Study: Australia Falling Behind In Global Ecommerce Market
Rakuten Marketing has today launched the second edition of its ‘APAC State of e-Commerce’ report, revealing some surprising insights into Australia’s online purchasing habits, and comparisons to our Asia-Pacific neighbours.
The report delves into the online shopping behaviours and preferences of 500 consumers in each of the nine key markets within APAC – Australia, China, Hong Kong, Singapore, South Korea, Malaysia and New Zealand. This is the second year the report has been conducted with results from Japan and Indian markets added in 2019.
Findings reveal Australia lags behind in the global e-Commerce space. Only 36 per cent of total shopping is transacted online in Australia, considerably lower compared to the average 47 per cent seen throughout the rest of APAC.
Commenting on the findings, Rakuten Marketing managing director of international Anthony Capano said: “eMarketer is forecasting global e-commerce to exceed $3.5 trillion by the end of the year, and of this, the Asia-Pacific region will drive 64 per cent of all retail sales. The APAC market, including Australia, presents a wealth of opportunities for brands and retailers looking to enter the region.
“The findings of this report will assist brands and marketers in developing a deeper understanding of the nuanced behaviours of consumers within APAC and help identify new opportunities. We hope this report helps businesses make more informed decisions on how to best grow and operate within the region.”
Of the Australians making online purchases, transactions are primarily taking place on desktop (50 per cent), followed by mobile (36 per cent) and tablet (14 per cent). The research proves Australia as an outlier to the rest of APAC, with mobile purchases accounting for the largest portion of total online sales, averaging 45 per cent across the rest of the region.
High shipping costs were revealed to be the number one contributor holding Australians back from online shopping. Up 14 per cent from last year, 52 per cent claim this is a major deterrent alongside concerns over returning items (27 per cent), lack of payment security (22 per cent) and website legitimacy (22 per cent).
When deciding where to shop, both Australian and APAC consumers as a whole are mainly driven by price-point (81.3 per cent and 80.9 per cent respectively). Other key factors encouraging Australian consumers to purchase online include variety of products on offer (63 per cent), delivery times (55 per cent), and website usability (50 per cent). Twenty percent of consumers are influenced by the availability of vouchers & promotions, and 16 per cent by the availability of cashback and rewards.
Additionally, the majority of online purchases are being spent on travel (14 per cent), groceries and household goods (12 per cent) and female fashion (10 per cent).
Of particular interest to marketers, online search proved to be the most popular method of brand discovery with 77 per cent of respondents stating as preference, followed by family and friends (35 per cent) and social media (27 per cent). Surprisingly, Australian consumers also revealed they discover new brands via deal and coupon sites (15 per cent) and cashback and reward sites (9 per cent).
Once connected with a brand, Australians choose to engage primarily via Facebook (29 per cent), followed by email (28 per cent) and Instagram (20 per cent). Interestingly, a mere 3 per cent of Aussies engage with brands via Snapchat.
Latest News
History Has Arrived: It’s The Cairns Crocodiles Inaugural Shortlist
Pen the acceptance speech and ready your best thongs and muumuu, because the Cairns Crocodiles shortlist has arrived.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.
Stay In The House From Up! Airbnb Introduces Icons
Airbnb is now letting people stay in "iconic" places that sadly doesn't include the house from Silence Of The Lambs.
Changing The Conversation: The Role Of Media In Ending Violence Against Women
Governments are finally waking up to the DV crisis. Here, B&T chats with Jasmin Bedir on the role media can play.
“If You Want To Listen To Something Else, Go For It”: Fifi Box On Blocking Out The Noise & Focussing On What Works
No one is at the coal face of Melbourne radio like Fifi Box. Here, she chats with B&T without coughing up a lung.
Spotlight On Sponsors: Ferrari Signs Landmark New Title Sponsor
B&T continuing our series on sports sponsorships. And, yet again, there's little good news for the ten pin bowlers.
Choose A Path Less Trodden This Cannes In Cairns
Not since Wonka opened the factory has there been such a hot ticket in town. Here's how to make the most of Cairns.
Cannes In Cairns MC Keeva Stratton Shares Her Top Session Picks
Quip boss calls out her highlights of the Cannes agenda. We're assuming B&T staff b-boy demonstration was an oversight.
Here Are The Agencies That Made AFR’s Best Places To Work List And What The Industry Can Learn From Them
Did your office not make the list? Make sure your boss shouts at least two schooners at office drinks come Friday.
Get Ready, B&T’s Best Of The Best Is Back With The Top Holding Company Executive Leaders – Creative!
Want to know who the Grandest of the Grand Poobahs in the industry are? Look no further than this exhaustive list.
How A Glittering Campaign Helped The Australian Museum Sell 400,000 Tickets
B&T thoroughly enjoyed the Ramses exhibition at The Australian Museum, despite thinking we were going to the Archibald.
TV Ratings (30/04/2024): A “Shoey” Straight From A Fish’s Mouth Launches The Cheap Seats Into 2024
Last night's TV saw horny farmers beat Lego nerds, who beat fame-obsessed home cooks, who beat a chap with a large fish.
Spotlight Extends Partnership With Starlight Children’s Foundation
B&T always happy to promote the excellent work of the Starlight Foundation. Less so the Starfish Fanciers Foundation.
Amazon’s Advertising Quarterly Revenue Soars To $11.8bn
There are so many Amazon couriers visiting B&T headquarters at the moment our office dog doesn't know who to maul first.
VML Wellington Welcomes Jacob McGregor As Pou Ārahi Māori
McGregor set to lead cultural competency and safety at VML Wellington in important new gig.
“They Grow Up So Fast”: Simon Fowler On Five Years Of ABEL
Abel's CEO talks lessons learned from the agency's first five years. Including staff nicking all the Nespresso capsules.
Kyle & Jackie O Urge Melbourne To Pick A Side
Who can stop Kyle & Jackie O's indelible march into Melbourne radio? Is Peter 'Moony' Moon waiting by the phone?
Future & Taika Waititi Feature In Striking New Global Belvedere Campaign
Not only does drinking vodka make you cool like these dudes, it also has great weight loss properties for the bone idle.
The Fall Of Bonza: A Case Study In How To, And Not To, React In A Crisis
Does the collapse of yet another budget airline hark back to a gentler time of 17 hours spent on a Greyhound bus?
Opinion: Agencies, Be Unique – Stop Using The Word “Unique!”
Trinity P3's Ellie Angell says agencies are overusing the word unique. You could add omnichannel & holisitic to that.
Ex Marketing & Advertising Exec Releases Melanoma Memoir
Ex-adlander Anne Gately has penned a tome to skin cancer. Which is a handy reminder to check your moles, people.
Mamamia Appoint Danni Wright As New Head Of Strategy
Danni Wright takes up Mamamia's strategy reins with a feng shui expert called over positioning of office chaise lounge.
From The Bureau: Championing Competency & Cross-Industry Collaboration
The IAB's Jonas Jaanimagi calls for more specialisation in adtech. Meaning you'll understand it less than you already do.
Rumble Nabs Renee Park From Cutting Edge
Rumble has recruited Renee Park as one of its new sound designers. And it's only right to make some noise about it.