Mercedes, until now, has only run regional online sales projects (Photo: Mercedes)

Mercedes-Benz, which has been running a regional online sales program in Germany for several years, now offers customers across its entire home market the possibility of buying a car online.

The premium brand said a selection of preconfigured cars can be ordered through its online store at at www.online-store.mercedes-benz.de. Delivery of the vehicles is free of charge.

Daimler and Mercedes sales boss Ola Kaellenius said in a statement that the move is a response to customer demand. Customers "expect more and more digital information and interaction possibilities," he said. "With our nationwide Mercedes-Benz online store, we are now fulfilling this customer requirement and are taking a further step towards the sales of the future.”

Daimler said it is cooperating closely with its dealers. "Our own sales-and-service centers and authorized dealers profit directly from the online store and make contact with customers and interested persons in this way,” Kaellenius said.

Daimler started a pilot project for online sales in the Hamburg region in 2013. Since 2014, the carmaker has operated a regional online store in Warsaw. And the company's smart car subsidiary has sold cars online since December last year.