Where do Australians like to shop online?

Peter Terlato 16 January 2017

Shopping online

Aussies are some of the most impulsive online shoppers.

Trust is a key component for Australians making online purchases, as new data reveals traditional shopping retailers remain more popular than online-only competitors.

KPMG's 2017 Global Online Consumer Report found Australians' most recent online purchases were predominantly from a retailer's website (43%), while online-only retailers amassed about one third (36%) of the market. Manufacturer or brand's websites scored about one tenth (11%) of purchases, while a similar proportion (10%) went to other.

While these statistics may be a boon for traditional retailers, the report reveals Aussie shoppers are most keen to get the best price/promotion (38%), creating opportunities for online-only stores to take advantage of their lower-cost business strategy.

Persistent rumours suggest ecommerce giant Amazon is planning an expansion into Australia in 2017.

However, brand trust (22%) remains a potent influence for Australian shoppers.

Aussies make, on average, 16.1 online purchases per year, slightly ahead of the global average (15.4).

Aside from North Americans, Aussies are the most impulsive online shoppers. More than a third of Australians (35%) make same day online purchases, the second-highest conversion rate globally.

Australian and Kiwi's were least likely (14%) to provide product feedback, compared with other regions.

The overwhelming majority (92%) of online feedback and reviews were positive. The report suggests this is caused by social media competitiveness, bloggers whose reviews drive affiliate clicks and sellers who proactively solicit ratings from satisfied customers, skewing the potential for unbiased assessments.

Aussies most commonly used bank credit cards (75%) to complete purchases, followed by PayPal (54%), debit cards (32%), bank transfers (11%), gift cards (8%) and cash on delivery (3%).

Laptops and PCs (54%) were the most popular devices for Australians shopping online, while one third of respondents had no preference (33%) and smaller proportions used tablets (8%) and smartphones (5%).

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