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Shoppers moving online

Sarah Putt, Contributor. 25 June 2019, 4:01 pm

Online retail may only make up 9% of all retail spending in New Zealand, but it is where the most interesting growth is occurring, with the annual rise in online sales at 16%, compared to total retail sales growth of 3%.

That's according to the second annual survey of online retail trends by NZ Post, the 2019 NZ eCommerce Review, published this week. The report, which looks at 2018 data, mixes stats about online shopping with tips on how to sell effectively online, and is clearly aimed at informing New Zealand retailers - large and small - about how to win online.

The stats in the report show that creating an effective online presence can reap rewards and that Kiwi shoppers are happy to buy from local websites. Here are some headline stats worth noting:

  • 1.8 million Kiwis shopped online in 2018, 44% of whom were regular online shoppers (at least once a month)
  • The average basket size for NZ websites is $118 (up from $115 in 2017, and $42 more than overseas sites)
  • 40% of those aged under 30 years old shop online
  • 43% shop using smartphones, with younger shoppers more inclined to use their mobile over their PC, and these mobile shoppers are influenced by social media
  • Of the various age brackets, it is those aged 30-44 years old that shop online the most

The five reasons consumers say they go online are - an easy experience, the cheapest price, a greater range of goods, an ability to compare prices, and many just don't like shopping at malls and stores.

The report's findings are in tune with the rise in food delivery services such as My Food Bag and Uber Eats. The latter in particular is popular with so-called millennials. When you think about how technology has changed eating habits over the past 100 years it's a kind of evolution of laziness - from the generation that grew its own food and cooked at home (pre baby boomers), to the generation that bought their food at the supermarket and cooked at home (baby boomers), to the generation that dined out (Generation X), to the generation that now dines at home (Millennials).

In any case, if you're a retailer, this is a great resource to find out more about how to maximise your online presence. For example, you may be interested to know that online event days like Cyber Monday, Singles Day and Black Friday - which all originated in either the US or China - are also popular here, with 44% of those who purchased online during these event days reporting that they bought more than they normally would. Also, the busiest day for online shopping is Tuesday.

You can read the full report here


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