Mobile e-commerce continued to record significantly higher growth in 2021 than top-line e-commerce sales growth in the country as a whole. At first, this might seem counterintuitive; with the pandemic forcing many individuals to work from home, keeping others confined to their residences due to concerns regarding health and safety, and limiting consumer mobility in general, there may have been expectations that online transactions made via laptops and desktops could have regained some share of overall e-commerce.
In line with the ever-increasing switch towards online shopping, retailers are looking to improve digital capabilities to enhance the user experience. This is particularly important for retailers of apparel and footwear due to the greater possibility of returning an item purchased online that is not suitable due to a poor fit or does not appear as on an e-commerce platform.
The BNPL space is becoming increasingly saturated in line with greater demand for more affordable ways to purchase goods online. Stockholm-based payments provider Klarna launched its “Pay in 4” platform in New Zealand in May 2021, allowing customers to pay for goods in four interest-free instalments.
To engage with younger consumer groups, many brands, particularly for fashion-related items, understand the importance of having a social media presence, communicating with followers via platforms such as Instagram to keep them up to date with new launches or utilising influencers. Marketing using short-form videos via TikTok, for instance, has gained significant momentum in New Zealand and attracts regular smartphone users who are exposed to different brands and products through the app’s homepage under its “For You” section, which makes suggestions that it thinks the consumer will like.
Mobile e-commerce is expected to continue to outperform e-commerce as a whole over the forecast period, as digitally-engaged consumers appreciate the convenience of conducting a range of activities on their smartphones. However, as the mobile app space becomes increasingly fragmented, competition will intensify to attract and retain customers.
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Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in New Zealand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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 DefinitionsThis report originates from Passport, our Mobile E-Commerce (Goods) research and analysis database.
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