Inside Australian Online Shopping - eCommerce Industry Report - Australia Post
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Inside eCommerce
Industry
Australian Report
Contents
Online State of
Shopping
eCommerce
Online
shopping
trends
Variety
Stores
Fashion
& Apparel
20 21
Home
& Garden
Health
& Beauty
Hobbies &
Recreational
Goods
Specialty
Food &
Liquor
The delivery
experience
About this report
Contents
Welcome to the sixth edition of the
Inside Australian Online Shopping
Industry Report, an in-depth study State of
into consumer online buying eCommerce
behaviour and trends.
Online
The report has been prepared using 2019 and shopping
2020 deliveries data recorded by the Australia trends
Post Group, unless otherwise stated.
Commentary in this report relating to online
Variety
shopping is based on an extrapolation of this data. Stores
Year-on-year (YOY) growth numbers are based on
actual or extrapolated transaction volumes.
Fashion
& Apparel
For more eCommerce insights,
access our monthly market updates at
auspost.com.au/einsights Home
& Garden
Health
& Beauty
Hobbies &
Recreational
Goods
Specialty
Food &
Liquor
The delivery
experience
2 Inside Australian Online Shopping 2021
Contents
Contents
Foreword 4 Online shopping trends 14 Specialty retail categories 29
Sustained participation 15 Australian retailer perspective 30
Executive summary 5 Shopping intent 16 Variety Stores 31
State of
eCommerce
Australia's new online shoppers 18 Fashion & Apparel 34
Home & Garden 37
State of eCommerce 6 A closer look at April 19 Online
Health & Beauty 40 shopping
Australia's regular online shoppers 20 trends
A monumental year of change 7 Hobbies & Recreational Goods 43
International supply chains disrupted 22
Phenomenal eCommerce growth 8 Specialty Food & Liquor 46
eCommerce across the globe 23 Variety
The lockdown effect 9 Stores
Aussies shopped around 24
Shopping frequency 10
The buy local trend 25 The delivery experience 49
Online shopping participation 11
How Aussies buy online 27 Fashion
New eCommerce priorities 50
Locations of Australia's 13 & Apparel
biggest shoppers Payment methods 28 Preferred delivery points 52
Home
Methodology 54 & Garden
References 55 Health
& Beauty
Hobbies &
Recreational
Goods
Specialty
Food &
Liquor
The delivery
experience
3 Inside Australian Online Shopping 2021
Foreword
Contents
31 March 2021
Welcome to the 2021 Australia Post
eCommerce Industry report. State of
eCommerce
A year unlike any other before it, Beyond supporting businesses, Whether it was helping a business to scale their
2020 was not only full of tremendous the local Post Office became more operations to meet increased demand, or helping Online
shopping
a small business come online for the first time
change for how we live, work and important than ever before; staying through our MyPost Business platforms, it has
trends
interact, it also altered the trajectory open and acting as a vital local hub been a privilege to use the scope of our national
of the Australian eCommerce industry. for Australians, particularly in rural processing and delivery network to deliver Variety
for Australia.
and regional Australia, helping Stores
As social distancing, border closures and Beyond supporting businesses, the local Post
lockdowns became commonplace, Australians communities stay connected.
Office became more important than ever before;
turned online for the things they needed. And they staying open and acting as a vital local hub for Fashion
did so in record numbers with over four in five Border restrictions, reduced flights and in some Australians, particularly in rural and regional & Apparel
Australian households (almost 9 million) making instances the closure of some international lanes Australia, helping communities stay connected.
an online purchase at some point during the year. created an additional barrier for shoppers looking
Included in that number was more than 1.3 million to purchase from overseas, and ‘buy local’ trends As the industry begins to settle and find a new
normal, it will be important retailers take the Home
households that purchased in 2020 that did not and hashtags gained popularity as shoppers & Garden
buy online in 2019. looked to support local businesses through the opportunity to re-group and look to the year ahead.
