Car Dealers Express Concerns Over Blocket's New Platform Amid Falling Sales

The recent launch of a revamped advertising platform by Blocket has led to widespread concern among Swedish car dealers, as many report significant challenges with the updated system. The changes, introduced in mid-November, include a redesigned search function, new categorization, and the addition of a map view. The platform now shares features and infrastructure with other Nordic online marketplaces operated by Vend, Blocket's parent company.

Since the rollout, numerous automotive dealers have experienced a notable decrease in visibility and consumer engagement with their listings. According to several reports, the number of views on vehicle advertisements has dropped sharply, resulting in fewer customer inquiries and a marked decline in sales activity. Despite the traditional seasonal slowdown in the automobile market during winter months, many dealers assert that this year's downturn is far more pronounced compared to previous years.

Dealers state that the introduction of multiple filters and the restructured search process have made it increasingly difficult for both sellers and buyers to navigate the marketplace. Users accustomed to the previous version of Blocket have raised concerns about the complexity of the new system, which they claim hampers the ability to efficiently find or advertise vehicles. For many professional sellers, Blocket remains the primary channel for reaching potential customers, and the costs associated with advertising on the platform are considerable, with professional listings reportedly priced at around 600 SEK per advertisement. Monthly expenditures for some dealers can range from 250,000 to 300,000 SEK, underscoring the significance of the platform to their business operations.

Some dealers have highlighted the financial strain caused by ongoing advertising expenses, even as their listings receive significantly less exposure. The lack of responsiveness from Blocket to these concerns has added to their frustration, with industry representatives warning that smaller dealerships, in particular, may be forced to close if the situation does not improve. Larger dealerships are also feeling pressure due to persistent operational costs and a decline in customer traffic.

Blocket's management acknowledges that the overhaul represents a substantial change for users, especially those in the automotive sector who rely heavily on established routines for buying and selling. The company reports that overall traffic on the platform has remained stable, but admits that the transition period has presented challenges and that further improvements are underway. Despite the criticism, Blocket has indicated there are no plans to revert to the previous platform, instead focusing on ongoing development and refinement of the new features to better serve both sellers and buyers.

The situation remains under close observation by the car dealership sector, which continues to advocate for enhanced functionality and improved communication from Blocket. The outcome of these efforts may have significant implications for the Swedish used car market and the viability of small and medium-sized dealerships moving forward.