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Australia & New Zealand B2C E-Commerce Market 2014

  • August 2014
  • -
  • yStats - Global E-Commerce Intelligence
  • -
  • 68 pages

Australia and New Zealand rank high in B2C E-Commerce

Australia ranks among the top 5 countries in B2C E-Commerce sales in the Asia-Pacific Region. It has one of the most developed infrastructures, with Internet penetration reaching over 80% of the total population and ranking third in the region. High smartphone penetration in Australia contributes to strong growth rates of M-Commerce sales, estimated at double-digit percentage rates for the next three years. Close to 50% of the traffic to online shopping websites comes from mobile users.

In regards to product categories in online purchases in Australia, travel accounts for around a quarter of total B2C E-Commerce sales. The two most purchased physical product categories are electronics and fashion products, each accounting for over a 10% share of the total sales.

An important feature of the market is the high share of cross-border sales. Australian shoppers are among the most active worldwide in terms of buying from foreign online merchants. Imports account for over half of all online retail sales in the country.

The leading players on the Australian market are foreign names, such as Amazon and eBay, which are among the most visited websites in the country. However, local merchants are rapidly emerging. The number of local online stores has tripled in recent years, and traditional retailers such as Woolworths, Big W, Coles, JB Hi-Fi, Target and Harvey Norman have made their way to the top 10 most popular shopping websites.

Active online shoppers and an advanced infrastructure have allowed New Zealand to rank among the top 20 countries worldwide in B2C E-Commerce potential despite the island nation’s small population size. Internet connectivity is well adopted in New Zealand and over half of adult population buys online. B2C E-Commerce is a high one-digit percentage of the total retail sales in the country.

Proliferation of online shopping on foreign websites is a trend in New Zealand, with over one third of all sales generated across the borders. The growth rate of cross-border shopping outpaces local online sales.

Interestingly, a significant share of online retail market in New Zealand is held by specialized food, groceries and liquor, which according to some estimates are even ahead of consumer electronics and fashion in terms of market share. Online marketplace Trade Me is the most popular destination for online shoppers, followed by a major retailer, the Warehouse, which has recently increased investment in development of its online retail channel.

Table Of Contents

Australia and New Zealand B2C E-Commerce Market 2014
1.Management Summary

2.Global and Regional Comparisons
•Breakdown of Total Cross-Border B2C E-Commerce Imports of Top Six Markets Leading by Cross-Border B2C E-Commerce Imports, incl. Australia, in %, 2013e
•Internet User Penetration, in % of Population, by Selected Countries, incl. Australia and New Zealand, 2013
•Breakdown of Mobile Phone Ownership, by Smartphone and Non-Smartphone, by Selected Countries, in %, incl. Australia, 2013
•Mobile Shopper Penetration, in % of Respondents, by Selected Countries, incl. Australia, December 2013

3. Australia

3.1 Overview
•B2C E-Commerce Overview and Comparisons, 2014

3.2 Trends
•M-Commerce Sales, in AUD billion, 2012, 2013 and 2017f
•Breakdown of Daily Website Traffic in E-Commerce Category, by Device, in %, December 2013
•Product Categories Most Purchased via Smartphone, in % of Smartphone Owners, January 2014
•Share of Mobile Shoppers on Internet Users, by Smartphone and Tablet, in %, May 2013
•Breakdown of Total B2C E-Commerce Sales, by Domestic and Import, in % and in AUD billion, FY 2011-2012
•Average Order Value of Top Cross-Border Online Shopping Product Categories, in AUD, 2012
•Top Reasons to Shop Online from the US Online Retailers, in % of Cross-Border Online Shoppers, April 2013

3.3 Sales and Shares
•B2C E-Commerce Sales, in AUD billion, 2012 and 2013
•Monthly B2C E-Commerce Sales, by Pure-Play Online Retail, Multi-Channel Online Retail and Total, June 2013 - May 2014
•B2C E-Commerce Sales Forecast, in USD billion, by Comparative Estimates, 2013 - 2018f
•Share of B2C E-Commerce on Total Retail Sales, by Pure-Play, Multichannel and Total, June 2013 - May 2014
•B2C E-Commerce Market Size, in % of Traditional Retail Sales, 2012 and 2013

