You search everything else. Why not research who you’re buying from?
- Published On
- August 11, 2026
- Category
Choosing a restaurant. Booking a vacation rental. Finding a roommate. Deciding on the next show to binge.
For today’s consumers, researching before making a decision isn’t just a habit, it’s second nature.
A few taps on your phone can tell you almost everything you need to know before spending your money.
So why should buying a vehicle be any different?
A recent Cox Automotive study found that car buyers spend an
average of 16.5 hours researching vehicles online before making a purchase.
77% of shoppers use third-party listing websites during their search, while
83% begin shopping without a specific vehicle in mind.
While car buyers spend hours comparing makes, models, prices, mileage, economy, and features, they often spend little or no time researching the person selling the vehicle.
The internet has made it easier than ever to shop for a vehicle.
But whether you’re browsing an online marketplace, scrolling through social media, or searching a buy-and-sell website, it’s important to know who you’re buying from, not just what you’re buying.
These platforms make shopping easier than ever, but they also create opportunities for illegal, unregistered sellers to advertise vehicles alongside legitimate businesses.
Every year, OMVIC receives calls from consumers who have purchased from an illegal seller or through a private sale, as well as from people reporting suspected illegal sellers.
From January to June 2026 alone, OMVIC received 780 inquiries from consumers regarding private sales and suspected illegal sellers.
If you buy outside Ontario’s regulated marketplace, your consumer protections may be limited if something goes wrong.
Whether you’re buying from a dealership, a private seller, or someone you’ve found on social media, the answer isn’t to skip research altogether. It’s to research the seller just as carefully as you research the vehicle.
Before arranging a test drive or sending a deposit, take a few minutes to verify who you’re dealing with.
In less than a minute, OMVIC’s free dealer search tool lets you verify that a dealer is legally registered to sell vehicles in Ontario and review their compliance history, including previous convictions, licence suspensions, registration conditions, and other disciplinary actions.
The search takes less than a minute and can be done right from your phone.
Your best protection in buying your first set of wheels is by starting with OMVIC. Look twice, buy smart.