ECOMMERCE UPDATE

Dealers face a digital shift in how equipment is bought and sold

By Brian Ethridge

Photo credit: © Adobe Stock- tippapatt s consumer buying habits continue shifting online, the outdoor power equipment and landscaping industries are beginning to reassess how— and whether— ecommerce fits into their sales models.

For many dealers, websites have traditionally served as digital storefronts rather than transaction platforms. Inventory is displayed, leads are captured and sales are completed in person. That structure is starting to face pressure. Rowan Mockler, co-founder and CEO of Ekho, said many dealership websites fall short of modern expectations.

“ You spend a fair amount of money on a website that is not state of the art,” Mockler said.“ It’ s cookie cutter, probably not super modern and importantly doesn’ t have a transaction layer within it. So it’ s really just a catalog of your inventory.”

From listings to transactions

The distinction between listing inventory and completing a sale online is becoming more relevant as buyer expectations evolve.

Consumers are increasingly accustomed to purchasing goods online, and some of those expectations are beginning to extend into equipment categories. In response, technology providers are working to bring more of the transaction process, including financing and documentation, into digital environments.

Despite that shift, many dealers remain cautious.

In addition to operational complexity, the sales process in OPE and landscaping equipment has long been relationship-driven. Dealers often rely on in-person conversations to guide buyers through product selection, financing and long-term service needs.

That dynamic can be difficult to replicate online, particularly for higher-ticket equipment or first-time buyers who may require more education before making a purchase.

As a result, some dealers view ecommerce less as a replacement for traditional sales and more as a supplemental channel— one that may serve a different type of customer.

Incremental potential

One of the primary concerns among dealers is whether ecommerce will reduce showroom traffic.

Mockler said early data suggests online transactions may be reaching customers who are not currently engaging with dealerships.

“ We know, grounded in the data, that the majority of these sales are incremental,” he said.

8 OPE + May 2026 www. OPE-Plus. com