Is it profitable to buy a car on the marketplace?
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More and more marketplaces are starting to sell cars; cars have now appeared on the Sber platform – in Megamarket. In 2023 such goods started offering Ozon. Both services work in partnership with dealers, who deliver purchases to customers. The new owner only has to register the vehicle. But so far, according to market participants, this method is not in demand. Why? And can this change? Daniil Babkin sorted it out.
In the card for the Chinese Omoda S5 on Ozon, jokers haunt the seller: is it possible to pick up the car from the pick-up point and assemble it piece by piece, like Lego? Is this a real car or a Chinese fake? And why is there no discount on the Ozon card? The seller calmly replies: we don’t deliver to the pick-up point, but deliver by tow truck or car transporter to the customer’s home, and for maintenance you can contact any dealer of the brand in Russia.
Attempts to sell cars on marketplaces have been going on for years, but have never become widespread. President of the Favorit Motors group of companies Vladimir Popov points out that many clients still care about the emotions of choosing and purchasing: “Now at least 65% of people who buy cars consider this transaction as connected. That is, firstly, they need to evaluate their used car. How to do this remotely? It is very difficult. Secondly, when you choose a car, there can be a great variety of finishing and trim options alone.
It is clear that this is a very significant purchase, and people want to enjoy it. This is about the same as trying to order, relatively speaking, a kitchen on the Internet. It can be done, but it will be much more difficult to implement.”
The inability to take out a loan when purchasing through the marketplace may also alienate the client. This is a significant limitation, given that in Russia approximately half of all new cars purchased with borrowed money. However, many will turn a blind eye to the shortcomings if prices on Ozon, Megamarket and other sites are lower than those of an offline dealer, says Maxim Kadakov, editor-in-chief of Za Rulem magazine:
“If marketplaces can somehow magically solve the buyer’s main problem – to buy a car without markups, and preferably without any markups from the dealer, because he takes a certain percentage from the manufacturer for his work, and all this is included in the price, then the marketplaces will become offer the same car for 40-50 thousand rubles. cheaper, then, of course, there will be people who will say: “Why should I choose a conventional Lada Vesta? I already know everything perfectly well and am ready to buy a specific car with my eyes closed.”
On the other hand, why should prices be lower on marketplaces if the seller, in addition to his margin, needs to pay a commission for the site? And on Ozon it reaches 10% for this category. If anyone actively enters marketplaces, it will not be dealers, but representative offices of brands, says Sergei Klimov, co-founder of the Dolavto auto center: “By bypassing intermediaries, you can sell a car cheaper. But how this will intersect with dealer policy is difficult to say.
There is only one prospect: the generation of consumers is actively changing, and, quite possibly, younger people, those who are now 16-18 years old, will be ready to buy cars in this way. After all, they grew up with these marketplaces and are used to buying everything there – from food to clothes and so on. Rather, this will be handled by the dealerships, and the dealer’s task may be reduced to only issuing the car.”
Earlier, the Federation Council proposed creating a state marketplace, but only with Russian goods. One of the senators said that, among other things, cars could be sold there.
Everything is clear with us – Telegram channel “Kommersant FM”.
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