Editor's Note: An earlier version of this story understated the number of visitors to Kijiji each month and suggested dealers list on the site for free. Kijiji gets five million visitors per month and dealers pay for listings.
The internet, preferred entry point for the vast majority of vehicle buyers, has turned third-party auto-shopping sites into a fiercely competitive arena.
In the United States, CarGurus.com has eclipsed AutoTrader.com to become the number-one site in terms of traffic, with 23 million unique visitors a month.
CEO Langley Steinert, co-founder of online travel agent TripAdvisor, has similar ambitions for Canada, where the Canadian version has grown to 800,000 unique monthly visitors since going live in 2015.
AutoTrader Canada (not affiliated with the U.S. entity) would not provide comparable site metrics, which it considers proprietary. A spokesman said via email it is Canada’s largest automotive market-place, with more than 400,000 live listings and growing.