In-Car E-Commerce: How GM and FCA Are Redefining Digital Driving

Revolutionizing the Dashboard: Digital Shopping from Your Car

GM and FCA (Fiat Chrysler Automobiles) are leading a transformative shift in how drivers interact with vehicles. Through embedded infotainment platforms, these automakers are introducing advanced in-car e-commerce systems that let users purchase everything from gas to groceries and even reserve hotel rooms—without ever touching a smartphone. The goal is clear: create a new, seamless digital experience that taps into the growing ecosystem of connected services, while also generating a steady stream of customer data and revenue.

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Why Automakers Are Investing in In-Car Commerce

As vehicles become increasingly connected, automakers are exploring new ways to monetize in-car technology. By integrating e-commerce directly into the infotainment system, companies like GM and FCA aim to enhance user experience, foster brand loyalty, and carve out a piece of the growing digital services pie. Unlike smartphones, which operate independently, in-vehicle platforms ensure that manufacturers maintain full control of the user interface, data, and potential monetization avenues.

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GM Marketplace: A Pioneer in Automotive E-Commerce

General Motors launched its Marketplace platform in 2017, making it the industry’s first dedicated in-car e-commerce solution. Initially available in select Chevrolet, Buick, GMC, and Cadillac models, Marketplace now supports a wide range of services including:

• Domino’s Pizza: Order, pay, and set delivery or pickup through a linked Domino’s profile.
• Shell: Pay for gas directly from your dashboard with integrated pump locators and transaction capabilities.
• Applebee’s, IHOP, and Wingstop: Access local deals and menus.
• Priceline: Browse and reserve hotels.
• Parkopedia: Find and pay for parking spots in advance.
• Delivery.com: Order from restaurants, liquor stores, and even dry cleaners.

To use Marketplace effectively, users typically link third-party profiles and configure settings through companion mobile apps. While the platform emphasizes minimal distraction, safety-conscious drivers are still encouraged to manage orders while parked.

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Uconnect Market: FCA’s Digital Retail Entry Point

Following GM’s lead, FCA unveiled Uconnect Market—a competing platform designed for Chrysler, Dodge, Jeep, and Ram vehicles. Developed in partnership with connected car tech leader Xevo, Uconnect Market enables:

• On-Dash Payments: Pay for fuel at participating stations without leaving the vehicle.
• Restaurant Reservations: Book tables and order food in advance.
• Hotel Bookings: Access exclusive listings and discounts via Priceline integration.
• Service Scheduling: Easily book vehicle maintenance with certified dealerships.

Uconnect Market is deployed via over-the-air (OTA) updates, with support for all connected 2019–2020 FCA models and expansion planned across the lineup. FCA’s broader move toward Android-powered infotainment systems—featuring Google’s AI and Harman Ignite Cloud—positions the brand as a long-term contender in the automotive software race.

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The Tech Behind the Touchscreen: Powered by Xevo

Both GM and FCA rely on Xevo, a leading automotive software provider specializing in in-vehicle commerce and data analytics. Xevo’s platforms are designed for scalability and personalization, ensuring that each driver receives tailored recommendations, location-aware offers, and an intuitive shopping experience. Xevo also supports analytics tools that provide automakers with behavioral insights, enabling better service offerings and targeted advertising.

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Benefits to Drivers and Automakers Alike

The appeal of in-car e-commerce extends beyond convenience. For drivers, it means fewer interruptions, time savings, and hands-free transactions during commutes. For automakers, it’s a lucrative opportunity to build recurring revenue streams, deepen consumer relationships, and differentiate their brands in a highly competitive market. In addition, automakers gain valuable behavioral data to inform design, marketing, and product strategy.

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Addressing Driver Safety and Distraction Concerns

One of the biggest challenges facing in-car e-commerce is ensuring that it doesn’t compromise road safety. GM and FCA emphasize that their platforms are designed to minimize distraction, with intuitive interfaces, large touch targets, and simplified menus. Some services, such as Domino’s Easy Order, require just one tap. Nevertheless, safety advocates recommend using these features primarily when the vehicle is stationary.

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Privacy and Data Sharing Considerations

As vehicles become data hubs, privacy concerns are growing. In-car commerce systems track location, purchase habits, and preferences. Automakers state that user data is anonymized and protected, but industry experts argue for stronger transparency and opt-out mechanisms. GM and FCA both provide detailed privacy policies and allow users to manage permissions, though further standardization across brands may be necessary.

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Future Outlook: What’s Next for Connected Commerce

The future of in-vehicle e-commerce is expansive. With AI-driven personalization, voice-activated transactions, and broader third-party integrations on the horizon, cars could soon become mobile retail hubs. Subscription models, predictive ordering based on driving habits, and even in-car package delivery lockers are already in development. As 5G connectivity becomes widespread, expect these services to become faster, more reliable, and more integrated than ever.

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MotorVero: Driving the Conversation Forward

At MotorVero, we keep our readers ahead of the curve with the latest in automotive innovation. Whether it’s analyzing new infotainment trends or breaking down the implications of digital transformation in the auto industry, we’re your source for insightful, reliable content. Stay connected with MotorVero for everything from vehicle reviews to deep tech dives that redefine your driving experience.