Kiwi shoppers spent NZ$6.07 billion shopping online last year with 73 per cent making a purchase from a New Zealand-based business, according to data from NZ Post.

The postal service’s latest annual Market Sentiments report offers insights and comparisons on what online retailers and consumers expect from businesses moving forward.

NZ Post GM of business, Chris Wong (pictured above), said: “We are already seeing many physical retailers embracing a multichannel (omnichannel) approach to sales, focusing on providing seamless customer experiences – whether the customer is shopping online from a mobile device or physically in-store.”

The report highlighted that a retailer’s online store plays a “key role” in the research and decision-making process of a consumer leading to an in-store purchase.

About 40 per cent of online shoppers value where a business is based since it makes it easier to return a product if it’s not right and to receive faster delivery.

Likewise, retailers who embrace sustainable business practices are growing in importance for shoppers.

Wong added in a challenging economic climate, having an online and physical presence offers a “competitive advantage” for retailers.