New research has found a growing confidence in online car sales.

More and more buyers are willing to press ‘buy’ without actually physically seeing products.

The trusting nature seems to be more linked to convenience and fear of missing out on a deal, rather than confidence in descriptions and sellers.

Benefit of doubt

According to new research from the AA’s used car website, one in four UK drivers buy a car online without viewing it in person first.

A survey of over 10,000 motorists revealed that the number of drivers who purchased a car unseen increased from 21% 12 months ago.

Nearly half (48%) of these buyers bought a brand-new car from a dealership, while 44% purchased a used car from a dealer or online car-selling platform.

Fewer than one in ten (6%) bought a used car without seeing it in person from a private seller and 2% did so from an auction.

Seeing the goods

In contrast, more than seven in ten (71%) drivers say they would never buy a car without inspecting it first – down from 73% in 2022[2].

Over two-fifths (44%) of drivers who have purchased a vehicle without seeing it in person did so because the car came with a warranty, providing them with added peace of mind.

A similar proportion (43%) felt confident purchasing online as they used a reputable national dealership or well-known platform.

In comparison, 25% used a dealer or platform they had bought from previously.

Confident return

Over one in five (21%) cited the ease of returning the vehicle if an issue arose as a key factor in their decision — knowing that flexible return policies provided an added layer of security.

Meanwhile, 20% felt confident buying unseen because the dealership or platform provided a detailed vehicle inspection, assuring them they wouldn’t encounter hidden costly repairs later on.

As consumers grow more confident with digital car-buying, separate data from AA Cars shows that 35% of buyers are more likely to purchase a vehicle online if it includes high-quality photos.

This rises to 65% of drivers aged 18-35, underscoring the importance of premium visual content for younger buyers.

Information is key

James Hosking, Director of AA Cars, comments: “A big-ticket purchase like a car is an important decision and people want to feel confident they are getting the best deal for their hard-earned cash.

“The majority of drivers still prefer to visit a forecourt in person, believing they will get better value for money and less likely to end up with a car with any mechanical issues or cosmetic flaws.

“However, consumers are growing increasingly confident in buying a car online, which allows for greater convenience and access to a wider variety of options.

“Dealerships that offer the option to buy online and a user-friendly experience can expand their customer base across the UK, making it easier for consumers to find the right car without being limited by location.

“But to ensure that buyers feel secure in purchasing unseen vehicles, it’s important that dealerships provide the necessary reassurances, such as high-quality photos and videos, warranties and return guarantees.”