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On April 13, it was reported that leading Chinese e-commerce companies are increasing their focus on automotive sales and related services, intensifying competition within the online car retail sector.
These developments reflect a broader initiative among internet platforms to venture beyond traditional online shopping into more lucrative industries like automobile sales. Despite the complexities associated with offline-heavy transactions, these companies are leveraging digital traffic, online payments, and local services to create integrated experiences.
Recently, a project called “Open Departure,” spotted on a major company’s homepage, showed a test landing page for appointment-based interactions. Developed through a collaboration between a premium electric vehicle brand and an online auto platform, the initiative was initially limited to the city of Jinan, with a test version scheduled to launch soon. While details remain scarce, both companies clarified they do not intend to enter the ride-hailing sector.
This move is seen as a potential shift for the company into mobility services beyond simple vehicle sales. Earlier this year, another major platform made its entry into the automotive realm. In January, a strategic partnership was formed in Shanghai to develop a comprehensive platform that combines car purchasing, usage, and local lifestyle services.
In Shanghai, several automakers, including Tesla, Xpeng, Zeekr, and an alliance focused on intelligent mobility, have experimented with group-buy test drives through this platform, offering rides for as little as two cents.
Online car sales have been a focus for significant players for over seven years. In 2020, a partnership was formed between a major automaker and a leading e-commerce platform, introducing a hefty subsidy program for brands like Volkswagen, Buick, Chevrolet, and Cadillac. Currently, brands like Geely, Chery, Exeed, and SAIC-GM Buick maintain their flagship stores on the e-commerce site, enabling online ordering that can be completed with offline transactions.
A recent release from Changan’s Nevo brand announced the upcoming launch of a special edition of their Q05 model equipped with advanced Lidar technology. Marked as the first “Tmall Selected Good Car,” this model is set to debut at the brand’s official store during the Beijing Auto Show.
While these platforms boast strengths in generating web traffic, data insights, payment systems, and local services, the idea of a fully online transaction process for cars—typically high-cost, low-frequency purchases—remains uncertain. The sustainability of these new business models in the long term has yet to be determined.
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