Kia’s EasyBuy digital retailing system is ready to grow.

During the automaker’s national dealer meeting last month in Las Vegas, CarNow, the digital retail software provider that powers EasyBuy, announced the expansion of the program to include Dealer.com dealerships, and said more digital retail providers will be added in 2026.

In a news release, CarNow said the addition of Dealer.com and other providers will dramatically increase EasyBuy’s coverage in Kia’s dealership network and lays the groundwork for broader dealer participation.

“This collaboration represents an important step forward for Kia, our dealers and the customers we serve,” Kia America vice president of sales operations Eric Watson said. “By expanding EasyBuy to additional providers, we enable more dealers to participate while ensuring customers enjoy a consistent, intuitive and connected shopping experience across every touchpoint.”

CarNow partnered with Kia America to create EasyBuy in January 2024, and has been piloting it with CarNow’s dealer clients.

The system gives customers who visit Kia.com access to the same new Kia inventory listings and tools as the dealer’s website. Kia dealers can select their preferred certified digital retailing provider with a goal of offering customers one continuous journey from Kia.com to the dealership.

“With more than 54 million annual visitors on Kia.com, EasyBuy helps ensure the experience stays seamless from the moment they start researching on Kia.com to the moment they engage directly with a dealer,” CarNow vice president of OEM relations Roxanne Dersa said. “Dealers can maintain true choice in their digital retailing tools while customers can benefit from a connected path that doesn’t force them to start over when transitioning from one step to the next.”

CarNow serves as the central data conduit between Kia.com and participating digital retailing providers, the company said, by aggregating and synchronizing customer, vehicle and deal information across platforms.

EasyBuy seeks to provide each shopper with a path that stays connected no matter which certified provider the dealer uses.

Customers can start their research and deal building on Kia.com and continue on a participating dealership’s site without re-entering their information. All inputs — including trade-in details, credit information, preferences and payment calculations — follow the customer through the entire vehicle purchase journey.

Meanwhile, dealers can gain consistent, high-quality leads with complete deal insights, regardless of their chosen retailing platform, CarNow said.

“By aligning brand and dealer strategies, we can help keep customers engaged while giving retailers the flexibility to use the solutions that work best for their business,” CarNow vice president of product management Roman Vidrevich said. “Kia EasyBuy breaks that mold by giving dealers the flexibility they want and customers the continuity they expect, all while sharing data effortlessly across Tier 1, Tier 3 and in-store systems to deliver a truly modern buying experience.”