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Snapshot of eCommerce in New Zealand

Online domestic spend growth outstripped international spend growth. Whether it was a weaker Kiwi dollar or a sign that local retailers were improving their online game, New Zealand’s domestic online spend grew at a promising 19% in 2018. This outstripped spend growth with international based retailers which slowed to 10% in 2018 from an impressive 23% in 2017.

To put this into context, the total retail spend in New Zealand grew by only 3% – whereas total online spend grew by 16%. In 2017 international transactions grew by 37% and then in 2018 they only grew by 6% – a notable slowing in growth for international. The number of domestic transactions, on the other hand, grew by a very healthy 16%.

Another encouraging sign in 2018 was the domestic basket size, which grew from $115 in 2017 to $118, trumping the international basket by a whopping $42. 

Other economic factors came into play in 2018, particularly the Buy Now Pay Later (BNPL) trend which is encouraging an avid shopping culture – particularly amongst younger shoppers.

Fashion iconFurniture iconFood Beverage icon

Clothing and Footwear, Homewares &

Electronics and Food, Groceries & Liquor

were the fastest growing sectors

Key highlights of the year:

Key-Highlights
Total Online Spend Grew By
16
%
Bricks and mortar spend growth was
2
%
Domestic online spend grew by
19
%
International online spend grew by
10
%
Kiwis shopped

10
%
MORE IN 2018 (22 TIMES VS 20 TIMES IN 2017).
Domestic transactions grew by
16
%
While international grew by 6%
Department and Variety outperformed any other sector and accounts for
31
%
of all online spend
Regular shoppers are shopping more and accounted for
85
%
of spend and transactions
In clothing & footwear, more than

50
%
of spend was with domestic retailers - a reversal of 2017

 

Domestic online spend grew
twice as much as international spend

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Did you know
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Did You Know?

The five key reasons shoppers go online rather than buying at physical stores:

  • Easier/convenient to search and buy
  • Cheaper than in store
  • More choice
  • Easy to compare prices
  • Don’t like shopping in stores/malls

Source: NZ Online Shopper Survey 2018


Note: Total online spend in 2018 was $4.164b, representing a +16% increase


Note: Total online transactions grew in 2018 by +12% compared to 2017


Note: Transactions per shopper grew by +10% in 2018


Note: The average basket size grew by +4% in 2018


Note: Overall spend per shopper was up +14% in 2018

 

Continue to:   Who’s buying online?

 

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