How Canadians Shop for Cars Online in 2026

The car buyer who walks onto your lot today has already done most of the work. They’ve compared models, checked prices across several sites, looked up their trade-in value and maybe asked an AI assistant for advice. By the time they meet a salesperson, many have narrowed it down to one or two vehicles.

Here’s what recent research says about how Canadians shop, and what it means for a dealership.

Almost everyone starts online

In AutoTrader.ca’s research with Dig Insights, 82% of Canadian car shoppers surveyed in August 2025 used online sources while shopping (AutoTrader.ca). In its 2024 study of recent buyers, about two-thirds of shopping time went to research and comparison, and most buyers purchased within three months (AutoTrader.ca).

That second point matters. The research window is short, so shoppers who are looking at your inventory this month are likely to buy from someone soon.

Where they look

New and used shoppers use different sources. In the 2024 study:

• Used-vehicle shoppers relied most on online marketplaces (77%), then dealer websites (33%) and manufacturer websites (23%).
• New-vehicle shoppers used manufacturer websites (50%), dealer websites (43%) and marketplaces (42%).

The lesson for a used-car dealer is clear: your marketplace listings are often the first time a shopper sees your store. Your website matters most once they’ve picked a vehicle and want details, a price they trust and a way to get in touch. Note that this is research from a marketplace operator, which has an interest in the result, but the pattern is consistent across its studies.

They want to do more of the deal online

In AutoTrader.ca’s February 2025 survey, 87% of shoppers wanted to do at least part of the purchase digitally, and 60% said they’d like to do the whole thing online (AutoTrader.ca). Among those who wanted some steps online, the most popular were:

• Researching and comparing vehicles (96%)
• Asking about availability (91%)
• Delivery options (85%)
• Getting a trade-in value (83%)
• Financing (82%)

What buyers want and what they do still differ. In the U.S., Cox Automotive found that 63% of 2025 buyers saw a mix of online and in-person as ideal, while only 7% actually bought entirely online (Cox Automotive). Most shoppers want to do the slow parts at home and the test drive and handover in person.

Price and value are front of mind

The same 2025 Canadian survey found that two in three shoppers said Canada–U.S. trade tensions affected their thinking: 29% were spending more time comparing prices, 30% had cut their budget and 30% were favouring Canadian-made vehicles (AutoTrader.ca). A clear, all-in price online isn’t just a legal requirement in most provinces. It’s what a price-conscious shopper uses to decide who to call.

AI is the newest research tool

In Cox Automotive’s U.S. study, 19% of buyers used AI tools while shopping, rising to 25% of new-vehicle buyers (Cox Automotive). Pied Piper’s 2026 study found ChatGPT named the dealership being evaluated first in 77% of searches, but left it out entirely in 9% (Pied Piper). AI assistants draw on what’s published about your store, so complete, accurate listings and profiles matter even more.

What it means for your dealership

1. Treat every listing as a first impression. Real photos, an all-in price, a real description and every field filled in, on every channel.
2. Make the online steps easy. Availability questions answered fast, a trade-in estimate, and a way to start financing from the vehicle page.
3. Answer like the shopper is comparing you, because they are. The first useful reply usually wins the appointment.
4. Keep prices consistent everywhere. Shoppers notice when your website and your marketplace listing disagree.
5. Make the in-person part worth the trip. The vehicle ready, the paperwork prepared, no surprises in the price.

How Carpages helps

Carpages.ca advertising puts your inventory and your brand in front of in-market shoppers on Carpages.ca, one of the first dedicated online vehicle marketplaces in Canada. Dashboard Connect gets your vehicles onto Facebook Marketplace and keeps them current. And DealerSite+ and DealerPage+ give every vehicle a fast, detailed page that turns a comparison shopper into a lead.