Innovative B2B2C online marketplace for Toyota Germany with 400 connected authorized dealers

Toyota, in collaboration with the e-commerce agency Webmatch, developed a B2B2C marketplace for original accessories within just four months. This online shop allows over 400 official dealerships to sell their products directly to end customers. Toyota itself does not act as a seller but provides the platform, ensures brand-appropriate presentation, and maintains the product assortment and data.

Customers can access the platform 24/7 and select accessories that precisely match their vehicle. This is ensured through a special vehicle selection feature, where users can enter their Vehicle Identification Number (VIN) or choose manually using a visual guide. This minimizes incorrect purchases by displaying only compatible products.

During the checkout process, customers can select their preferred dealer based on location. The order can either be shipped directly by the dealer, picked up on-site, or installed upon request. The installation option can be booked during the ordering process. Payments go directly to the respective dealer, bypassing Toyota.

This B2B2C marketplace model supports both dealers and customers by offering an official, digital, and always-available source for Toyota accessories. It strengthens the relationship between Toyota, dealers, and end customers by creating a seamless and personalized shopping experience.

The successful implementation of the project within such a short timeframe highlights the efficient collaboration between Toyota and Webmatch and showcases the effective integration of e-commerce solutions in the automotive sector.

The Toyota B2B2C marketplace developed by Webmatch offers a unique and efficient solution in the automotive sector. This platform allows over 400 official dealers to sell original Toyota accessories directly to end customers, empowering the dealer network while maintaining Toyota’s brand consistency. Unlike traditional marketplaces, Toyota acts as a facilitator, providing the infrastructure and managing product data but not selling directly.

Customers benefit from a seamless experience, with 24/7 access to the platform and a vehicle selection tool that ensures compatibility through VIN input or manual selection. This minimizes purchasing errors and enhances satisfaction. Flexible fulfillment options, such as direct shipping, in-store pickup, and optional installation services, cater to different customer needs, creating a true omnichannel experience.

Payments are made directly to the chosen dealer, streamlining transactions and reducing intermediaries. The marketplace effectively bridges the gap between digital convenience and physical services, offering a personalized shopping experience while supporting the dealer network. Developed in just four months, this platform highlights Toyota’s innovative approach to e-commerce and strengthens relationships between the brand, dealers, and customers.

The platform was initially launched in March 2024 and has since been iteratively optimized based on retailer and user feedback as well as usage data.

The international rollout of the platform will begin shortly. In addition, continuous enhancements are also planned.

The complexity of the data, the availability of structured product data and assets, the variety of functions and the high quality requirements presented us with major challenges. But with creative solutions and a strong partner like Webmatch, we overcame these and created an online store that exceeds expectations.

Michael Schödder IT Consultant Project Manager Digital Projects, Digital Customer Integration & Consulting

https://webmatch.de/de-de/cases/toyota/