difficult times. I trust business owners can use the insights in
This increased engagement resulted in online this report, in conjunction with the learnings they
purchases in 2020 growing by 57% YOY, and Though 2020 was a year full of challenges, have gained over the past year, to inform future Health
Australians spending a record $50.46 billion it was also one brimming with opportunity for investment, improve resilience and strengthen
& Beauty
online.1 As a percentage of total retail, online Australian retailers. While businesses had to pivot their business – ensuring they are well placed to
sales accounted for 16.3%2 – a figure we did not early and quickly change how they continued take advantage of future opportunities.
expect to see until about 2023. While this sharp to serve their customers, research conducted Hobbies &
Recreational
acceleration in the eCommerce market brought by Deloitte Access Economics found those Goods
Australians in line with where our international that invested in eCommerce were significantly
peers such as the United States and the United buffered from the impacts of COVID-19, limiting
Kingdom were pre-pandemic, those markets have overall revenue losses to 7% between March and Specialty
Rodney Boys Food &
now also accelerated, and the Australian market August 2020.3 Liquor
still has some ground to cover. During the challenges, Australia Post continued to Acting Group Chief
As local eCommerce grew strongly, significant support Australian businesses, and demonstrated Executive Officer and
international disruption led to a contraction in agility to help those businesses find new ways to Managing Director The delivery
experience
cross-border eCommerce. reach their customers. Australia Post
4 Inside Australian Online Shopping 2021
Executive summary
Contents
31 March 2021
The events of 2020 and ongoing Online shopping was initially driven by necessity The events of 2020 gave rise to a sudden and
while bricks and mortar stores were closed, and permanent shift in buyer behaviour. Shoppers’
effects saw a shift in the industry this habit became ingrained even as restrictions habits have changed and while they are more
State of
eCommerce
that we could never have foreseen. eased. Other factors were also at play, such as engaged than ever, they are also more comfortable
One thing is clear, the resulting social distancing and the shift to working from buying from a broader cross-section of retailers
home, adding to the sustained engagement and categories. This poses a question for retailers: Online
transformation has brought about with online. how can they improve the experience they deliver shopping
a significant step-change for for their customers and by extension, continue to trends
be competitive?
eCommerce in Australia. Each month saw an average of In my view, it needs to be a collaborative effort.
Last year, 9 million Australian households shopped 1 million additional households A seamless end-to-end experience is critical,
Variety
Stores
online – that’s 82% of all households. We saw this buying online when compared to and the power of partnerships between retailers,
play out in real-time, and you’ll see as you read supply chains, and delivery partners is even
through this report the exciting implications of this
2019. This can be attributed to more important, in order to continue meeting the
as we plan for the months and years ahead. two key factors: regular shoppers evolving needs of our customers. Fashion
& Apparel
At the height of the first COVID-19 wave, the buying more frequently and new Through the early months of 2021 we’ve continued
to see around 5 million households shopping
national lockdown saw online purchase growth shoppers entering the market for online each month. While the effects of the
rise to a level which had not been seen before
outside of a key sales period. Then again, during the first time. pandemic may still be felt for some time, business Home
& Garden
Victoria’s second wave, a new record was set and consumer confidence continues to improve.
eclipsing the initial growth numbers. More than 1.3 million new households entered We’ve reached a new level, and online has never
the market last year, with the largest cohort of been more in focus.