3.4 Users andShoppers
•Internet Penetration, in % of Individuals, 2009 - 2013
•Number of Online Shoppers, in thousands and in % of Internet Users, by Gender, Age Group and Total, 2012/2013
•Number of Online Shoppers, in millions, and in % Year-on-Year Change, 2011 - 2017f
•Main Reasons for Not Shopping Online, in % of Internet Users Who Do Not Shop Online, 2012/2013
•Breakdown of B2C E-Commerce Sales, by Product Categories, in % and in AUD billion, 12 Months to March 2013

3.5 Products
•Breakdown of B2C E-Commerce Sales, by Product Categories, in % and in AUD billion, 12 Months to March 2013
•Product Categories Purchased in B2C E-Commerce, in % of Online Shoppers, 2012/2013

3.6 Payment and Delivery
•Breakdown of Main Reasons to Get a Credit Card, incl. Online Shopping, in % of Credit Card Owners, 2013
•Breakdown of Main Usage of Credit Card, incl. Online Shopping, in % of Credit Card Owners, 2013
•Breakdown of Number of Online Payment Transactions, by Method, in %, 2012/2013
•Breakdown of Value of Online Payment Transactions, by Method, in %, 2012/2013
•Growth in Number of Online Payment Transactions, by Payment Method and Total, in %, 2012/2013
•Growth in Value of Online Payment Transactions, by Payment Method and Total, in %, 2012/2013
•B2C E-Commerce Delivery Trends, 2014 and Value of Courier Pick-Up and Delivery Services Market, in AUD billion, 2012/2013 and 2013/2014f

3.7 Players
•Overview of B2C E-Commerce Players, 2014
•Top 10 E-Commerce Websites by Unique Visitors, in Thousands, Active Audience Reach, in %, and Time Spent per Unique Visitor, December 2013
•Most Visited Shopping Websites, by Unique Visitors, in thousands, January 2014

4. New Zealand

4.1 Overview
•B2C E-Commerce Overview and Comparisons, 2014

4.2 Trends
•Share of Mobile Device Owners Who Purchased Physical Goods via Mobile, by Smartphone and Tablet, in %, 2013
•Share of Mobile Shoppers on Online Shoppers, by Smartphone and Tablet, in %, July 2013
•Share of Cross-Border B2C E-Commerce Import on Total B2C E-Commerce Sales, in %, 2011 - 2013
•Breakdown of B2C E-Commerce Sales, by Domestic and Cross-Border Import, in %, 3 Months to April 2014
•Breakdown of Cross-Border B2C E-Commerce Import, by Country of Purchase, in %, 2013
•Breakdown of B2C E-Commerce Sales, by Regions, in %, 12 Months to April 2014

4.3 Sales and Shares
•B2C E-Commerce Sales, in NZD billion, 2011 - 2013e and 2017f
•B2C E-Commerce Sales, in NZD billion, 2012 - 2014f
•B2C E-Commerce Sales, in NZD billion, by Comparative Estimates, 2013
•Share of B2C E-Commerce on Total Retail Sales, 2013e

4.4 Users andShoppers
•Internet Penetration, in % of Individuals, 2009 - 2013
•Online Shopper Penetration, in % of Adult Population, 2009 - 2013
•Number of Online Shoppers, in millions, 2012 and 2013

4.5 Products
•Breakdown of B2C E-Commerce Sales, by Product Categories, Excl. Travel, in %, 12 Months to April 2014
•Breakdown of B2C E-Commerce Sales, by Product Categories, Incl. Travel, in %, 2013
•Product Categories Purchased in B2C E-Commerce, in %, 2013

4.6 Payment and Delivery
•Share of Individuals Who Paid for Purchases Online, in %, 2012

4.7 Players
•Top 10 E-Commerce Websites by Average Monthly Unique Audience, in thousands, 2013

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