In recent times, the rise of buying cars online has become a well-worn topic in automotive circles. Russia’s oldest and most widely read car publication has revisited this trend more than once, noting shifts in consumer behavior. New data from Romir suggests a turn in the tide: the grasp of online car shopping for both new and used vehicles appears to be softening in popularity.
Before shortages hit the car market and during the height of the pandemic, the ability to explore and purchase a vehicle online offered more than convenience. Shoppers could pick a model from a nearby dealership and sometimes secure discounts, all without leaving home. When stock was tight and discount incentives were scarce, many buyers began to favor in-person dealership visits to inspect and test drive in person.
According to the study, 76% of individuals looking to buy a new car and 83% of those seeking a pre-owned vehicle prefer to make a decision in close proximity to the vehicle. In other words, they want to be near the hood of the car, on the lot, at the dealership, where they can see, touch, and compare the options directly.
Dealers who participated in the Romir survey observed a similar trend. More visitors were showing up at showrooms in person, yet 30% of dealers acknowledged a drop in the number of potential buyers, while another 36% believed the level remained steady. The picture shows both a continued interest in remote elements of the purchase and a stronger return to face-to-face interactions for final decisions.
Still, buyers continue to perform certain steps remotely during the car-buying process. For many, price negotiation remains a browser-based or remote activity, with 46% of shoppers engaging in this step online before visiting a dealer. Likewise, 42% of buyers prefer to apply for financing or loans through online channels before finalizing paperwork in person.
Analysts note that the wave of online car shopping during the pandemic created a lasting impression, but the market may be stabilizing rather than undergoing a full-scale digital transformation. Shifts in consumer confidence, the availability of financing, and the ability to physically inspect vehicles all influence whether buyers lean toward remote or in-person steps. The conclusion drawn by observers is that online buying remains relevant, but the path to its full integration into everyday car shopping is evolving rather than rushing to a complete switch. This interpretation is reflected by industry professionals who monitor shopper behavior and dealership responses to changing demand patterns.
The study focused on verified adults aged 18 and over, residing in major urban areas, and was designed to capture a broad snapshot of attitudes toward online versus in-person car purchasing across diverse markets.