These events set a new baseline for the remainder
of the year. Although restrictions eased and these shopping online for the first time in April. Health
To understand their future buying behaviour, & Beauty
online shopping activity softened, volumes never
returned to the pre-pandemic level. This was we tracked them through to December. Had they
evident in November when the combination of bought online out of pure necessity, or would
the Cyber Sales and people shopping early for a pattern start to form? The data revealed that Hobbies &
Recreational
Christmas saw the month become the biggest almost half of this new contingent continued to
Goods
in Australian online shopping history. buy online on a frequent basis (in at least three of
the months that followed April). Many of the new
shoppers had converted into regular shoppers. Specialty
Food &
Liquor
Ben Franzi
General Manager,
Parcel & Express Services The delivery
experience
Australia Post
5 Inside Australian Online Shopping 2021
State of
eCommerce
Contents
State of
eCommerce
Online
shopping
trends
Variety
Stores
Fashion
& Apparel
Home
& Garden
Health
& Beauty
Hobbies &
Recreational
Goods
Specialty
Food &
Liquor
The delivery
experience
6 Inside Australian Online Shopping 2021
STATE OF ECOMMERCE
A monumental year Contents
of change
State of
The World Health Organisation eCommerce
declared COVID-19 a global pandemic
on 11 March 2020.4 Online
shopping
Within days, the Australian government had trends
introduced measures to slow the spread and
by the end of March all Australian states had
implemented additional lockdown restrictions Variety
Stores
to help flatten the curve.5
Australian consumers had no choice but to change
their shopping behaviours, driving a dramatic shift
Fashion
in online shopping behaviour. & Apparel
Home
& Garden
Health
9 mil
& Beauty
Hobbies &
Recreational
Goods
Specialty
Food &
Liquor
Aussie households The delivery
shopped online in 2020 experience
7 Inside Australian Online Shopping 2021
STATE OF ECOMMERCE
Phenomenal Contents
eCommerce growth
State of
Spending more time at home than ever eCommerce
before, people pulled out phones and
laptops to do their shopping. Online
shopping
In Australia, online shopping growth for the trends
12 months to 31 December topped 57% YOY.
In fact, it took just over eight months of
Retail spend
online shopping in 2020 to eclipse 12 months’
$310.29B
Variety
worth in 2019. Stores
More Australians shopped online than ever
before in 2020. Around four in five households – up 9.7% YOY Fashion
that’s almost nine million – purchased online at
& Apparel
some point during the year. Every month during Online goods spend
2020, an average of around 1 million additional
households shopped online compared to 2019.
$50.46B Home
up 57% YOY
With all this online activity, purchase volumes & Garden
soared. Australians spent an incredible $50.46
billion online over the year, up from $32.1 billion
in 2019 and accounting for 16.3% of retail spend
Health
(excluding cafés, restaurants and takeaway food).2 & Beauty
16.3%
Hobbies &
Recreational
Goods
Specialty
Food &
Liquor
The delivery
Online share of retail spend in 2020 experience
8 Inside Australian Online Shopping 2021
STATE OF ECOMMERCE
The lockdown effect Contents
The first wave: The second wave: Subsequent lockdowns:
A national lockdown A look at Victoria South Australia and New South Wales State of
eCommerce
Australians began living under After a brief respite, metropolitan As Victorian restrictions gradually
strict new lockdown rules on Melbourne and Mitchell Shire went eased throughout November, Online
Monday 23 March.5 back into lockdown in early July.5 conditions changed in South Australia. shopping
trends
With restrictions closing non-essential services At this point, the Australian eCommerce industry In Adelaide, a COVID-19 outbreak in
like pubs, cinemas and gyms, and with Easter started running at two speeds. mid-November prompted a state-wide lockdown7 Variety
holiday plans cancelled, Australians began By the end of July, Victorian online purchases had which ended up only lasting three days. Stores
shopping online in droves. grown almost 17% above the state’s April peak. This, combined with Black Friday and Cyber
Growth for the seven days from Easter Sunday Monday, saw online purchases grow by 64% YOY
In early August, Victoria entered a state of disaster in the state that month. In fact, November was
was up more than 135% YOY with all categories and Melbourne moved to Stage 4 restrictions,6
Fashion
performing strongly. Variety Stores (188% YOY) South Australia’s biggest online shopping month & Apparel
with strict rules to limit the movement of people on record, with purchases 25% higher than the
and Home & Garden (177% YOY) were and a city-wide curfew imposed. Non-essential
the front-runners. previous record set in April.
