Sitecore today reveals that for most Australian consumers, Amazon is not the first site they go to for online shopping.
Sitecore’s survey of nearly 3,000 Australian consumers, conducted by global research specialists Advanis, reveals only slightly over a fifth of Australian consumers see Amazon as their first destination for online shopping.
The survey showed that Amazon’s online retail service is overwhelmingly favoured by younger generations. Adoption of Amazon as the go-to site is higher among Gen Z, compared to older generations (31 per cent v 21 per cent).
The survey showed Amazon’s retail offering is seen as more tailored to consumers. Nearly one in three Australian consumers are finding Amazon’s shopping experience to be more personalised when compared with other retailers. On aggregate, Amazon shoppers in Australia would move to other retailers if they provided the same incentives, discounts and purchase experience as Amazon.
Despite the high trust and personalisation of Amazon’s shopping experience, 4 in 10 Australians—and half of Gen Z (53 per cent vs. 39 per cent among older gens) – would like to reduce the amount of shopping they do on Amazon. The research also said that Gen Z in Australia are more likely to shop directly from brands online, rather than Amazon (75 per cent vs 66 per cent).
For Australian Amazon consumers on aggregate, the biggest reasons to move away from the giant are better choices from other retailers and counterfeit or low-quality products.
One third of Australian shoppers end up on Amazon based on search results, and 31 percent of consumers first shop around on other sites.
Paige O’Neill, CMO, Sitecore, comments on the findings, “The battle for digital retailer brand preference is in its early days in Australia. There is an opportunity here for Internet commerce players to expand their share of the market, but it won’t be an easy win. They’ll need to offer comparable levels of service and personalisation throughout the customer journey as the fight for market share heats up.”
