The tire market is experiencing an unprecedented digital revolution, with online sales reaching 2.5 billion euros in 2024 and growth of 15% compared to the previous year. An epochal change that sees 60% of transactions move to the web, completely redesigning the purchasing habits of Italian motorists.
Behind these numbers lies a profound transformation: from the local tire dealer to digital click & collect, via intelligent tires and environmental sustainability, the car tire sector is preparing to face the challenges of 2026 with a completely new face.
The boom in digital sales, when the tire shop becomes virtual
Tire e-commerce recorded rapid growth in 2024 with 19.7 million units sold (+2.8% compared to 2023), confirming how digital is conquering ever-increasing shares of a market traditionally linked to the physical point of sale.
The 421,645 tons of tires placed on the Italian replacement market represent not only record numbers, but the signal of a structural change where online channels now intercept the majority of purchases, especially in the all-season tire segment which saw an increase of 18% in the first quarter of 2024.
As the experts at Norauto, one of the leading companies in Italy in the online sale of tires, explain to us, the phenomenon is fueled by a change in purchasing habits that involves all generations in the various e-commerce sectors, therefore also including the tire and car spare parts sectors.
We also noticed a particularly significant figure: the over 45s represent 14% of online searches for summer tyres, while young people between 18 and 24 make up 8.8%, numbers which demonstrate how digital has also conquered the age groups traditionally most linked to the direct relationship with the tire dealer.
The growth in digital turnover, which reached 2.5 billion euros with an increase of 1.6% despite inflation, demonstrates how the online sector is resisting the economic crisis better than traditional channels, thanks to more competitive margins and optimized management of operating costs.
From research to shopping cart, how Italians buy tires in 2025
The digital customer journey reveals that 89.2% of consumers carry out online research before making any purchase, consulting reviews, comparative tests and demonstration videos to orient themselves among over 50,000 models available on the web.
Omnichannel behavior characterizes the decision-making process: 76.6% of motorists still visit physical stores to touch the product first-hand, but then finalize the purchase online where they find prices on average 30-40% lower than traditional retail.
Specialized platforms have developed increasingly sophisticated tools such as intelligent configurators, chats with experts and AI-based recommendation systems that guide the user in choosing the most suitable tire by analyzing driving style, annual mileage and local climate conditions.
The average purchase time has been reduced to just 12 minutes thanks to mobile-optimized interfaces (65% of orders come from smartphones), advanced filters by size and technical characteristics, and the ability to save wish lists to monitor price trends over time.
Savings of up to 40% and express delivery, because Italians choose online
The price factor remains the same drivers main with savings that can reach 40% compared to traditional price lists, thanks to the elimination of intermediaries and the possibility of accessing international stocks with more competitive prices.
Advanced logistics now guarantees deliveries within 24-48 hours throughout the national territory, with scheduled delivery options and premium services that include assembly at home or at a network of over 5,000 affiliated workshops distributed widely.
Flexible payment methods are another competitive advantage: in addition to traditional bank transfers and credit cards, the platforms offer installment payments (used by 23% of buyers), buy now pay later and even cryptocurrencies to attract an increasingly diverse clientele.
The free return guarantee within 30 days has eliminated the last psychological barrier to online purchasing, with 98% satisfaction among those who have tried the service and a return rate of less than 2%, demonstrating the quality of pre-sales digital consultancy.
All-season tires and smart technologies, the trends driving growth
All-season tires are the phenomenon of the year with growth of 18% in the first quarter of 2024, driven by models such as the Michelin CrossClimate 2 which offer performance certified for winter (3PMSF), eliminating the double seasonal change.
Technological innovation is revolutionizing the product itself: intelligent tires equipped with IoT sensors for real-time monitoring of pressure, temperature and wear are conquering 12% of the premium market, with growth forecasts of up to 25% by 2027.
Environmental sustainability becomes a purchasing criterion in view of Euro 7 (July 2027): consumers are looking for tires with recycled materials (up to 30% of the compound), low rolling resistance to reduce consumption (-15% fuel) and greater durability to minimize environmental impact.
The market is polarizing between technologically advanced premium tires (65.5% value share) and economical tires imported from Asia which are gaining share thanks to brands such as Nexen and Hankook, offering an increasingly competitive quality-price ratio with performance which in the 2024 tests will approach the top of the range.
From click to assembly, how the service will evolve in 2025
The after-sales service is transformed into an integrated ecosystem where online purchasing merges with a widespread network of digitally connected partner workshops that manage appointments, assembly and ongoing assistance through dedicated apps.
Norauto and other operators have developed the “Click & fit” model which allows you to order online and collect the same day at the point of sale, with immediate assembly included in the price and the possibility of booking your preferred time slot avoiding queues and waiting.
Value-added services are multiplying: from seasonal tire storage to predictive maintenance that warns when it is time to replace tires, up to all-inclusive packages that include balancing, convergence and periodic tire rotation.
Finally, we note that integration with company fleet management systems opens up new opportunities in B2B, where the market is already worth 1.3 billion dollars and is expected to reach 3 billion by 2033, with solutions that allow the entire company tire fleet to be managed online, optimizing costs and vehicle downtime.
In collaboration with Norauto
