Newsroom Articles

All-new and improved website solution, TAdvantage, now available to automotive retailers across Canada following major upgrades to TRADER’s technology stack

Toronto, ON (February 7, 2019) – TRADER Corporation announced today the release of the all-new and improved TAdvantage, the company’s flexible and intuitive dealership website solution designed to drive optimal consumer engagement and create website experiences that are truly unique.

The launch of the new fully customizable website platform comes as a result of TRADER’s vision to bring innovation in-house and to be adaptive and responsive to feedback from customers across Canada.

The innovation roadmap begins with TRADER’s dealer partners.

“We listened to feedback from hundreds of customers nationwide about the challenges they experienced with our third-party website platform, and invited them to share their thoughts on what our new technology solutions should encompass,” said David McMinn, Chief Operating Officer at TRADER. “By bringing these technologies in-house and building the new TAdvantage from the ground up with our customers’ needs in mind, we are delivering more rapid innovation and the most advanced, Canada-first website solution in market.”

The new TAdvantage was built by Canadians, for Canadians. It features superior technology, improved performance reporting and analytics, enhanced personalization functionality, and advanced integration with digital advertising campaigns. It is a cohesive solution that is engineered to optimize the entire consumer journey from Marketplace to digital ads to websites.

A growing product innovation team and Canada-first technology stack.

Organizations evolve over time and the ones who truly care about their customers’ needs adapt to changing market realities. TRADER has made significant investments in building, acquiring and engineering its technology stack and product solutions to ensure every aspect is driven by Canada’s unique automotive market needs.


Technology innovation hubs in Canada


Digital product experts


Talented developers


Digital and automotive professionals

The new TAdvantage is backed by the flexibility and security of the WordPress open-source platform and is responsive across all devices including desktop, mobile and tablets. Major innovations include website personalization, dynamic finance calculator on the Vehicle Details Page (VDP), real-time website customization, and flexibility to build custom landing pages. Future iterations of the website platform will also include integration with Instant Cash Offer, a new online tool that generates certified vehicle valuations for consumers looking to sell or trade-in their vehicles, and connects dealers directly with these pre-qualified consumers.

To ensure long term, sustainable traffic growth to dealership websites and inventory, TRADER has developed a premium Search Engine Optimization (SEO) solution that is fully integrated with the new TAdvantage. The SEO solution brings authority to the dealerships brand identity online through content creation, local optimization and in-depth SEO audits conducted by channel experts.

TRADER’s live Chat solution is also available on TAdvantage dealership websites, enabling automotive retailers to leverage conversational commerce throughout the consumer journey. This will allow retailers to further engage with consumers and shorten the time car shoppers typically spend inquiring about inventory and dealership-related information, helping to improve their car buying experience and get them into the dealership sooner.

TAdvantage is also integrated with TRFFK, the market leading digital advertising solution that enables retailers to advertise their dealership and inventory across major Canadian media channels and seamlessly integrate creative and content to promote their brand.

Say hello to better with the all-new TAdvantage and 1-SOURCE.

The new TAdvantage website platform is accessible through TRADER’s new inventory management system, 1-SOURCE. Much like TAdvantage, 1-SOURCE was built from the ground up with Canadian automotive retailers’ needs in mind and engineered to optimize workflows and deliver better performance results. It is a single sign-on solution for all TRADER products, and features faster and all-new customization capabilities, enhanced usability, and sophisticated functionality – all designed to make dealers’ lives easier and more efficient.

TRADER’s new TAdvantage website platform is focused on speed of innovation and prompt customer feedback adaptation – all clearly linked to Canadian dealer and consumer needs. The new Canada-first, next generation website solution is now available to automotive retailers across Canada.

For more information on the new TAdvantage, visit:


About TRADER Corporation
TRADER Corporation is the leading digital marketing partner for Canadian automotive retailers and manufacturers. With over 16 million visits a month and more than 4.1 million mobile app downloads, TRADER’s automotive marketplace – – is the #1 source for all things automotive in Canada. The company offers retailers and manufacturers access to a robust audience of new and used car shoppers, best-in-class digital advertising, website and software solutions, and rich data insights.

For more information, visit:

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Media Inquiries
Michelle Saraceno
Senior Manager, Communications Strategy
TRADER Corporation |
416.784.5200 ext. 3599