Shoppers are checking specs and comparing prices at midnight. They’re scrolling through zero-turns and chainsaws on their phones while your lights are off, expecting to hit “Buy Now” and schedule pickup in one sitting. If your site can’t make that happen, those would-be customers move on — not because they prefer a big chain, but because it’s easier.
As George Houle, Territory Manager at Dealer Spike, said during the Winning Locally with eCommerce webinar:
“Your website is a 24/7/365 open sign. Shoppers will drive 200 miles if they know you have the unit — let them buy Thursday night and schedule Saturday pickup.”
That kind of convenience is what big-box stores have mastered. But they’ll never match what you offer: real expertise, personal relationships, and trust of the community. The goal is to bring that local advantage online — combining convenience with connection.
Here’s how to sell online without losing the local touch — in three dealer-tested steps.
1: Make Your Site More Than a Digital Brochure
If your website only lists business hours and a handful of stock photos, you’re leaving sales behind. A strong online store feels like your sales floor: easy to navigate, up to date, and built around actual inventory. As George Houle explained: “When you don’t show your address, hours, and parts availability, those are missed sales opportunities.”
Your website should reflect the same pride you take in your showroom. Start with clean navigation that works on any device. Most shoppers begin on their phones — and that number grows every year as the digital path to purchase expands.
Use slower seasons to refresh your site. A short 15–30-minute update once a week — new photos, layout tweaks, or fresh brochure content — keeps your site active and signals to customers that you’re paying attention. Houle emphasized that “consistent improvements create big results over time,” especially as seasonal demand shifts.
Even a modest update cycle can help your online presence feel as dynamic and cared-for as your in-store experience.
2: Win Local Shoppers with Whole Goods eCommerce
Local shoppers want to buy from someone they trust. They also want the convenience of placing an order at 10 p.m. “Appeal to shoppers who prefer supporting a reputable local business,” Houle said.
Treat your site like a salesperson: A good checkout page mirrors what happens at the counter. “Pair eCommerce with your strengths: your expertise and your service. You’re the local dealer that knows the lines, the parts, and the warranties — that’s your advantage.”
Whole Goods eCommerce lets you showcase inventory, take orders, and even suggest add-ons just like a seasoned salesperson would. Features like “Customers Also Bought” aren’t gimmicks — they mirror what happens at the counter.
“There’s nothing worse than a customer going home and realizing, ‘Oh, I needed this and this,’” Houle said. “When your site suggests accessories or oils, it’s not just about margin — it’s about making sure they have a great experience.”
Personal connection in every click: When someone buys online, follow up like you would after an in-person visit. George reminds dealers that eCommerce doesn’t erase relationships — it can start them.
“I bought a unit entirely online from an out-of-state dealer,” he shared. “Now I stop in and see them every time I’m in that area. The relationship doesn’t end at the sale — it starts there.”
In other words: convenience builds trust when it’s paired with genuine care and expertise.
Proof it works: Stark Street Lawn & Garden, a six-location Oregon dealer, implemented an integrated checkout and sold more than $20,000 in equipment online in just a few months.
3: Offer Buy Online, Pick Up In-Store (BOPIS) Instead of Shipping
Shipping heavy mowers or UTVs is expensive and time-consuming. You don’t need to ship to sell online.
Make pickup part of the experience: Let customers complete their purchase online and pick up at your store. When they arrive, introduce them to the service team, walk them through the basics of maintenance, and suggest useful add-ons.
Create upsell opportunities: “Buy online, pick up in-store” (BOPIS) is only growing too. National data shows that 85% of shoppers who use BOPIS buy additional items when they pick up. That’s a built-in upsell moment you can’t get with home delivery.
Avoid logistics headaches: BOPIS eliminates freight costs and regulatory challenges. Customers get their equipment faster, and you maintain the in-person relationship that sets you apart.
“It’s simple, clean, and efficient,” Houle said. “That’s one of the biggest things — efficiency.”
Why Now?
Online shopping isn’t a trend. Major retailers continue to grow eCommerce sales every quarter. Smaller dealers who ignore this shift risk losing local market share to competitors who invest in digital retail.
“Big-box stores keep growing eCommerce every quarter,” noted host Glenn Hansen. “It’s just reality.”
Houle added bluntly: “If you don’t do it, someone else will. Somebody else will take the risk, do it bigger, and capitalize on it — because your website doesn’t turn itself off at 5:00 PM.”
Dealers who’ve taken that leap are already seeing returns. Stark Street’s success story proves that selling big-ticket items online doesn’t require giant budgets — it just takes commitment, accurate inventory data, and a willingness to start.
Next Steps
You don’t need to become a tech company to sell online — you just need a website that works as hard as you do. Start small: choose one product category, build clear, accurate pages, and add a pickup option. Each step brings you closer to the way today’s buyers already shop — from their phones, on their own time, and ready to buy from a dealer they trust.
Dealer Spike’s dealer-driven platform is built for exactly that. It brings your inventory, eCommerce, and DMS together in one connected system — designed specifically for OPE dealerships. As George Houle put it, the right platform should be “built for your industry — with OEM relationships, accurate specs and imagery, and co-op-compliant promotions ready to go.”
That’s the foundation that helps you sell online without losing what matters most — your local connection.