Volvo has no eCommerce operations, and a lot of aftermarket eCommerce initiatives emerge at dealers and third party retailers. Without an own digital retail channel for the aftermarket, Volvo will have difficulties to support digital leadership strategy, it will risk losing business to other digital market players and it will not be able to support retail of software-activated service and offers, including OTA downloads. Therefore, Volvo initiated this pilot project implementing eCommerce, which will be a 1st step in creating global eCommerce retail operations. Markets selected for the pilot implementation are the UK, Netherlands and Norway.