The strong shift towards e-commerce sales of goods in New Zealand was further accelerated by the emergence of the pandemic. In addition to consumers’ limited access to store-based retailers for certain periods of the year, sales were also supported by the expansion of e-commerce offerings.
Amazon Australia has expanded its reach in Australasia, and is now officially offering its services to customers in New Zealand. While the online marketplace launched in Australia in 2017, New Zealanders previously needed to purchase goods from the US marketplace, but can now benefit from access faster delivery times due to shipping from Australia’s warehouses.
Some retailers may be reluctant to move online due to lack of time and juggling other commitments such as payroll, accounts, marketing and a business plan. Smaller retailers may also struggle with the financial support required to invest in their own e-commerce site and feel overwhelmed with the task of creating a user-friendly platform.
The lockdowns in New Zealand resulted in the first user experience of e-commerce for many consumers, particularly from older generations, out of necessity during the lockdowns. New habits have been formed since then, and are likely to remain relevant over the forecast period; if a consumer has had a positive experience, either through finding a more competitive price online, ease of ordering or short shipping time, they are likely to return.
A number of trends are likely to remain relevant in New Zealand over the forecast period. While apparel and footwear e-commerce is set to record a positive performance over the forecast period as a whole, retailers must continue to develop their digital capabilities including utilising augmented reality for virtual “try-ons” to encourage consumers to purchase these goods online or reduce the likelihood of returns due to poor fit.
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Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.See All of Our Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
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