Online sales are expected to hit more than double the normal spending levels during key Christmas shopping peaks this year.
Overall local e-commerce spending is due to increase 6% year-on-year in the lead up to Christmas, according to Adobe’s Digital Index.
Paul Robson, Adobe’s Australia and New Zealand managing director, said bargain hunters will drive the surge.
“Cost-conscious consumers are looking for bargains and see online as the best source for these. More than 76% of Australian online consumers cited lower prices and good deals as the most important reason for shopping online, followed closely by the lure of free shipping at 49%,”Robson said.
“Price topped variety, availability, and convenience. Consumers used to see big box chain stores as synonymous with lowest price, but now online is just one big box.”
Online shopping events including local initiative Click Frenzy and America’s Cyber Monday are expected to drive spending to more than double the normal level this month.
“Adobe is predicting that the biggest online shopping day for Australia will be Green Monday, the second Monday in December, when we expect online sales to increase more than two and a half times usual levels,” Robson added.
Mobile shopping is also driving ecommerce with 22% of Australians admitting to shopping on their mobiles while in a store.
“Our data shows that Australians are looking for the best deal, no matter where it is in the world. If an Australian site is offering the best deal then people will buy from it.”