New Zealand online shoppers spent $4.7 billion on 20.6 million items in 2015. The data from Nielsen’s e-commerce report 2016 showed the number of shoppers grew by 4 per cent last year, with an additional 77,000 people taking part. This number is expected to grow to 2,140,000 online shoppers by the end of 2016.
The report said the 24/7 convenience of the web as well as price and value are the reasons cited most frequently by respondents for shopping online.
“E-commerce engagement has come of age,” said Tony Boyte, research director, Nielsen NZ. “Online expenditure by New Zealanders has reached $4.7 billion.”
While growth has steadied over the past year, said Boyte, the market has grown by 28 per cent since 2012.
Online shopping is dominated by five major categories – airline tickets, fashion, entertainment, accommodation and books. The top brand for Kiwi online shoppers is Trade Me with more than two-in-five (44 per cent) buying from their website. Trade Me is followed by Air New Zealand, The Warehouse, Mighty Ape and GrabOne.
“For retailers to attract consumers today, they need to put themselves in their shoppers’ shoes,” said Boyte. “Fast tracking the consumers’ experiences on their mobiles and allaying delivery concerns means online retailers could enjoy double digit growth over the year ahead.”
Boyte said online retailers should be optimising their mobile offering to stand out from the crowd and attract more customers. “Building trust and confidence in mobile device shopping and payment experience is critical. The prize of being able to ‘talk’ to consumers one-on-one, including location marketing is a strategy that will also push retailers into strengthening their mobile proposition.”