retailers were forced to close their doors once
Home
The number of households shopping online for again, and eCommerce went into overdrive. & Garden
the month of April grew to a massive 5.2 million, Record growth of 169.6% YOY was recorded in Around mid-December, a new
and online goods spend grew by 95% YOY.1 the state for the month of August, with purchases cluster of COVID-19 cases emerged
21% higher than July. By comparison, national
growth in August was 85% YOY.
on the Northern Beaches of Health
Growth following Easter Sunday New South Wales. & Beauty
All categories The region went into lockdown just before
135%
Hobbies &
Christmas, with tight restrictions over the holiday Recreational
period and lesser restrictions for greater Sydney.8 Goods
Residents heeded advice by avoiding the
Variety Stores Boxing Day sales in person and instead heading
188%
Specialty
online. Unsurprisingly, NSW accounted for 34.5% Food &
of all online purchases nationally in December – Liquor
the highest for the state in 2020.
Home & Garden
177%
The delivery
experience
9 Inside Australian Online Shopping 2021
STATE OF ECOMMERCE
Shopping frequency Contents
COVID-19 restrictions had a significant
impact on how often Australians State of
eCommerce
shopped online. Of the 2.3 million low frequency Of the 0.5 million high frequency
online shoppers who made an online shoppers who made an
When comparing purchases made between
online purchase less than four times online purchase at least once a week Online
52% 80%
March and December in 2019 to 2020, the shopping
percentage of customers who shopped less than between March and December 2019... between March and December 2019... trends
four times reduced. Additionally, the percentage
of customers who purchased each week increased
Variety
in 2020 for the same period, growing from 6% in
Stores
2019 to 16%.
Fashion
& Apparel
shopped online more either maintained or increased their
online shopping frequency in 2020
frequently in 2020, and
Home
& Garden
(by an average 19.6%).
26%
shopped at least 10 times between
Health
& Beauty
Hobbies &
March and December 2020. Recreational
Goods
Specialty
Food &
Liquor
The delivery
experience
Inside Australian Online Shopping 2021
10 Inside Australian Online Shopping 2021STATE OF ECOMMERCE
Online shopping Metro YOY growth Contents
participation accelerated
In Australia, pre-pandemic predictions eCommerce experienced
60% State of
eCommerce
for eCommerce in 2020 hovered at high growth across both metropolitan Regional YOY growth
50.7%
around 12-13% of total retail spend. and regional areas nationwide. Online
In fact, the online share of retail spend shopping
That said, when it comes to share of online trends
hit 16.3% last year. purchases, around seven in ten were made in
metropolitan areas, with the remainder spread
This extraordinary growth brought the Australian
across regional and remote Australia. Variety
market into line with other western eCommerce Stores
leaders such as the United Kingdom, Denmark
and the United States, where on average 15-18%
of retail spend was captured online in 2019. Fashion
That said, compared to Asian countries such as & Apparel
China and South Korea, Australia still lags behind
– these nations have an online penetration rate of Throughout 2020, three new This record was short-lived. The Victorian
almost 30%.9 lockdown in August triggered another surge in
eCommerce records were set as online online shopping and pushed purchases 5.4%
Home
While this sharp acceleration in the eCommerce shopping accelerated over the year. higher. In the week commencing 16 August, sales
& Garden
market brought Australians in line with where
events – Afterpay Day and Click Frenzy Sports –
our international peers such as the United States In April, online purchases soared 6.8% higher than drove the largest single week of eCommerce for
and the United Kingdom were pre-pandemic, the previous record online shopping period – the Health
the year to date.
