What happens to online sales momentum when a global shortage of inventory crashes into a pandemic?
In short: It keeps growing. That's what some of the nation's public auto retailers reported last month as part of their fourth-quarter earnings results, describing increased sales on their own branded digital platforms, expansion into new markets and additional customer capabilities.
Lithia Motors Inc., for instance, shared that sales through its Driveway tool in December topped its monthly goal by 32 percent. Group 1 Automotive Inc. reported that sales on its AcceleRide platform grew 77 percent in 2021 to nearly 20,000 transactions.
Separate from the public retailers, dealership leaders I've talked to in recent weeks have told me they haven't eased up on digital sales and are working to make the process easier.
But many dealership lots are still thinly stocked as automakers haven't yet been able to produce enough vehicles to catch up with demand. Th…