The tire e-commerce has been consolidating as a strategic sector for automotive companies, keeping up with the growing consumer demand for convenience and variety. With the evolution of digital platforms and the increase in public trust in online shopping, the sale of tires online is on an upward trajectory
This is what confirms therecent research from BigDataCorp, named "Profile of Brazilian E-commerce", that showed the growth of the e-commerce sector in Brazil. The online shopping market, according to the research, grew 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, taking into account the impact of the pandemic on the economic and social factors. Another relevant piece of data that the research indicates, it is the increase in the number of e-commerce that do not have a physical store, only online, what happened to 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 should retailers 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 quite complex behind the scenes, especially for specialized stores and marketplaces. It involves several crucial steps that begin from the moment the customer searches for tires until the point of receiving the product
The customer journey usually begins with 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 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, invest in a robust platform that offers agile navigation and an efficient search system, able to filter tires by brand, size, type of vehicle and conditions of use, it is essential. This type of interface reduces customer frustration and facilitates the purchasing decision
Logistics and distribution
Logistics is, without a doubt, one of the great challenges of tire e-commerce. As they are bulky and heavy products, the tires require special care. Carriers need to ensure the integrity of the product during transit, avoiding damage that could compromise the quality of the tires. Furthermore, it is important to remember that many tires have a high shipping cost, what 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 time frame. Another crucial aspect is inventory management, because 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, they are 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, it 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 need to be faced by tire retailers. As mentioned earlier, the delivery of tires involves considerable costs due to the size and weight of the product. Dealing with these particularities without passing all the costs onto the end consumer is a complex task, that requires strategic partnerships with carriers and optimization of logistics processes
Furthermore, the fragmentation of stocks, with distribution points closer to consumer centers, it is a solution that can reduce delivery times and minimize operational costs. Another approach is the development of specialized packaging for tires, that can ensure the integrity of the product and facilitate transportation
And regarding customer service, many times, the tire consumer is unaware of the technical specifications needed for their vehicle. This means that the service needs to be specialized, guiding the client on the best options for their needs. Furthermore, the 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 must follow some trends that will shape the future of the sector. Retailers who wish to remain 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 the physical environment and online need to provide a consistent shopping experience, where the customer can purchase their tires online and choose to pick them up at the physical store, or you choose delivery directly to your home
- Artificial intelligence and personalization: artificial intelligence (AI) solutions are transforming e-commerce, allowing for an increasingly personalized customer experience. For the tire sector, this means providing accurate recommendations based on previous purchasing behavior, climate of the region and type of vehicle use. Tools that use AI to predict the need for tire replacement may also become a reality
- Sustainability and green tires: with the increase in environmental awareness, many consumers are seeking more sustainable options, like eco-friendly tires, that offer less 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 in constant transformation, requiring retailers to quickly adapt to consumer demands and technological innovations. Those who know how to face logistical challenges, offering excellent service and keeping 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 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
