14 Jan 2025
January 14, 2025
London, January 2025 : The UK’s tyre industry has witnessed a seismic shift over the last two decades, with online platforms now playing a pivotal role in tyre sales. From its humble beginnings relying on phone and fax orders, the sector has undergone a remarkable digital transformation, accelerated by the COVID-19 pandemic and changing consumer behaviors.
At the recent 2024 Tyre Industry Conference, organized by the National Tyre Distributors Association (NTDA), experts explored the evolution of online tyre retail and its impact on the market. Industry leaders discussed key trends, growth forecasts, and challenges, with the findings published in the NTDA’s “Trends and Facts” report.
Online Tyre Sales: A Booming Sector
In 2005, the idea of buying tyres online was still in its infancy. By 2014, online sales had captured 7.8% of the market, and by 2020, that figure was projected to reach 20%. Today, the European tyre e-tail market is valued at approximately €5.47 billion, according to Frost & Sullivan’s analysis.
The pandemic played a critical role in accelerating this shift. With lockdowns limiting in-person shopping, businesses turned to digital solutions, offering online ordering and home delivery services. This new omni-channel approach, integrating online and offline services, has now become the norm in the tyre industry.
Michelin, Continental, and Goodyear Lead the Pack
One of the standout topics at the conference was the dominance of certain brands in the online space. A 20-year study by Tyres & Accessories revealed that Michelin, Continental, and Goodyear consistently lead in online visibility and consumer sentiment. Bridgestone also performed strongly, further cementing its reputation as a trusted tyre manufacturer.
On the retail front, competition among UK tyre businesses remains fierce. A recent ranking of the top 25 UK tyre retailers, based on website traffic and domain value, highlighted the increasing importance of digital presence. Consumer behavior is also evolving, with online research becoming a crucial part of the tyre-buying process. Before making a purchase, 60% of motorists now research tyres online a figure that has surged in the post-pandemic era.
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