A recent industry study shows that residential customers are increasingly purchasing HVAC equipment online, signaling a continued shift in how homeowners approach system replacement and installation decisions. While contractors are more likely to view this trend as an opportunity rather than a threat, it is steadily reshaping the traditional sales and service model.

The study, which analyzed contractor survey data from 2021 through 2025, found that a growing number of contractors report customers are buying equipment online more frequently. Many contractors also say the trend has had little to no impact on their business so far, while others see both positive and negative effects depending on how their operations are structured.

Industry experts often refer to this shift as the “Amazon Effect,” where homeowners expect more transparency, convenience, and control during the purchasing process. Contractors who adapt by strengthening their digital presence and positioning themselves as trusted advisors may be better positioned to capture customers earlier in the decision-making process.

Experts also note that online purchasing can reduce contractor control over system selection and design, which may lead to issues with sizing, equipment compatibility, or code compliance if installations are not properly evaluated. However, many emphasize that contractors remain essential for system expertise, installation quality, and long-term service.

The study also found that while more contractors are purchasing equipment online themselves, wholesalers and distributors continue to be the primary source of HVAC equipment. Industry experts expect that relationship to remain strong, even as digital purchasing tools become more common.

Overall, the trend suggests a continued shift toward hybrid purchasing behavior, where equipment sourcing becomes more digital while contractors maintain a central role in system design, installation, and customer guidance.

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