<p>Digitalization is transforming the way products and services are acquired, giving e-commerce an increasingly relevant role. This research aims to assess the current state of e-commerce among automobile manufacturers and analyze whether there is a convergence between the digital strategies of traditional and emerging manufacturers. To this end, a qualitative methodology based on a case study method has been employed, comparing the digital sales platforms of two major manufacturers in the industry through a cross-sectional web content analysis conducted at a single point in time. The results show that e-commerce has a significant presence, although it is still in a developmental stage. In particular, traditional manufacturers face greater difficulties in digitalizing the sales process due to their dependence on automotive dealerships and the complexity of their offerings. Emerging manufacturers, on the other hand, provide a smaller range of digital services, but in a more integrated manner. Furthermore, it is observed that the strategic value of e-commerce lies not only in the online sale of vehicles, but also in its ability to serve as a gateway to more servitized, personalized business models linked to the after-sales relationship.</p>