Consumer spending via connected car platforms is expected to reach $265 billion by 2023. To capture a bigger slice of the in-vehicle commerce market, original equipment manufacturers (OEMs) and their captives must create truly customer-centric experiences.

Historically, OEMs have personalized the in-vehicle experience with features like the ability to dial-in seat settings and set individual climate controls. But it’s time to rethink the slate of possibilities to enable in-vehicle, low-touch payments for gas stations, parking garages, quick-service restaurants and the like.

OEMs aren’t just competing within the auto industry—tech giants are already in the market with inexpensive, customer-centric solutions. The time for concepts, pilots and experiments is over. It's now time for OEMs to focus on capturing and maximizing customer lifetime value through connected commerce, with their auto finance captives as the enablers.

Business models to enable in-vehicle commerce

What business models can OEMs and their captives use to transform the vehicle into a payments platform? There are two to consider:

Proprietary model


  • sponsor platform via a wholly owned provider with a unique merchant ecosystem
  • deliver full connected-vehicle experience
  • capture the wins

Licensing model


  • sponsor platform
  • manage security, customer support and compliance


  • provide products, customer experience
  • capture transaction data

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Key capabilities can smooth the road ahead

To seize the opportunities in the connected commerce market, OEMs and their captives should assess and invest in a few key areas. Regardless of the business model chosen, these areas will affect their ability to service the market. OEMs pursuing the proprietary model will need all of these capabilities. Those adopting the licensing model can offload some capabilities to their partners and focus instead on security and data and analytics.

API enablement and integrations

APIs are the bridge that connects one product or service to another, and help OEMs gather real-time, 360-degree information for better customer value.

Partner onboarding

Low-friction, API-enabled onboarding processes help OEMs lead smart partnerships access new customer bases, income streams and reduce costs.

Data and analytics

Data fuels the connected commerce opportunity—and analytics enable OEMs to make the right offer, at the right price, for the right customer.


Payments-Platform-as-a-Service providers offer modern, scalable payments platforms at a competitive price so OEMs can focus on value-added services.

Wallet services

Customers expect convenience, control and safety. OEMs should strive for single sign-on capabilities, to meet these expectations.


Convenience must be balanced with security and privacy, such as tokenizing transactions so that data is not stored in the vehicle or its telematics.

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Mastering in-vehicle commerce can help automakers stay in the driver’s seat of mobility. At Accenture, we work with our OEM and auto finance clients to optimize business models for the future. Register to read our report—or reach out to our authors for more information.

Personalizing the in-vehicle experience means evolving from the role of a manufacturer to a provider of relevant and tailored customer experiences.

About the Authors

Cameron Krueger

Managing Director, Specialty Finance Lead

Brian Irwin

Managing Director – North America Automotive Lead

Casey Hughes

Senior Manager – Strategy & Consulting, Banking

Ryan Meagher

Senior Manager – Strategy & Consulting, Banking

Rahul Abraham

Management Consultant – Banking


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