The tire e-commerce has established itself as a strategic sector for automotive companies, following the growing consumer demand for convenience and variety. With the evolution of digital platforms and the increasing public trust in online shopping, the sale of tires over the internet is on an upward trajectory.
This is what confirms therecent research by BigDataCorp, named “Profile of Brazilian E-commerce”,which showed the heating up of the e-commerce sector in Brazil. The online shopping market, according to the survey, has grown by more than 20% since 2014, and the number of online stores increased from 1,640,076 in 2022 to 1,911,164 in 2023, also considering the impact of the pandemic on the economic and social factors. Another relevant data point that the research highlights is the increase in the number of e-commerce businesses without physical stores, only online, which rose from 81.16% in 2022 to 83.46% in 2023.
However, this market presents particular challenges in areas such as logistics, customer service, and technological innovation. To understand how this process works, the main obstacles faced, and the trends for the coming years, it is essential to analyze how the tire e-commerce is positioned in the current scenario and what strategies retailers should adopt to stand out in an increasingly fierce competition.
How the online tire sales process works
The process of selling tires online follows a relatively simple flow from the consumer's perspective, but is quite complex behind the scenes, especially for specialized stores and marketplaces. It involves several crucial steps that start from the moment the customer searches for tires until the point of receiving the product.
The customer's journey usually begins with detailed research. Tire consumers not only look for the best price but also consider factors such as durability, performance, and safety. In this sense, creating technical and informative content is a key piece for the success of any tire e-commerce operation. The retailer needs to provide accurate data about each model, specifications for different types of vehicles, and compatibility information.
Furthermore, investing in a robust platform that offers agile navigation and an efficient search system, capable of filtering tires by brand, size, vehicle type, and usage conditions, is essential. This type of interface reduces customer frustration and makes the purchasing decision easier.
Logistics and distribution
Logistics is, without a doubt, one of the major challenges of the tire e-commerce. Since they are bulky and heavy products, tires require special care. Carriers need to ensure the integrity of the product during transit, preventing damages that could compromise the quality of the tires. Additionally, it is important to remember that many tires have a high shipping cost, which can be a decisive factor in the customer's choice.
At Dunlop, for example, we work to optimize logistics in partnership with specialized carriers, ensuring that the tires arrive at their destination safely and within the estimated timeframe. Another crucial aspect is inventory management, as tires for different vehicles, manufacturing years, and technical specifications must always be available for immediate delivery.
A practical example of how we overcome some of these challenges is our promotional actions throughout the year, in which we offer free shipping for the purchase of tires from the brand. This initiative not only facilitates customers' access to products but also positions Dunlop as an innovative company that seeks comfort and customer satisfaction in all aspects of the purchase.
Challenges of tire e-commerce
Despite all the advantages that e-commerce offers, there are specific challenges that tire retailers need to face. As mentioned earlier, tire delivery involves significant costs due to the size and weight of the product. Dealing with these particularities without passing all the costs to the final consumer is a complex task that requires strategic partnerships with carriers and optimization of logistical processes.
Furthermore, stock fragmentation, with distribution points closer to the consumer centers, is a solution that can reduce delivery times and minimize operational costs. Another approach is the development of specialized packaging for tires, which can ensure the integrity of the product and facilitate transportation.
And regarding customer service, often, tire consumers are unaware of the technical specifications required for their vehicle. This means that the service needs to be specialized, guiding the customer on the best options for their needs. Furthermore, after-sales service needs to be robust, with transparent and efficient return and exchange policies.
Trends for the future of tire e-commerce
As technology evolves, the online tire market is expected to follow some trends that will shape the future of the industry. Retailers who wish to stay competitive will need to adapt quickly to these changes.
- Integration with omnichannel platforms: the integration between the physical and digital environment will become increasingly common. Stores that operate both in physical and online environments need to offer a seamless shopping experience, where the customer can purchase their tires online and choose to pick them up at the physical store or opt for home delivery.
- Artificial intelligence and personalization: artificial intelligence (AI) solutions are transforming e-commerce, enabling increasingly personalized customer experiences. For the tire sector, this means providing accurate recommendations based on previous purchasing behavior, regional climate, and vehicle usage type. Tools that use AI to predict the need for tire replacement can also become a reality.
- Sustainability and green tires: with the increase in environmental awareness, many consumers are seeking more sustainable options, such as eco-friendly tires, which offer lower rolling resistance and, consequently, lower fuel consumption. Companies that position themselves as leaders in sustainable practices will be able to capture a significant share of this new audience.
The tire e-commerce is constantly evolving, requiring retailers to quickly adapt to consumer demands and technological innovations. Those who know how to face logistical challenges, provide excellent service, and keep up with the main trends will succeed in this competitive market.
At Dunlop, we believe that the future of tire e-commerce lies in the ability to constantly innovate and meet the expectations of an increasingly demanding consumer, without compromising quality and safety. Our active participation in the digital landscape, including promotional campaigns, demonstrates our commitment to customer well-being and our long-term vision for the sector.
