Motorists less likely to add a car to their basket this Black Friday yet online used car window shopping is on the up

As Black Friday kicks off the busiest online shopping period of the year, new research from Warrantywise, conducted in partnership with OnePoll, shows that the majority of UK drivers still prefer to purchase used cars in person. With 69 per cent of respondents, or seven in ten people, favouring face-to-face transactions.  The findings underscore the continued importance of trust, transparency and personal interaction in the car-buying process, especially in a market where consumer confidence plays a crucial role.

While online platforms continue to evolve, the research suggests that, for now, digital convenience has yet to fully win over car buyers. Black Friday may encourage shoppers to hunt for deals online, but according to Warrantywise’s market research, this hasn’t yet translated into a significant shift in the automotive market, where confidence in the seller and the vehicle evidently remains a top priority. People still want to see what they are buying in person.

Antony Diggins, Managing Director 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.

“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. As technology improves and more trusted online platforms emerge, we could see a shift in consumer behaviour when it comes to purchasing used cars – but our [Warrantywise’s] focus will always remain on ensuring every used car owner feels secure, whether they’ve purchased their vehicle at a dealership or clicked ‘buy’ from their sofa.”

Although the survey, conducted by Warrantywise in partnership with OnePoll, reveals a clear preference for face-to-face transactions,17 per cent of drivers indicate they favour a hybrid approach that combines online and in-person methods. This highlights a trend for those that may like to start the purchase online but finish it with a face-to-face interaction. With only 8 per cent of motorists preferring to buy online, UK dealerships have a clear opportunity to focus on delivering a seamless buying experience to those researching online and buying in-person.

As consumer habits evolve, the online car-buying market could expand, but the enduring preference for face-to-face interactions highlights the importance of trust in significant purchases like cars. Warrantywise offers tailored aftermarket warranties for used cars, no matter how they were purchased. These plans are available through independent dealerships and the dedicated Warrantywise online store, giving drivers the flexibility to select a warranty that best fits their needs. Each plan comes with terms and conditions that have been written in plain English, enabling motorists to make an informed decision about their warranty. Customers can then have their vehicle repaired at any local VAT-registered garage of their choice, too.

By providing extended warranties for cars bought both in-person and online, Warrantywise plays a crucial role in building consumer confidence. These warranties protect buyers from unexpected repair costs and offer dealerships a valuable tool to build trust in their online offerings. Whether purchased from a forecourt or an online platform, this status enhances dealer credibility and reassures customers that their investment is protected.

Warrantywise is the UK’s leading provider of extended warranties, offering comprehensive peace of mind to used car buyers. Through its partnerships with trusted dealerships and robust warranty options, Warrantywise ensures every used car purchase – whether online or in-person – meets the highest standards of quality and reliability.

For more information about Warrantywise’s extended warranties, please visit www.warrantywise.co.uk