Used car portals: Selling successfully online as a car dealer? Here's how to do it!

The online used car market is booming! The importance of used car exchanges for the car market can also be seen in the figures: In 2023, over 6 million used cars changed hands in Germany. Used car portals are an important port of call for many car buyers looking for their dream car.  

This is understandable from the customer's point of view. After all, it is much more convenient to browse through thousands of vehicles on used car exchanges from the comfort of your sofa after work than to drive from dealer to dealer.

Nevertheless, the importance of personal advice cannot be denied. A study by DEKRA confirms that although around 80 percent of potential car buyers find out about vehicles online in advance, 72 percent of those surveyed would not want to do without personal advice when buying a car. So why not combine the best of the digital and analog worlds?

The best used car portals in comparison & overview

The Internet has opened up completely new opportunities for you as a car dealer to increase the reach of your offers and make the sale of vehicles more efficient. You should be aware of this: When it comes to car sales portals, you have the choice between two different models - direct sales portals and car search engines. 

• On direct sales portals such as Autoscout24 and mobile.de, you post your cars directly for potential buyers
• Car search engines, on the other hand, collect offers from various sources and display them in a central search mask 

The only question is, which platforms are really worthwhile? And: Are the biggest used car online portals also the best? We have compared used car exchanges from various providers for you in our test:

Criterion	mobile.com	Car Scout24	pkw.de	hey.car	eBay Classifieds
Potential reach per month	21 million users	15 million users	250,000 users	not specified	36 million users (total, not just car buyers)
User interface	Intuitive and clear, simple search and filtering	User-friendly and modern, facilitates the search for specific vehicles	Simple and functional, basic search	Modern and appealing, various forms of financing available	Simple and practical, local offers and fast listings
Functions	Extensive, e.g. vehicle comparison, detailed search filters, financing options, ratings	Extensive, e.g. vehicle search, vehicle financing, valuations	Basic functions	Comprehensive, e.g. detailed dealer profiles, vehicle ratings, modern search filters	Basic functions, focus on local offers and simple listings
Costs for retailers	Bronze, silver, gold and platinum tariffs available, according to price list on request	According to price list on request	From € 14.99 per month	Performance-based billing	Free of charge, from more than 10 ads per month € 1.95 per ad
Advertising & Sales	Extra promotion possible	Extra promotion possible	Depending on the offer booked	No extra promotion possible	Extra promotion possible

Reach per month

The potential reach indicates how many people could see your vehicle ad on the respective used car portal. As a dealer, you want to ensure that your ad is seen by as many potential buyers as possible - the more visitors, the better the chance of a quick sale.

User interface

An intuitively designed user interface saves everyone involved time and nerves - after all, who wants to fight their way through a chaos of menus and buttons? For you as a retailer, this means that you can create and edit your ads quickly. Quick search filters, structured categories and an intuitive design make it easier for buyers to find their dream car. 

Functions

The functions include the tools and options available to you to present and manage your vehicles. These include search filters, comparison options, the ability to create detailed vehicle descriptions, and additional features such as financing options or ratings. The more functions a platform offers, the better you can present your vehicles.

Costs for retailers

The costs for dealers refer to the fees incurred for advertising vehicles on the car sales portal. These can vary depending on the portal and often include a basic monthly fee or fees per ad. Some portals also offer different price packages or additional fees for advertising options.

Advertising & Sales

Advertising and sales promotion encompass the opportunities a platform offers to make your used cars more visible online. These include options such as highlighted ads, banner ads, and targeted promotions that put your vehicles front and center. Good advertising options can increase your chances of a successful sale. 

But who will win the race?

Our comparison of used car portals shows that the prize for the best used car portal in Germany goes to two candidates: mobile.de and Autoscout24. 

The largest used car exchanges impress with their high reach, low wastage and flexible advertising options. So if you are looking for a strong partner for your used car ads, these two platforms are the right choice for you.

What are the advantages of offering used cars online?

Why bother selling your cars offline only when you can get started online? Here are some unbeatable reasons why the online used car market is worth your while:

• Unlimited range: Your car can be seen from Hamburg to Munich without having a single kilometer on the speedometer. On the Internet, you have access to a huge number of potential buyers that you would find difficult to reach in the local market.
• Just a click away: the route to the used car portal is short - both for prospective customers and for you. With car dealership software with smart interfaces, such as the AUTOMANAGERit only takes a few clicks on a smartphone, tablet or laptop to publish your vehicle offers on over 50 platforms simultaneously - making it easy for you to maximize your online reach.
• No opening hours: Used car portals are open around the clock, 365 days a year. While you put your feet up after work, your offers are still available. Buyers can click through your cars at any time of day or night without having to wait for your office.
• Cheaper than a retail store: The cost of a physical showroom can be quite high. Online used car exchanges offer a cost-effective alternative that allows you to save money and still sell successfully.
• Analysis and statistics: How well is your business doing? Online platforms offer detailed statistics on views, clicks and inquiries. You can use this data to adjust your pricing strategy based on data and improve your offers.

If you present your used cars attractively online, you will come into contact with potential new customers who might never have found their way to your dealership. After the pre-selection on a used car portal, you then go to the dealership, where you can impress them with your on-site service and a test drive.

What do I have to consider as a dealer in a used car exchange?

Entering the world of used car portals can pose some challenges for many dealers. To successfully navigate this digital jungle and ensure your car is not just another vehicle in the crowd, you should consider the following tips:

Beautiful pictures, great effect

First impressions count - this also applies to online sales. High-quality photos that show the vehicle from different perspectives are a must. With the car dealership app picdesigner you can quickly and easily create professional vehicle photos, edit car images and present your vehicles in the right light.

Detailed vehicle descriptions

Make sure that your vehicle descriptions are complete and precise. "Nice car, good condition" is not enough. Include all relevant information, such as mileage, condition, equipment and price. A good description can make the difference between an interested party and a potential buyer.

With the AUTOMANAGER this becomes even easier: by enriching your vehicle data with DAT and JATO data, you receive comprehensive information on standard and optional equipment as well as technical data, which significantly enhances your vehicle descriptions.

Topicality is everything

Always keep your listings up to date, because a well-maintained listing looks reputable and attracts more buyers. Remove sold vehicles and regularly update prices and descriptions. To prevent this from becoming a chore, AUTOMANAGER can help you. You can manage your vehicle stock centrally and in real time and keep it up to date at all times via interfaces to 50 used car exchanges.

Shine with your own website

Used car portals offer you as a car dealer the opportunity to meet your potential new customers and convince them of your offer. However, the following also applies here: the more contact points, the more sales. That's why you should not neglect your own website when it comes to car dealership advertising and also link to your website from your vehicle offers. 

Don't have a website yet? No problem - with AUTOMANAGER you can create a professional website quickly and without IT knowledge. Thanks to the free AUTOMANAGER Marketplace you can also easily add a car exchange to your website and turn interested parties into leads with features such as vehicle comparison, inquiry form and test drive.

In the fast lane in online sales with used car portals 

The online used car market is like an exciting highway full of opportunities - and you should be in the fast lane. Take the chance to present your vehicles in the best possible way with the AUTOMANAGER and benefit from easy integration on over 50 platforms simultaneously. Would you like to know more about how dealership software can efficiently support you in your business and increase the profitability of your used car business? Then get in touch with us by phone on +49-561-789845-0 or arrange a non-binding strategy meeting with our team online .