AutoTrader’s Storefront grows OEM adoption in first year

AutoTrader has marked a year since the rollout of Storefront, a digital retail platform designed to reshape how Canadians purchase new vehicles online.

The solution provides automakers with dedicated, branded experiences embedded within AutoTrader's marketplace, allowing them to engage with car shoppers through interactive features and real-time inventory. AutoTrader highlighted new adoption by automotive manufacturers and measurable improvements in customer engagement and sales metrics.

Platform features

Storefront integrates several functions for both consumers and automakers. Automakers can share brand stories through videos and interactive carousels, provide detailed model information, and allow customers to view vehicles in Augmented Reality or via a 3D configurator. Prospective buyers have access to dealership inventory in real time and can compare trims and offers. 

The company has recorded a 90 per cent engagement rate and an average session duration exceeding four minutes and 30 seconds on Storefront pages. According to AutoTrader, the 3D and AR configurator tools have led to an 80 per cent click-through rate to live inventory listings. The majority of users remain on brand pages and interact with the available content.

Data collected showed new vehicle sales leads generated through Storefront outpaced overall marketplace averages.

Mitsubishi and Hyundai are both active partners on Storefront, with Polestar preparing to launch in the coming months. Mitsubishi, in particular, has reported a 57 per cent increase in new car leads since using Storefront, according to a brand impact study.

Changing buyer journey

According to Clarivoy research reported by AutoTrader, 93 per cent of Canadian car shoppers use third-party automotive marketplaces during the purchasing process. AutoTrader's own figures suggest new car buyers visit the site an average of nine times before making a purchase. The company attributes 29 per cent of all new vehicle sales in the country to AutoTrader visitors, underlining its influence on the car buying process.

"AutoTrader Storefront leads the way in redefining the new car shopping experience, becoming the first in Canada to launch automaker Storefronts with advanced AR capabilities. This powerful platform enables automotive manufacturers to showcase their new vehicle lineups in a dynamic and immersive virtual environment, connecting Canada's most engaged and ready-to-buy car shoppers with dealership inventory," said Benoit Laforce, Executive Vice-President, Media & New Car Solution, AutoTrader.

Commercial impact

Storefront has attracted praise from industry partners for its collaborative approach and campaign results. Mitsubishi reported both an increase in lead generation and enhanced brand recognition as outcomes of its partnership with AutoTrader.

"Collaborating with AutoTrader Canada on the Storefront launch was a true partnership in every sense. Their team brought creativity, speed, and a deep understanding of both the dealer and consumer sides of the business. Together, we turned an idea into an experience that redefined how Canadians shop for cars online," said Steve Carter, Director of Marketing at Mitsubishi Motor Sales of Canada.