10:04 am, September 29, 2026
Online retailing has evolved significantly in the last decade, alongside the consumer experience on the forecourt.
Consumers increasingly expect digital experiences, but the real opportunity for retailers lies in creating a seamless journey between online convenience and in-store trust and expertise.
Research from Codeweavers, based on a survey of 5,000 consumers across the UK, Germany, France, Spain and Italy, found that UK car buyers are among the most digitally advanced in Europe when it comes to securing vehicle finance.
However, despite being confident completing key stages online, many still want reassurance from a retailer before making the final commitment and are looking for improved, connected experiences.
Omnichannel opportunity
Among UK respondents two-thirds (67%) said they would be likely to use a platform that combining vehicle browsing, purchasing and lender comparison. However, consumers do not want digital channels to replace in person experience at dealerships.
In fact, 44% of respondents agreed that ability to switch between online and dealership without repeating information would be a valuable addition to the research and buying, while 39% wanted a seamless journey between online research an in-person dealership engagement.
These findings highlight that digital tools are becoming essential to the buying journey, but they are not replacing the value of trusted retailer advice, instead they need to be better connected to the forecourt sales experience.
What consumers do want is greater control earlier in the purchasing process. Around half of respondents said they would prefer to complete affordability checks, finance offer comparisons and eligibility checks online.
When asked what digital features were most valuable to consumers, respondents prioritised monthly payment calculators (48%), transparent cost and interest rate breakdowns (47%) and fast approval updates (46%).
This presents a clear opportunity for retailers to provide finance information and affordability guidance early in the vehicle buying journey.
Affordability is front of mind
Clear affordability information is paramount for dealers in the current market. More than half of UK consumers want to understand which vehicles fit into their budget based on monthly payments, and expect information consistency across online and in-store options.
For retailers, this creates an opportunity to engage customers earlier, and present monthly payments, affordability tools and finance options alongside vehicle listings. This helps buyers narrow their choices more confidently, increasing lead quality and encouraging finance conversions before a showroom visit.
In a market where consumers are increasingly browsing by budget rather than vehicle price alone, affordability visibility can become a powerful enquiry and conversion driver.
The lesson for retailers
Retailers do not need to create a completely digital purchasing journey. Instead, they need to focus on creating a connected experience.
Codeweavers helps your customers move seamlessly between channels, carry information from online research into the showroom, compare finance options and receive consistent information throughout the purchasing journey, giving you the tools to support your teams, not replace them.
Codeweavers’ new Car Finance Market Trends and Buyer Behaviour Report is now available and includes detailed analysis of vehicle finance attitudes across the UK and Europe.