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Where are they buying from?

Where are buyers located?

Customers in the big metros continue to dominate purchases with Auckland, Wellington and Christchurch regions contributing over 60% of all online spend. This is in line with 2017’s figures and predictably, Auckland leads the nation’s online share of spend and also has the biggest basket size of $110. 

Elsewhere, we saw the highest growth in online purchases coming mostly from the South Island: Marlborough (19%), Otago (14%) and Southland (14%).

Online spend from the Waikato region grew by 20% – perhaps reflecting the continued rise in population and prosperity in the golden triangle between Auckland, Hamilton and Tauranga. 

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65% of shoppers say 
they would 
prefer to shop from a new zealand website.

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Spend 2018 icon
Spend 2018
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Transactions
Basket size icon
Basket size
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Spend Growth
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Transaction growth
Northland 142m 1.5m $97 18% 6%
Auckland 1,528m 13.9m $110 14% 11%
Waikato 372m 3.9m $96 20% 14%
Bay Of Plenty 234m 2.4m $98 17% 11%
Taranaki 127m 1.2m $105 17% 14%
Gisborne 35m 0.3m $106 23% 14%
Hawkes Bay 123m 1.3m $97 14% 13%
Manawatu-Whanganui 172m 2m $88 19% 13%
Wellington 504m 4.8m $104 15% 12%
Tasman 44m 0.4m $98 11% 9%
Marlborough 40m 0.4m $92 21% 19%
Nelson 42m 0.4m $95 16% 10%
West Coast 28m 0.3m $84 16% 7%
Canterbury 488m 5.5m $89 15% 11%
Otago 207m 2.2m $94 21% 15%
Southland 76m 0.9m $89 20% 14%
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Did you know
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Did You Know?

Customers say they prefer to purchase from New Zealand based websites, but the reality is they are looking around for the best range of products and prices. Asked where they made purchases from in the last three months, shoppers said:

  • New Zealand websites (77%)
  • New Zealand marketplaces e.g. Trade Me, NZSale, Onceit (49%)
  • Overseas websites (47%)
  • Overseas marketplaces e.g. Amazon, Alibaba (43%)

Source: NZ Online Shopper Survey 2018

Where are they buying from?

While it’s heartening to see domestic spend growing at 19%, international retailers still received a substantial share of the New Zealand wallet with 50% of shoppers purchasing from China, 46% from Australia, 42% from the US and 35% from the UK in the last year. Fifty per cent of people purchasing from international retailers said they purchased from marketplaces such as Alibaba, eBay, Wish and Amazon.1

However, the positive news is that there is good support for domestic merchants: 65% of shoppers say they would prefer to shop from a New Zealand site, given the choice. Top reasons cited are trust and a desire to support local business.2

Domestic marketplace shopping is another trend on the rise, with sites such as Trade Me, NZSale and Onceit combining to make the category a very competitive sector.

But it’s still very competitive out there and Kiwi shoppers are highly motivated by price and range – the two big challenges for many New Zealand retailers. 

All the same, Kiwis are increasingly happy with the level of service they receive from New Zealand online retailers with 88% reporting satisfaction compared to 66% satisfaction from overseas sites.2 

We believe this is a real opportunity for New Zealand businesses to build on.

 

1. Source: Cross-border eCommerce Shopper Survey 2018, Country report – New Zealand (December 2018), International Post Corporation
2. Source: NZ Online Shopper Survey 2018


Source: Cross-border eCommerce Shopper Survey 2018, Country report – New Zealand (December 2018), International Post Corporation

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Did you know
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Did You Know?

Shoppers feel more satisfied when buying directly from New Zealand websites (88%) and marketplaces (81%) than buying from overseas based websites (66%) or marketplaces (55%). This is a point of difference that New Zealand based online retailers can turn into a real competitive advantage.

Source: NZ Online Shopper Survey 2018


Note: In 2018 international grew by +10% and Domestic by +19% compared to 2017

 

Source: Cross-border eCommerce Shopper Survey 2018, Country report – New Zealand (December 2018), International Post Corporation


Source: NZ Online Shopper Survey 2018


Source: NZ Online Shopper Survey 2018

 

Continue to:   When are they buying?

 

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