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The shift to marketplace-first car shopping

| 08:31

Marketplace-first shopping is reshaping 
automotive retail

New research from Clarivoy reveals a clear shift: today’s car buyers skip Google and OEM sites entirely, heading straight to marketplaces like Cars.com. Just like Amazon changed retail, this behavior is now redefining how shoppers buy cars.



The numbers are a wake-up call for dealers:

  • 93% of auto buyers use marketplaces during their path to purchase
  • 61% start their journey on a marketplace
  • 45% of new-car shoppers use Cars.com for research1

In a recent discussion, Clarivoy CEO Steve White and Cars.com EVP Brian Kramer shared findings from Clarivoy’s white paper, “Marketplace-First Consumer Behavior: From Retail to Automotive,” outlining how dealers can stay ahead by:

  • Learning from retail giants who’ve mastered commerce media networks
  • Moving beyond outdated lead-only attribution models
  • Reducing over-reliance on Google for ads and data
  • Influencing shoppers higher up the funnel to shape decisions

The marketplace-first reality is here now. Dealers who embrace this shift will capture more shoppers, convert more leads, and win more sales. Those who don’t will keep chasing yesterday’s playbook while today’s buyers slip away.

Don’t let marketplace-first shoppers slip away

While other dealers keep chasing outdated strategies, you can get ahead of the shift. Reach high-intent buyers at the exact moment they’re comparing options — and guide them straight to your lot. Connect with our team today to learn how you can capture marketplace-first demand today

1 Marketplace-First Consumer Behavior: From Retail to Automotive (Whitepaper), Clarivoy, June 2025