Automotive tyre manufacturers in Europe are focussing on electronic retailing (e-tail) to serve increasing customer preference for convenience and low prices, according to a new report published by Frost & Sullivan. Currently, tyre e-tail accounts for nearly eight per cent of the total tyre aftermarket in Europe. The report concludes that this figure will continue to rise as tyre manufacturers recognise the potential to access global markets through e-tail and invest in online sales and marketing tools to meet their growth objectives. Here Tyres & Accessories engages with the Frost & Sullivan data in order to better understand and begin to apply it to the current market context.