Not all car shoppers are the same. Some want to start with financing. Others begin by researching models on an OEM website. Some browse third‑party marketplaces, while others already know the exact vehicle they want and just need the payment to match.
But despite different paths, today’s buyers share one expectation:
They want to make meaningful progress online before they visit the dealership.
Research shows that 80% of car buyers want to complete more of the buying process digitally, and more than 70% expect to finalize at least part of the deal online (sources: CarGurus, CDKGlobal, Invoca, KBB).
Customers no longer view online and in‑store experiences as separate — they see them as one journey.
Digital Retail gives them that flexibility. It lets shoppers build confidence in their deal by structuring payments, valuing their trade, exploring protection options, and more — all before ever speaking to a salesperson.
And that’s exactly what CarNow dealers are seeing: Every Digital Retail lead completes at least one advanced buying step online, on average — showing clear momentum and readiness to buy.
These aren’t passive form fills.
They are active deal‑makers.
What Counts as an “Advanced Buying Step?”
Digital retailing turns formerly in‑store actions into online progress:
- Submitting trade‑in details
- Structuring payments
- Selecting F&I products
- Scheduling appointments
- Completing a credit check
These steps don’t just show interest — they show intent.
And deeper intent leads to better outcomes.
Why These Actions Lead to Higher Conversions
Momentum matters. When a shopper has already built their deal online:
- They arrive aligned on payments
- They move faster through the sale
- Less time is wasted on shoppers who aren’t serious
Dealers shift focus from figuring out who’s motivated → to closing stronger, higher‑intent opportunities.
And because 53% of Digital Retail leads come from mobile, that momentum can start anywhere — no desktop required.
How Dealers Can Maximize DR Lead Quality
To make the most of deeper‑funnel activity:
- Lean into what they’ve already done: Acknowledge their steps and continue the deal.
- Match the buyer’s pace: High‑intent shoppers expect rapid response.
- Eliminate duplication: If they’ve completed a step online, don’t restart it in‑store.
Digital Retail isn’t just a convenience tool — it builds trust and accelerates the path to purchase.
The Bottom Line
Car buyers are more empowered — and more active — than ever.
- Every DR lead completes AT LEAST 1 advanced buying step on average.
- 26% complete a credit check before contacting a dealership.
- DR drives a 13.55% Click → Lead conversion rate.
These aren’t just leads.
They’re prepared buyers, already invested in saying yes.
Want More Leads Who Show Up Ready to Buy?
CarNow’s Digital Retailing solution enables dealerships to capture, nurture, and convert the most serious shoppers — the ones already building their deal. AND we have lots of connected features to get your customers there (Search by Payment, Tier 1 experiences, CreditApp, and more…)