We pulled every published pricing page, terms-of-service, Wayback capture, and dealer review we could find for the providers independent dealers actually use — and put them next to ours. Advertised price is the number on the homepage. Realistic all-in is what dealers report paying once the modules they need get added. Published prices link to each provider's own page; quotes and dealer-reported figures link to where we found them. If we couldn't source a number, we left it out.
New to this and just want the lay of the land? Start with what a dealer website actually costs in 2026 — the four price bands, the twelve-month totals, and the fees that never make it onto a pricing page. Already decided to leave your current provider? How to switch dealer website providers without going dark is the step-by-step.
"Starting at" and "request pricing" are where the money hides. Here's the same feature set — website, inventory, leads, Craigslist, pre-qual, edits — priced the way it actually bills.
| Provider | Advertised entry | Realistic all-in for a Growth-equivalent stack | Setup | Contract & refunds |
|---|---|---|---|---|
| AutoCorner | $29 / $49 / $79 by inventory cap (≤15 / ≤35 / ≤200) | $49–$79 — features are flat, but 8 templates, 200-car hard cap, no self-serve, no trial. Was $99/mo in mid-2023 (Wayback, Jun 2023). | $0 (legacy articles still cite $29) | Month-to-month; refunds "case-by-case" |
| Dealer Car Search | Not published — quote only (one dealer reports $250/mo on DealerRefresh) | ~$250 base + SEO / texting / AI / photo upsells, all quote-only; one Capterra reviewer reports a "200% increase in price per month" after asking about features | Not published | Auto-renewing Order Form; cancel only 30 days before renewal; "In no event will we issue any refund of fees"; remaining-term fees accelerate on breach |
| AutoManager | $70/mo "starting" (WebManager) | $250–$400: Selly CRM $140 for texting + PowerSEO $70 + reputation $120 + hi-res photos $10–50 per lot (add-on price sheet, Wayback Jan 2022; today the add-ons are "call") | Not published (managed setup is the paid Web+ module) | "All charges are non-refundable unless expressly stated otherwise" (online service agreement); "All sales are final and no refunds will be given" (refund policy); price "may change without prior notice"; monthly plans need one month's written notice to cancel |
| Carsforsale.com | $99/mo flat | $99 — genuinely the best value in the field, and it includes marketplace exposure. But Capterra reviewers call the sites "dated," "generic," and "restrictive," and BBB complaints cite hard-to-cancel billing and domain releases reviewed only quarterly. | $0 | Month-to-month, published |
| DealerCenter (site module) | $99/mo site | $348–$374: site $99–125 + Deal Driver $50 + Prequal Pro $50 + Ad Post $50 + CRM Plus $99 — on top of the $99 DMS (all on their pricing page) | None listed | Term auto-renew; fee increases on 30 days' notice; your data retrievable only 30 days post-term, only if paid in full |
| V12 Software | "Request pricing" (archived $99 / $199 / $299, Wayback Nov 2023) | $99–$299 + "Power Packs" at $250/week (same capture) | $0 | Refunds: "Absolutely, Definitely None." Cancel by email only. BBB rating D-. |
| Shopframe Lite | $29/mo — published | $29/mo all-in. The same site: every design, inventory + financing + trade-in pages, leads inbox with instant alerts, CSV import, ad builder, window stickers, sales ledger. Up to 15 units, self-serve only (no done-for-you edits). Bring your own domain. | $0 | None. Cancel anytime. |
| Shopframe Starter | $149/mo — published | $149/mo all-in. Full site, 4K photos, leads inbox with instant alerts, CSV import from any DMS export, VIN quick-add, payment calculator, Craigslist & Marketplace ad builder, window stickers, sales ledger, unlimited DIY edits. Up to 50 units. | $0 (built automatically at sign-up; white-glove migration optional at $999, free on annual) | None. Month-to-month. Cancel from your account, keep your domain and your data. |
| Shopframe Growth | $299/mo — published | $299/mo. That's the whole bill. Everything in Starter + unlimited units, AI descriptions, unlimited edits done for you in 48h. Not built yet, on any plan: branded email, syndication to the big car marketplaces. (The Facebook & Instagram inventory ads feed is already on every plan.) | $0 (white-glove migration optional at $999, free on annual) | None. Month-to-month. Cancel from your account, keep your domain and your data. |
Terms-of-service language and dealer reviews, quoted directly.
