Clicking vs kicking tyres: Insider tips & tricks for buying cars online

As of 2023, two in five Brits (41%) prefer to buy their cars online. In response to this growing trend, we’ve collaborated with industry experts to develop a comprehensive guide for navigating the world of online car buying.

We’ve teamed up with former car sales experts from industry giants like Lexus, Ford, BMW, Volvo, Jeep, and Toyota, who share their invaluable insights to help you make informed buying decisions. They have revealed all the insider tips and tricks you need to avoid buying a lemon and ensure a smooth online car purchase experience—even if you never set foot on a dealership forecourt.

Missing details and photos concealing numerous issues

Daryl, a former car salesman with more than 20 years’ experience working with brands like Ford, Lexus, Toyota, Renault, and Mazda, warns that a major red flag is missing key information. “If the seller or website doesn’t provide essential details like the car’s service history, number of previous owners, or clear photos of the vehicle, it raises concerns about transparency.”

He advises caution when listings feature ‘stock’ photos instead of images of the actual car, especially if they omit the registration number. “This may indicate the seller isn’t being transparent or doesn’t actually have the car in their possession,” says Daryl. “Likewise, obviously edited photos that look overly enhanced could suggest the seller is trying to hide issues.”

The top three pictures car expert say every online car ad must have: 

• the car’s interior
• the area under the bonnet
• the registration number
  

“If these images are missing or incomplete, it may be a sign that the seller or dealer is hiding a multitude of sins.”

Dispelling the myth: Test driving is always necessary

Whenever possible, try to arrange a viewing of the car before purchasing it to ensure it meets your expectations and runs smoothly.

However, Daryl explains, “It’s not always necessary to test drive a car, especially if you’re buying from a reputable retailer.” He adds, “These retailers typically offer detailed descriptions and thorough inspections of their vehicles, making it less risky to purchase without a test drive.”

We also want to highlight that, under the Consumer Rights Act, you have the right to reject or return a car within the first 30 days if it has a significant fault, was mis-sold, or isn’t roadworthy. If you’re buying a car remotely, usually online, additional protections apply under the Consumer Contracts (Information, Cancellation, and Additional Charges) Regulations 2013. Since purchasing remotely means you can’t physically inspect the vehicle, these regulations provide a cooling-off period, allowing buyers to return the car if they choose not to keep it, without needing to prove any fault or misrepresentation.

Research, research, research!

Unclear or inconsistent contact details, like the lack of a phone number or the use of a generic email, can signal an unreliable seller. A poorly designed website, unprofessional language, or spelling errors might also suggest the site is not trustworthy. 

Additionally, it’s crucial to review platforms such as Yelp, Trustpilot, or Google Reviews for authentic feedback from past customers.

Always trust your gut feeling when it comes to dodgy deals

Daryl says, “The most important thing when buying a car online is ensuring you are purchasing with a reputable seller. However, this can be hard to determine - so trust your gut.”

Karen, a former car saleswoman who has been in the industry for over a decade, working for big-name companies from Volvo to BMW, agrees, “If the deal seems too good to be true- it probably is! Trust your gut feelings towards the advert.  Never feel rushed into making your deal - especially if you feel something isn’t quite right.” 

Must-ask questions for your online dealer

Even if you're not meeting in person, Daryl encourages buyers to still ask important questions. “Most importantly, first you should ask how many previous owners has the car had?” says Daryl. Fewer owners can sometimes suggest that the car has been well looked after. Next, enquire if the car comes with a full-service history. Daryl adds, “A comprehensive service history provides insight into how well the car has been maintained over time, showing if it has had regular servicing and any major repairs.”

Documents you should ask to see before you buy:

• the V5C registration certificate
• MOT certificate

Non-negotiable information on your vehicle

Daryl stresses the importance of knowing if the car has ever been involved in an accident, regardless of how minor the damage may have been. “One of the non-negotiables for me when buying online is finding out if the car has had any accident damage because it can affect both the safety and the resale value of the vehicle,” he explains. Even minor accidents can lead to underlying issues that might not be immediately visible but could cause problems down the road. 

