In 2021, Australia mobile e-commerce sales continued to record significantly higher growth than top-line e-commerce sales in the country. At first, this might seem counterintuitive; the pandemic forced many Australians to adopt remote working measures, while others remained at home due to health and safety concerns, limiting consumer mobility in general.
Rapid video formats found on social media platforms are no longer known just for viral dance challenges, with creators now using platforms such as TikTok to discuss a range of important subjects, including campaigning for change. The company is also poised to challenge the likes of other global social media platforms such as Facebook and Instagram by introducing new features to its app to help it springboard into mobile e-commerce.
The rise of super apps that emerged in Asia through the likes of Grab, WeChat and Alipay, which offer a wide range of deals and convenient services which are important to many consumers via a single digital interface, is closing the gap between banking and shopping. The Commonwealth Bank is now integrating retail offers into its mobile banking app in Australia, to develop a new generation of integrated consumer experiences.
With the pandemic forcing a higher number of Australians than ever before to turn to e-commerce for their shopping needs, and with individuals across age groups spending greater time on their smartphones, sales growth of mobile e-commerce exploded in 2020 and 2021. As Australians start to embrace living in a post-pandemic environment, some sort of normality is likely to resume as consumers once again return to store-based retailing, resulting in slowing growth for mobile e-commerce from 2022 onwards.
With companies keen to target the potentially lucrative consumer market of Generation Z, many are now looking for ways to utilise short video social media platforms such as TikTok to reach this audience. For example, hair care brand Schwarzkopf utilised TikTok to drive awareness in Australia and boost sales amongst target consumer demographics.
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Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Mobile E-Commerce (Goods) industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Mobile Internet Retailing includes sales through mobile devices such as smartphones and tablets. Please note that these sales are also included in the Internet Retailing Channel. Mobile Internet Retailing is also known as m-commerce.See All of Our Definitions
This report originates from Passport, our Mobile E-Commerce (Goods) research and analysis database.
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