Cox Automotive has developed an omnichannel digital retail platform that allows complete online transactions on sellers’ sites and third-party marketplaces simultaneously, the company said Monday.

This allows retailers to provide full ecommerce capabilities on their own website while at the same time allowing direct purchase via Autotrader and Kelley Blue Book.

Among the retailers using Cox’s omnichannel platform is Hertz, which utilizes the company’s unified infrastructure to offer complete online purchasing on both HertzCarSales.com and through Autorader.com.

“Cox Automotive enables us to deliver on our promise of making car buying easier, whether customers shop on our website, at our Hertz Car Sales locations, or through partner channels,” said Jeff Adams, executive vice president of Hertz Car Sales, in a news release.

“Their technology creates a consistent, transparent experience while their operational infrastructure ensures we can scale efficiently,” Adams said.

While the company declined to specifically name other retailers using the omnichannel services, Cox Automotive provided context to Auto Remarketing as to the breadth of those using the platform.

“The way we’ve deployed our omnichannel capabilities has varied to align with unique client strategies, desired customer experiences and intended business outcomes,” said Jessica Stafford, who is senior vice president of consumer solutions at Cox Automotive, in emailed comments.

“Over a dozen retailers use our single channel ecommerce capability and over a 100 use our omnichannel deal making solutions,” she said.

In the news release, Stafford called the launch, “the omnichannel platform the automotive industry has been waiting for.”

She adds: “This isn’t website software or a marketplace listing service, it’s a true e-commerce platform that handles the complexity of the entire car-buying transaction across every digital touchpoint and in-store. As the only company that owns both the technology platform and the marketplaces, Cox Automotive can deliver seamless automotive retailing everywhere consumers want to shop.”