Carwow is looking for dealers to invest in a crowdfunding move to help it expand.
This follows the announcement in August of a £25m strategic funding round led by Daimler.
So far the business has raised £55m from venture capital investors including Accel, Balderton, Episode 1 and Vitruvian.
Carwow said that following the Daimler round of investment it received requests from dealers to invest in its business.
The funding will be carried out through Crowdcube, and customers and partners will be able to invest from £10 upwards. Currently, 5% of new retail cars in the UK are sold via carwow.
James Hind, founder and CEO of carwow, said: “Following the recent announcement of Daimler leading our latest round, we had a number of partner dealers asking us if they could invest too, so we decided why not open up investment to them and to our customers.”