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Australia - Digital Economy - Online Retailing - Trends and Statistics


Attention: There is an updated edition available for this report.

Across Australia more and more users are now shopping online from the comfort of home, while at work and even impulse buying using mobile devices. While online sales have been growing at around 20-30% annually, the overall market share is still only around 5-7% of the overall market in late 2012. Many users cite the reasons of availability, convenience, pricing and delivery options as some of reasons for purchasing online.

While the number of users purchasing online has increased by more than 40% over the last couple of years, so too has the amount of businesses that operate a retail web presence. Low start-up costs and minimal barriers to entry have seen many enterprises both Australian based and overseas based successfully operating in the direct sales to consumers market.

The online spend percentage that is directed towards international purchases varies and while it has reported as high – by end-2012 it will not be more than 6% of the total retail spend. But spending will only increase further in the online markets over the years to 2020 as users take advantage of the higher speeds that the NBN rollout will provide as it is rolled out.

This report surveys the first areas that customers are interested in and which are therefore interesting commercial starting points. It looks at topics about buying and selling over the internet, some of the players, and provides statistics in tabular and easy-to-read chart formats.

Key developments:

e-tailing, daily deals, vouchers, online auctions, mobile apps.

Companies mentioned in this report include:

e-Bay, Groupon, Gumtree, Harvey Norman, Kogan, carsales, Sensis, Cudo, Spreets, Yahoo!7, OZtion, Woolworths.


1. Synopsis
2. A snapshot of the retail industry
3. The key drivers of growth
4. Market analysis
4.1 Australia still waiting for in-store e-shopping
4.2 Online retail activities survey
4.3 Internet e-tailing rose in 2011
4.4 Surveys show online growth into 2012
4.5 Spending online to grow as tablet and smartphones uptake increases
5. Trends and developments
5.1 Suppliers boycotting online sales
5.2 Postal items increase inbound while dollars go outbound
6. Key players
6.1 The Kogan store
6.2 Woolworths
6.3 carsales.com.au
6.4 Graysonline
7. Online auctions
7.1 eBay
7.2 Quicksales
7.2.1 Background
7.3 Gumtree
8. The Coupon Market
8.1 Overview
8.2 Statistics
8.3 Group buying online spend grows 20%
9. Related reports
List of Tables, Charts and Exhibits
Table 1 – Estimated retail trade revenue online and traditional – by industry – 2012
Table 2 – Number and $ value of online purchases by Australians – 2009 - 2011
Table 3 – Pricing difference of selected items between in-store and online – 2011
Table 4 – Mobile transactions on eBay by phone type – 2010
Table 5 – Mobile transactions on eBay – 2010
Table 6 – eBay members in Australia – 1999; 2003 - 2004; 2006; 2009 - 2011
Table 7 – Estimated revenue from coupon websites – 2010 - 2014
Chart 1 – Overview of the growth of eBay members in Australia – 1999; 2003 - 2004; 2006; 2009 - 2011
Chart 2 – Overview of estimated coupon website revenue – 2010 - 2014
Exhibit 1 – Online users and other media usage
Exhibit 2 – Example items sold on average in Australia on eBay
Exhibit 3 – Interesting items from online auctions

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