Refraction offers a white-label eCommerce marketplace for auto dealers, powered by DealerTrack, that integrates directly with existing dealership websites to display inventory. This solution enables dealers to quickly transition to online sales, addressing the growing demand from consumers for digital car-buying options.
Funding
$100K raised to dateRaised to date based on public sources. This may differ from the amount the company actually raised and is based only on what is publicly available on the internet.
Founders
Product
Problem
Many auto dealerships lack a robust online sales presence, making it difficult to reach customers who prefer to browse and purchase vehicles digitally. This limits their market reach and ability to compete with online-first car retailers.
Solution
Refraction provides dealerships with a white-label eCommerce marketplace that integrates directly into their existing websites, enabling them to quickly establish an online sales channel. By connecting with DealerTrack DMS, Refraction automatically populates the marketplace with the dealership's current inventory, including photos. When a customer places a deposit on a vehicle, the system marks it as "pending sale" and immediately notifies the dealership's sales and finance team with the buyer's contact information to complete the transaction.
Target Audience
The primary target audience is auto dealerships looking to expand their sales channels and cater to customers who prefer online car buying experiences.
Features
- Direct integration with DealerTrack DMS for automated inventory updates
- White-label design to maintain dealership's branding
- Online deposit functionality to secure vehicle purchases
- Automatic notification system for sales and finance teams upon deposit
- Inventory display with photo uploads
- Real-time inventory status updates (available/pending sale)