✓ included · $ paid extra · ✗ not offered · ~ partial or manual · ? not measured or not published
| Feature | AutoCorner | Dealer Car Search | AutoManager | Carsforsale | DealerCenter | Shopframe |
|---|---|---|---|---|---|---|
| Published all-in pricing | ✓ | ✗ | ~ "starting at" | ✓ | ~ modular | ✓ |
| No contract, no refund trap | ✓ | ✗ | ✗ | ~ (published yes; reported no) | ✗ | ✓ |
| Edge-hosted | ? not measured | ? not measured | ? not measured | ? not measured | ? not measured | ✓ Shopframe is served from Cloudflare's edge |
| Non-clone design (per-dealer copy) | 8 templates | ~ "customizing is limited" | $ Web+ | ~ | ~ templates | ~ 4 vibes, 12 palettes, your own tagline, about text and selling points; a vibe's default wording is shared by every dealer on it until they rewrite it |
| Payment calculator / digital retailing | ✓ | $ Payment Genie | ✓ | ✓ | $50/mo Deal Driver | ~ payment calculator, all plans; no online deal-building |
| Soft-pull / pre-qual | ✗ | $ + 700Credit contract | $ credit module | ✓ | $50/mo Prequal Pro | ~ financing inquiry form, no credit pull · every plan |
| Trade-in estimator | ✗ | $ | $55–70 KBB/JDP | ✓ | $ | ~ trade-in form on every plan; the dealer can switch on a rough range from age, mileage and condition (no KBB or J.D. Power data) |
| Craigslist auto-post + scheduler | ✓ + per-ad fee | ✓ $6/vehicle | ~ Windows-only utility | ~ manual | $50/mo Ad Post | ~ ad builder (copy-paste ad, form fields and your photos), all plans · auto-posting not built yet: it needs Craigslist to grant bulk-posting access |
| Facebook Marketplace | ~ page posts | ✓ | ✓ desktop utility | ~ extension | $ | ✓ listing kit · plus a Facebook & Instagram inventory ads catalog feed for your own Meta ad account, all plans |
| Window stickers | ✓ | $45/100 guides | ✓ | ✓ | ✓ | ✓ every unit, all plans |
| AI vehicle descriptions | ✓ | $ | ✓ | ✓ | ? | ✓ Growth ($19 on Starter) |
| AI chat assistant on your website | ? no chat or assistant product found on autocorner.com (probed 2026-09-10) | ~ Website Texting — a human texting widget, not an assistant; price not published | ? the "Live Chat" on automanager.com is their own support chat, not a product for your site | ? not published — their site blocks automated reads, so not verified either way | ? same — the "Live Chat" on dealercenter.com is their support chat | ✓ every plan — answers shoppers from your live inventory, English and Spanish, and never quotes a payment, a rate, an approval or a trade value |
| Managed SEO + reporting | ✗ | $ two tiers | $70/lot PowerSEO | ~ | $ | not built yet |
| Reputation / reviews | ✓ free slider | $ | $120/lot | ~ | $ | ✓ reviews on site (you paste them in); Google Business Profile publishing not built yet |
| Branded email on your domain | ✓ 5 boxes | ✗ | ✗ | ✗ | ✗ | not built yet |
| Email campaigns to your own lead list | ✗ mailboxes and lead alerts only | $ Automated Email Marketing, separate product, price not published | $ inside $140/mo Selly CRM | ~ 1:1 follow-up (RapidReply, AI Follow-Up Agent) — no list campaign advertised | $199/mo CRM Pro (Campaign Marketing) | ✓ every plan — 250 sends/mo on Lite up to 15,000 on Pro |
| Sales ledger / gross rollups | ✗ | $ via CRM/DMS | $ DMS | ✓ DMS | $ DMS | ✓ all plans |
| Unlimited edits done for you | ✗ | ✗ | $ Web+ | ✓ | ✗ | ✓ Growth 48h · Pro same-day |
| Keep your DMS (Frazer, DealerCenter…) | ✓ | ✓ Frazer only | own DMS | ✓ | own DMS | ✓ CSV import from any DMS export, all plans · plus automatic sync from an HTTPS/CSV feed URL on a schedule you set — no legacy FTP |
| Two-way texting inbox | ~ a "Text Us" tab the shopper starts, not an inbox | $ Website Texting, price not published | $140/mo Selly | ✓ | $99/mo CRM Plus — 2,000 texts in or out; 4,000 on CRM Pro at $199 | ✓ every plan, no Shopframe charge — you connect your own Twilio number and Twilio bills you for it. Replies only, and a Shopframe-supplied number is not switched on yet |
| Native mobile app / VIN scan | ✓ iPhone + Android (no VIN-scan claim) | ✓ | ✓ | ✓ | ✓ app with VIN scan | ~ camera VIN scan on every plan (the door-jamb barcode, or a photo of the VIN plate, held to the VIN’s check digit; on a boat lot it reads the HIN plate instead) in a Site Manager that installs to a phone’s home screen — but there is no app-store app |
| Spanish site on its own indexable URLs (what that means) | ? not advertised | ? not advertised | ? not advertised | ? not readable | ? not readable | ✓ every plan, on by default |
| Non-car lots (RV, powersports, marine) in their own vocabulary | ? not advertised | ? not advertised | ? not advertised | ? not readable | ? not advertised | ✓ 4 lot types, every plan — live boat demo |
AutoCorner or Motorcar Marketing ($29–$49) — a 10–15 car lot that needs a web presence and nothing else. Honestly fine. You'll outgrow it the day you want a leads pipeline, trade-in and pre-qual forms, or edits done for you.
Carsforsale ($99) — the marketplace exposure is real. Keep it if it's sending you buyers. Put a real storefront in front of it.
Dealer Car Search / AutoManager / DealerCenter ($250–$500 realistic) — you're paying 2020 prices, module by module, on auto-renewing contracts. This is who Shopframe is for.
Frazer dealers — Frazer has no website product and steers you toward a Dealer Car Search contract. Keep Frazer ($129/mo), add Shopframe from $149: $129 + $149 = $278/mo, no lock-in. Import your Frazer inventory export as a CSV, or point Shopframe at an HTTPS/CSV feed URL and it syncs on the schedule you set — no certified Frazer integration is claimed.
From $29/mo all-in (Lite, up to 15 units) · Starter $149 · Growth $299 · Pro $499. Design your site in two minutes, see the whole bill before you commit, and go live the moment you pay. $0 setup. No contract. Your domain stays yours.
Build my site & see my price →