Cox Automotive has developed an omnichannel digital retailing platform designed to let consumers complete vehicle purchases across multiple online and in-store channels simultaneously.

The new platform allows automotive retailers to offer full e-commerce capabilities on their own websites and integrates with in-store systems. It also enables direct purchase of dealership inventory through Autotrader and Kelley Blue Book, creating a unified buying experience across multiple consumer touchpoints.

According to the 2025 Cox Automotive Digitization of Car Buying Study, 65% of car buyers complete some or all of the purchase process online. The company said the new platform is designed to help dealers maintain sales volume and market share as affordability challenges and limited used-car supply continue to pressure demand.

Unified E-Commerce Platform

“This platform goes beyond website software or listing tools,” said Senior Vice President of Consumer Solutions Jessica Stafford. “It’s a true e-commerce system that manages every step of the car-buying process across all digital and in-store touchpoints.”

Unlike add-on tools that extend existing systems, Cox Automotive’s new platform is built as a complete transaction engine that supports pricing, financing, trade-ins and digital contracting. Whether customers start their purchases on a dealer’s branded website or through Cox Automotive’s marketplaces, it says the experience remains consistent and connected.

Major Retailers Adopt New System

Large retailers, including Hertz, have already deployed the technology. Hertz Car Sales now offers complete online vehicle purchasing through both HertzCarSales.com and Autotrader.com, powered by Cox Automotive’s platform.

“Cox Automotive’s technology allows us to deliver a consistent buying experience whether customers shop online, in-store, or through partner channels,” said Hertz Car Sales Executive Vice President Jeff Adams.

Hertz Car Sales continues to expand online offerings of used vehicles priced under $20,000 — many under $15,000 — while using Cox Automotive’s tools to streamline transactions and improve scalability.