The tire e-commerce has become a strategic sector for automotive companies, following the growing demand from consumers for convenience and variety. With the evolution of digital platforms and the increasing public confidence in online shopping, tire sales on the internet are on an upward trajectory.
This is confirmed by the recent survey by BigDataCorp, named ‘Perfil do E-commerce Brasileiro’, that showed the heating up of the e-commerce sector in Brazil. The online shopping market, according to the survey, has grown over 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 survey points out is the increase in the number of e-commerce stores that do not have a physical store, only online, which went 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 positions itself in the current scenario, and what strategies retailers must adopt to stand out in an increasingly fierce competition.
How does the online tire sales process work
The process of selling tires online follows a relatively simple flow from the consumer’s point of view but is quite complex behind the scenes, especially for specialized stores and marketplaces. It involves several crucial steps starting from the moment the customer searches for tires until the product is received.
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 conditions of use is crucial. This type of interface reduces customer frustration and facilitates the purchasing decision.
Logistics and distribution
Logistics is undoubtedly one of the major challenges of tire e-commerce. Since tires are bulky and heavy products, they require special care. Transport companies need to ensure the integrity of the product during transit, avoiding damages that could compromise the quality of the tires. Additionally, it is important to note that many tires have high shipping costs, 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 tires reach their destination safely and within the estimated timeframe. Another crucial aspect is inventory management, as tires for different vehicles, manufacturing years, and technical specifications need to be always available for immediate delivery.
A practical example of how we overcome some of these challenges is our promotional actions throughout the year, where we offer free shipping for the purchase of tires from the brand. This initiative not only facilitates customer access to the products but also positions Dunlop as an innovative company that seeks customer comfort and satisfaction in all aspects of the purchase.
Challenges in 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 considerable costs due to the size and weight of the product. Dealing with these particularities without passing the entire cost to the end consumer is a complex task that requires strategic partnerships with carriers and logistics process optimization.
Furthermore, inventory fragmentation, with distribution points closer to 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.
When it comes to customer service, often tire consumers are unaware of the technical specifications required for their vehicles. This means that service needs to be specialized, guiding the customer on the best options for their needs. Additionally, after-sales service needs to be robust, with clear and efficient return and exchange policies.
Trends for the future of e-commerce in tires
As technology advances, the online tire market must follow certain trends that will shape the future of the sector. Retailers wishing to remain competitive will need to quickly adapt to these changes.
- Integration with omnichannel platforms: The integration between physical and digital environments will become increasingly common. Stores that operate both in physical and online environments need to offer a seamless shopping experience, where customers can buy their tires online and choose to pick them up at the physical store or opt for direct home delivery.
- Artificial intelligence and personalization: Artificial intelligence (AI) solutions are transforming e-commerce, allowing for increasingly personalized customer experiences. For the tire sector, this means offering precise recommendations based on past purchase behavior, regional climate, and vehicle usage type. Tools that use AI to predict the need for tire replacement may also become a reality.
- Sustainability and green tires: With the increasing environmental awareness, many consumers are seeking more sustainable options, such as ecological 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.
The tire e-commerce is constantly changing, requiring retailers to quickly adapt to consumer demands and technological innovations. Those who can face logistical challenges, provide 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 compromising quality and safety. Our active participation in the digital scene, including promotional campaigns, demonstrates our commitment to customers’ well-being and our long-term vision for the sector.
