Tyre 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 increase in public confidence in online shopping, the sale of tires over the internet is on an upward trajectory.
This is what confirms the recent research by BigDataCorp, named “Profile of Brazilian E-commerce”, named, that showed the warming of the e-commerce sector in Brazil. The online shopping market, according to the survey, grew more than 20% since 2014 and the number of virtual stores increased from 1,640,076 in 2022 to 1,911,164 in 2023, also taking into account the impact of the pandemic on the economic and social factor. Another relevant data that the research points out, is the increase in the number of e-commerce that has no physical store, only online, which was 81,16% in 2023.32023.
However, this market presents particular challenges in areas such as logistics, customer service and technological innovation. To understand the operation of this process, the main obstacles faced and trends for the coming years, it is essential to analyze how tire e-commerce is positioned in the current scenario, and what strategies retailers should adopt to stand out amid an increasingly fierce competition.
How the online tire sales process works
The process of selling tires over the internet follows a relatively simple flow from the consumer point of view, but quite complex behind the scenes, especially for specialty stores and marketplaces.It involves several crucial steps that begin from the moment the customer searches for tires to the point of receipt of the product.
The customer journey usually begins with a detailed research.The tire consumer not only looks for the best price, but also takes into account factors such as durability, performance and safety. In this sense, the creation of technical and informative content is a key piece to the success of any tire e-commerce operation. The shopkeeper needs to offer accurate data on each model, specifications for different types of vehicles and compatibility information.
In addition, investing in a robust platform that offers agile navigation and an efficient search system, capable of filtering tires by brand, size, vehicle type and conditions of use, is fundamental. This type of interface reduces customer frustration and facilitates the purchase decision.
Logistics & distribution
Logistics is undoubtedly one of the great challenges of e-commerce tires. As they are bulky and heavy products, tires require special care. Carriers need to ensure the integrity of the product during the journey, avoiding malfunctions that could compromise the quality of tires. In addition, it is important to remember that many tires have a high freight cost, which can be a decisive factor in the choice of the customer.
At Dunlop, for example, we work to optimize logistics in partnership with specialized carriers, ensuring that tires reach their destination safely and within the estimated time. Another crucial aspect is inventory management, as tires for different vehicles, years of manufacture and technical specificities need to be always available for prompt delivery.
A practical example of how we overcome part of these challenges are our promotional actions throughout the year, in which we offer free shipping for the purchase of brand tires. This initiative not only facilitates customer access to products, but also positions Dunlop as an innovative company that seeks customer comfort and 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 need to be faced by tire retailers. As mentioned earlier, tire delivery involves considerable costs due to the size and weight of the product. Dealing with these particularities without passing all the cost on to the end consumer is a complex task, which requires strategic partnerships with carriers and optimization of logistics processes.
In addition, inventory fragmentation, with distribution points closer to consumer centers, is a solution that can reduce delivery times and minimize operating costs. Another approach is the development of specialized tire packaging, which can ensure product integrity and facilitate transportation.
And in relation to customer service, often the tire consumer is layman as to the technical specifications necessary for your vehicle. This means that the service needs to be specialized, guiding the customer on the best options for their need. In addition, the after-sales need to be robust, with return policies and transparent and efficient exchanges.
Trends for the future of tire e-commerce
As technology evolves, the online tire market must follow some trends that will shape the future of the industry.
- Integration with omnichannel platforms: the integration between the physical and digital environment will be increasingly common. Stores that operate both in the physical and online environment need to offer a uniform shopping experience, where the customer can purchase their tires online and choose to pick up in the physical store, or choose delivery directly at home.
- Artificial intelligence and personalization: artificial intelligence (AI) solutions are transforming e-commerce, allowing for ever-increasing customization of the customer experience.For the tire industry, this means offering accurate recommendations based on previous buying behavior, region climate and vehicle usage type. Tools that use AI to predict the need for tire change can also become a reality.
- Sustainability and green tires: with the increase of environmental awareness, many consumers are seeking more sustainable options, such as environmentally 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 an important share of this new audience.
Tyre e-commerce is constantly changing, requiring retailers to adapt quickly to consumer demands and technological innovations. Those who know how to meet logistics challenges, offer excellent service and follow 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 renouncing 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 industry.
