In 2023, Shift Digital compared the car-buying experience to online dating—where customers “swiped” through dealerships, often struggling to find the perfect match. Fast-forward to today, and that dynamic continues, but technology plays an even greater role in connecting shoppers with dealers.
Shift Digital’s latest report highlights key trends shaping the automotive retail landscape and provides insights into how dealerships can refine their digital strategies for success in 2025.
“The question for auto retailers remains ‘Are you using your data to constantly assess your strategies and tactics to be able to refine those in an evolving environment?’ said Matt VanDyke, president of Shift Digital. “Dealers need to be able to read the signals from customers as to how they want to communicate with a dealer and then, adjust their digital tools and leads process accordingly.”
The changes in the digital sales landscape
Dealer websites have evolved into the most influential tool in automotive sales, acting as virtual storefronts where customers begin and often complete their purchasing journey. Over the past year, the digital sales landscape has changed significantly.
As inventory levels stabilise, competition among dealers has risen, leading to a 14% increase in sales visits. This has coincided with a surge in digital advertising efforts, with dealerships investing more heavily in paid traffic, resulting in a 34% boost in online visibility.
In addition, consumer preferences in communication have shifted. Traditional lead forms have seen a 7% decline, while chat and click-to-call interactions have risen by 11%, reflecting a growing desire for quicker, more direct engagement.
Moreover, mobile traffic has dominated dealership websites, with 74% of traffic now coming from mobile devices. This presents a challenge, as 99% of dealer websites fail to meet Google’s core web performance standards, revealing a crucial area for improvement in user experience.
Speed, personalisation, and quality matter more than ever
The importance of speed, personalisation, and quality in customer interactions has never been more evident. In today’s environment, 92% of dealerships respond within an hour, setting a new standard for industry responsiveness.
However, speed alone is insufficient to close sales; personalized and high-quality engagement is essential. To succeed in 2025, Shift Digital emphasises the importance of balancing technology with the human touch, ensuring fast responses while maintaining the quality of customer interactions, and driving immediate actions while fostering long-term relationships.
As the digital automotive landscape continues to evolve, dealers who embrace personalized, data-driven marketing strategies and seamless mobile experiences will come out on top—converting more browsers into buyers and ensuring long-term