ecommerce Market Update

Transcription

1 ecommerce Market Update Growth fuelled by Fashion Fashion is a key driver of online shopping in This update provides valuable insights into the and an exclusive view from Beginning Boutique.

2 Fashion has grown consistently year-on-year......and is a major influence in online shopping Already one of the largest online categories, Fashion has continued to show double-digit over the last three years. Year-on-year in online Fashion purchases Over 20% of all online purchases in FY17 were Fashion products 21% FY14/15 FY15/16 FY16/17

3 Which sub-categories are driving this? And who s buying? Women s Fashion 31% Footwear 14% Accessories 12% x2 more women than men are purchasing Fashion products Are you experiencing this? year olds 21% year olds 9%

4 How are they making purchases? An improved browsing experience across all devices has helped to grow online purchases, but there s still a disparity across age groups when it comes to their preferred device at the time of purchase year olds are the most smartphone savvy, using mobile for 23% of purchases However, in the age group 40% of purchases are made on laptops Desktops are the device of choice for shoppers over 50 year olds Which devices are your customers using?

5 Device used for last online purchase by age group

6 A look inside We talked to Beginning Boutique, one of Australia s fastest growing online Fashion retailers, to find out what s behind the extraordinary. Online purchase from buy now, pay later The 'buy now, pay later' effect Improving the experience Selling the look on social Which looks will be trending this summer? Alternative payment options are helping to increase online purchases. Since introducing 'buy now, pay later' in Dec 2015, Beginning Boutique has noticed considerable it s now their customers' preferred payment method. Thanks to better returns policies, choice and availability of stock, Beginning Boutique customers have a seamless experience online. Advances like social media integration mean that customers can now track the real-time location of their package, contact customer care and receive shipment notifications all via Facebook or Shopify providing a streamlined shopping experience. Beginning Boutique has noticed significant correlation between their social posts and sales conversions. Selling on social allows them to reach customers on the other side of the world, faster and more efficiently than ever. For Beginning Boutique, using social media influencers to create a 'must-have' buzz around a product has helped to drive their sales. The potential of this technique also extends beyond fashion to beauty and lifestyle products. Beginning Boutique is seeing demand for kitsch, feel-good prints especially dresses, skirts and crops in playful gingham.

7 Is your business experiencing this? If your sales tell a different story, contact us for an in-depth analysis of your market opportunities and find out how to make the most of your ecommerce business. Contact us at acquire@auspost.com.au For more insights into the state of the ecommerce industry, visit startrack.com.au/ecommerce to download the 2017 Inside Australian Online Shopping report. Disclaimer This information has been prepared by Australia Post using a subset of deliveries in the 12 months to June 2017, compared to the same period the previous year, unless otherwise stated. Percentage and share are based on online transactions. Demographic trends are sourced from the Australia Post consumer survey While every effort has been made to ensure the accuracy at the time of publication, Australia Post takes no responsibility for any errors or omissions herein. Australia Post does not accept any liability for any loss or damage incurred by any use of or reliance on any information contained here.