Additionally, a car with a history of damage might be more challenging to resell, or it could fetch a lower price when the time comes to sell it. Ensuring you have this information upfront allows for a better-informed decision and reduces the risk of unexpected costs later.

We personally advise that those in the market for a car carry out an HPI check on any used car they are seriously thinking of purchasing. HPI, or Hire Purchase Investigations are designed to reveal important details about a car’s history. While details vary by provider, you’ll typically discover if the car is stolen, written off, has outstanding finance, its make and model, the number of doors, current and previous colors, and how many past owners it’s had. At Carmoola, we offer free, unlimited HPI checks in our app to help you uncover any car's history.

When buying on Facebook Marketplace

As online shopping continues to grow, platforms like Facebook Marketplace are becoming increasingly popular for everything from everyday purchases to big-ticket items like cars. 

A 2024 report on Facebook Marketplace shopping habits reveals that 1.3 billion shoppers buy on the platform each month, with users growing by 3.61% annually. This shift to online shopping extends to cars, with 41% of Brits preferring to purchase vehicles online in 2023.

However, a Santander study warns of rising fraud risks. In 2023, nearly £480,000 was reported lost to Facebook car scams—a 93% increase from the previous year. 

Let’s see what negociation and safety tips our experts have about Marketplace purchases.

“Stalk them!”- Check the seller’s profile activity before committing

“Scroll through their Marketplace history to see what else they’ve sold - stalk them!” says Daryl. “If they’ve listed multiple cars in a short time, they might be a trader posing as a private seller,” he adds.

Daryl says: “A newly created profile could be a sign of a scam. Genuine sellers usually have established profiles with visible activity over time.” Daryl advises that if the account looks too new or lacks any history, proceed with caution, or avoid it altogether.

In the UK, buyers have greater protection under the Consumer Rights Act 2015 when purchasing from a trader, including warranties, the right to return faulty cars, and, in some cases, a cooling-off period. These protections, however, don’t extend to private sales. If a trader misrepresents themselves as a private seller, buyers lose these legal rights, making them more susceptible to hidden issues, outstanding finance, and possible fraud.

‘Ghost’ your seller, and more negotiation tips

“Silence is powerful - even if this means ‘ghosting’ the seller. After making an offer, pause. Silence can make the other party uncomfortable and lead them to make concessions”, says Daryl.

Daryl also suggests a trade, rather than conceding with the seller. “If you give something up, always ask for something in return. This maintains balance and value in the deal. For example, if they ask you to pay cash, negotiate a lower price to even the playing field.”

Always check the car’s MOT history online before messaging the seller

“It’s free to do through the GOV.UK website and can reveal some shocking details—like if the car has repeatedly failed MOTs for serious issues or hasn’t been tested in years,” says Daryl. “If a seller isn’t upfront about the car’s past, this quick check might save you from a dodgy deal before you waste your time.”

Where do you meet?

For security, Daryl recommends completing the vehicle handover in a public location. "If you can, meet in public. It adds an extra layer of legitimacy and trust to the transaction. Plus, the environment feels more secure for both parties.”

If you're feeling uneasy about meeting someone, consider bringing a friend along for support. If possible, share your live location with trusted friends or family for added peace of mind.

Benefits of buying online

Buying a car online has several advantages compared to purchasing in person. One of the key benefits is that it’s often cheaper. Online platforms give you access to a wide range of listings, which makes it easier to compare prices across sellers and find competitive deals. 

Another major advantage is convenience. You can browse multiple listings from the comfort of your home, filter by specific criteria, and even handle much of the paperwork online. Many online car sellers offer home delivery or allow you to arrange a test drive at your convenience.

With a growing number of car transactions taking place digitally, it's more important than ever for buyers to adapt to this modern approach to car buying. At Carmoola, our goal is to equip car buyers and sellers with the insights they need to make informed and confident choices. By offering these insider tips, we aim to create a more transparent marketplace, ensuring that everyone secures the best deal possible when purchasing a car online.