Dealers know that business doesn’t stop when the doors close. Customers are shopping after hours, comparing models, checking prices, and deciding who earns their next visit — often before your team turns on the lights.
That’s why eCommerce is no longer a “someday” project. As George Houle, Territory Manager at Dealer Spike, put it during our recent webinar with EPG Brand Acceleration:
“Your website is your 24/7 open sign. Shoppers will drive 200 miles if they know you have what they want.”
The session, Winning Locally with eCommerce, drew dealers from across the country for a practical look at how local businesses can compete — and win — in an online-first marketplace. Here’s what stood out.
Dealers Face Big-Box Expectations — But the Local Advantage Still Wins
Customers expect to browse and buy online as easily as they can in-store. They want real-time inventory, clear pricing, and quick ways to contact you.
“They’re expecting to shop online anytime and find what they need quickly,” Houle said. “But most importantly, they want to know if you have it.”
Even so, local dealerships still have the upper hand.
“Your customers already know you,” said Glenn Hansen, Editor of OPE+. “They rely on your service. eCommerce doesn’t replace that — it extends it.”
That’s the key. Your website isn’t just a digital brochure — it’s an extension of your sales floor.
Turning Your Website into a Storefront: The 3 Steps that Work
George shared a simple three-step framework for any dealer — whether you’re just getting started or already selling online.
1. Move Beyond a Digital Brochure
Start with the basics: clear contact info, easy navigation, and a mobile-friendly layout.
“Everyone’s shopping on their phones now,” Houle said. “If your site doesn’t look right on mobile, you’ve lost them before you had a chance.”
Use slower seasons to make small updates. Fresh photos and cleaner layouts build trust and show customers your business is active and current.
For more practical advice from George, check out his podcast episode featured in our blog, “Your Website Isn’t Just a Brochure — It’s Your Best Sales Tool.” He dives deeper into how OPE dealers can turn their websites into true sales assets — even if they’re starting small.
2. Win Local with Whole Goods eCommerce
eCommerce isn’t about replacing service — it’s about making it easier for local shoppers to buy from you.
“When your site suggests accessories or parts, it’s not about upselling — it’s about helping the customer have a better experience,” Houle said.
That human touch still matters. Houle shared his own story:
“I bought a unit entirely online from an out-of-state dealer. Now I stop in every time I’m in that area. The relationship doesn’t end at the sale — it starts there.”
3. Sell Online Without Shipping Headaches
You don’t have to ship every mower or side-by-side across the country. Buy Online, Pick Up In-Store (BOPIS) keeps it simple for everyone.
“Customers love it, and it keeps that face-to-face connection that builds loyalty,” Houle said.
In-store pickup also creates moments for add-on sales — things like oils, filters, or accessories that customers might otherwise forget.
Want to hear more examples straight from the discussion? Listen to the full “Winning Locally with eCommerce” webinar here. You’ll hear how real OPE dealers are using pickup models to simplify sales and keep customer relationships front and center.
Why Dealers Are Leaning in Now
Both speakers made it clear: waiting on eCommerce isn’t an option anymore.
“Big-box stores grow their eCommerce every quarter,” Hansen said. “It’s just reality.”
“If you don’t do it, someone else will,” Houle added. “Your website doesn’t close when you do.”
Stark Street is one of the first to embrace an online sales strategy and continues to grow sales steadily. “They haven’t let off the gas,” Houle said.
And setup doesn’t take months — many dealers are live in as little as a week.
Keep Your Local Touch, Grow Your Online Reach
What this webinar made clear is that selling online isn’t about changing who you are — it’s about extending your reach. Your expertise, relationships, and reputation are still what set you apart.
“Technology moves fast,” Hansen said in closing. “It’s invaluable to have a partner who helps you stay current while you focus on running your business.”
Your Next Step: Get Started with eCommerce
No matter where you are in your online sales journey, Dealer Spike can help you take the next step. Our OPE-focused platform makes it easy to:
- Sync inventory directly with your DMS
- Offer secure online checkout and in-store pickup
- Keep product data and images updated automatically
Your customers are already shopping online. Let’s make sure they’re shopping with you.