focus investments on the few levers that matter most.
Key Insights
Trust beats price matching: 68% of cross-shoppers said dealer- direct wins when it offers “marketplace-level transparency” (itemized out-the-door pricing + clear fees) rather than promising the lowest price. Speed is the conversion lever: 61% reported abandoning dealer-direct paths due to slow follow-up; conversion intent jumped when shoppers expected a same-day response window and firm next-step scheduling. Trade-in confidence is fragile: 57% preferred marketplaces when trade-in offers felt “more predictable”; the biggest dealer-direct lift came from tighter valuation ranges and clearer documentation requirements upfront. Human touchpoints still matter—but only at two moments: 63% wanted a person for (1) financing clarification and (2) delivery/pickup confirmation; outside those steps, self-serve tools increased satisfaction more than live assistance.
Impact
The findings helped brands and dealer groups prioritize a short list of high-ROI upgrades—price transparency design, response-time SLAs, trade-in offer predictability, and targeted human support—while deprioritizing lower-impact “feature bloat.” The work supported decision-making on roadmap sequencing and vendor selection, and enabled stakeholders to align sales, F&I, and digital teams around measurable experience standards.
Conclusion
InnResearch translated marketplace competition into clear, quantified requirements for dealer-direct e-commerce success. By pinpointing what truly drives shopper choice and where operational friction erodes trust, the study delivered actionable insights that helped brands defend margin, improve conversion, and invest with confidence in the capabilities that matter most.