Cars.com is putting their cars for sale on Facebook Marketplace. The business says they aren't going to abandon their own site, but they have to be where their consumers go.
The 20-year-old automotive marketplace was an early mover in e-commerce. It works with 20,000 car dealers that post products to its site, but the company has come to terms with the tendencies of Facebook users to search for cars through that site’s marketplace. It claims its site gets an average of 18.9 monthly unique visitors.
“What we’re seeing on Facebook is the average shoppers are everyday people exploring automotive [products],” said Brooke Skinner Ricketts, chief marketing officer at cars.com. “We need to go where conversations happen.”
Cars.com rolled out a Facebook Marketplace page in August of this year. Among prospects that seek out information through a Facebook messenger bot, 40 percent of them convert to leads that want to connect with client dealers, she said.
Since the marketplace launched in August, the company said 218,000 chats via Facebook Messenger have taken place between car shoppers and dealers. The number of chats and lead conversions is increasing every week, according to the company.
To cars.com, a Facebook Marketplace presence amplifies and doesn’t detract from the core site — it’s just meant to widen the potential customer base.
It’s the latest in a trend: Marketers and selling platforms are increasingly looking to Facebook Marketplace as a means to grow reach. In August, Shopify began talking to Facebook on building capabilities for merchants it works with to sell on Facebook marketplace.
Read more here
Join us in Bangkok the 19th to the 22nd of March for the Property Portal Watch Conference.