Back in the day, when buying tires meant hopping from one tire dealer to another, it felt like something that had to be endured. A half-day would be agonizingly surrendered to the task, but now that old practice is quietly fading into the blue.
In 2024, U.S. tire shipments totaled 337.4 million units. Americans are buying more tires than ever, and mostly the process begins online. Yet the way we’re doing it is not without some degree of unease.
Data shows that roughly 31% of Americans begin their search by looking for tires online, though only about 13% actually complete the transaction on a digital platform. Why the hesitation? It usually boils down to “logistics anxiety.” You can order a pair of shoes or a new laptop without a second thought, but a 50-pound tire is different.
The 31% vs. 13% Conversion Gap
So, why do almost 31% of Americans start the tire search online from the comfort of their homes but stop short of clicking “Buy”?
Some plausible reasons are:
- Many drivers worry that they’ll order the wrong size
- Some do not want to bear the high shipping costs typical of shipping bulky items
- Others believe that a local shop will refuse to install parts they didn’t sell
This disconnect between researching and hitting the “Buy” button is where the industry is currently focusing its energy. The trust we place in offline sellers and their services can be hard for online sellers to generate, especially given the absence of purchase history.
It’s natural to want to know that the set you pick will actually keep your family safe during a rainstorm, but the 77% of people who still buy in-store end up paying a “convenience tax.” Moreover, a brick-and-mortar shop can only offer whatever is currently available in their warehouse. So, if they don’t have the best option for your vehicle in stock, they’ll just try to sell you the next best thing they have.
What’s Actually Driving Tire Shopping Online?
So if hesitation still exists, what is changing enough to push more buyers toward online purchases?
It’s this: Online shopping flips the power dynamic, putting it back in the buyer's hands.
Modern ecommerce has built a bridge between the digital world and the local shops. Many industry players now use a two-pronged strategy: sell on their websites and offer in-store pick-up with installation services to make their tires available to a wider public.
The Pricing Edge
An undeniable benefit of buying online is the cost savings. The ease of comparison shopping, the potential for discounts and deals, and the reduced cost of travel all contribute to this.
On average, shopping through a digital storefront can get you a 14-30% discount compared to traditional retail shopping. The average price of one tire in the U.S. hovers between $120 and $300. When you multiply that by four, those savings from online purchases can cover the cost of your next two oil changes—or more! You don’t just find better deals online, but also cut out the markup that physical shops use to pay for their showrooms and staff.
Integrated Installation
Major online retailers today partner with thousands of local shops across the country, covering about 30-40% of the service demand. When you check out, you don’t have the tires delivered to your home, but sent to a shop three miles away from you.
You can book an appointment on the website, so by the time you get to the garage, the tires are already there waiting for you. This turns a four-hour ordeal into a quick pit stop!
Convenience of Browsing a More Varied Collection
Online stores don’t have physical constraints that limit the number of tires that can be stocked and displayed. As a result, customers can choose from a diverse selection of products and price points.
Moreover, many buyers feel more comfortable doing their research online, looking into different options, comparing features, and weighing the cost-benefit of long-term use. There are many resources available, such as product reviews and tire size calculators, that help them collect all the information they need to make a buying decision without relying on a salesperson.
Final Thoughts
That Saturday morning spent in the local garage is not gone yet, but it is no longer the default. Now, buying tires is about reclaiming your time and making decisions on your own terms, without the pressure to settle for what happens to be available.
While the majority of Americans may still prefer the face-to-face interaction with the shop owner, online shopping is now becoming the norm.
Copyright © 2026 California Business Journal. All Rights Reserved.
For California Business Journal Disclaimers, go to /terms-conditions/.