those markets have now also accelerated and the 30 days to 18 December 2019, which encompassed & Beauty
Australian market still has some ground to cover. the popular cyber sale events (Black Friday and November was tipped to be the record month of
Cyber Monday), and the pre-Christmas rush. the year, and it didn’t disappoint. Many Australians
took advantage of the Black Friday and Cyber Hobbies &
5.5 mil
Recreational
Monday sales, getting their festive shopping
Goods
in early. Online purchases for the month grew
55.6% YOY, topping August 2020 by 7%. With
many retailers starting sales early, the week Specialty
commencing 23 November (which included Black Food &
Liquor
Friday) grew 48% YOY. The following week saw
online purchases grow 42% YOY, making it the
households shopped online in November biggest week in Australian eCommerce history. The delivery
experience
11 Inside Australian Online Shopping 2021STATE OF ECOMMERCE
Distribution of online purchases by state and territory Contents
Pandemic National Melbourne Melbourne Melbourne Sydney
declared restrictions Stage 3 Stage 4 restrictions easing COVID-19 State of
easing restrictions eCommerce
SA lockdown
3 days
Online
shopping
trends
Variety
Stores
New South Wales
36%
50.5% YOY growth Fashion
& Apparel
Victoria
81.9% YOY growth
of all online purchases
were made in Victoria Queensland Home
from July to October 48.3% YOY growth & Garden
Western Australia
44.4% YOY growth
Health
South Australia & Beauty
46.6 YOY growth
Tasmania and
Hobbies &
the Territories
Recreational
43% YOY growth Goods
Specialty
Use our interactive graph to Food &
explore percentage of online Liquor
purchases by state and
territory. Visit:
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
The delivery
2020 auspost.com.au/einsights
experience
12 Inside Australian Online Shopping 2021STATE OF ECOMMERCE
Outer suburbs in Victoria Contents
and NSW were home to the Top 10 online shopping locations by purchase volume YOY growth
biggest online shoppers State of
eCommerce
1 Point Cook, VIC 3030 119.0%
Unsurprisingly, six of the top 10 online
shopping locations in 2020 were in 2 Cranbourne, VIC 3977 114.6% Online
Victoria, up from just three in 2019.
shopping
trends
This growth was no doubt driven by 3 Hoppers Crossing, VIC 3029 120.6%
the state’s COVID-19 restrictions,
Variety
which saw most retail stores close in Stores
4 Craigieburn, VIC 3064 137.2%
metropolitan Melbourne for months.
Point Cook, in Melbourne’s west, retained its title 5 Doreen, VIC 3754 143.4% Fashion
as Australia’s top online shopping location for & Apparel
the sixth year running, with growth of more than
119% YOY. Two more Victorian suburbs round out 6 Toowoomba, QLD 4350 55.7%
the top three, with the south-eastern suburb of Home
Cranbourne a close second, followed by Hoppers & Garden
7 Liverpool, NSW 2170 57.6%
Crossing in the outer west. Doreen in Melbourne's
north was one of the year’s biggest movers,
climbing from 18th position to fifth over the course 8 Rouse Hill, NSW 2155 76.2% Health
of 2020. These suburbs are in major growth areas, & Beauty
with new housing estates popular among young
professionals and families.10 9 Ballarat, VIC 3350 74.5%
Hobbies &
In each of the nation’s top five postcodes, Recreational
residents shopped more than twice as much as 10 Gosford, NSW 2250 59.3% Goods
they did in 2019, with at least 90% of households
having shopped online. For the top four locations,
Specialty
online shopping participation increased by five National average Food &
57% YOY
percentage points or more in 2020. Liquor
The delivery
experience
13 Inside Australian Online Shopping 2021Online shopping
trends
Contents
State of
eCommerce
Online
shopping
trends
Variety
Stores
Fashion
& Apparel
Home
& Garden
Health
& Beauty
Hobbies &
Recreational
Goods
Specialty
Food &
Liquor
The delivery
experience
14 Inside Australian Online Shopping 2021ONLINE SHOPPING TRENDS
Sustained participation Contents
The most exciting trend emerging
from an extraordinary year of growth State of
eCommerce
in eCommerce was the sustained
participation in online shopping.
Online
shopping
In many cases, people shopped more online as
trends
the year progressed. This indicates that shoppers
are becoming more comfortable with using
eCommerce for their day-to-day shopping needs. Variety
Stores
Overall, four in five (82%) Australian households
made an online purchase during 2020, up from
75% in 2019. Regular shoppers – those that
Fashion
shopped in both 2019 and 2020 – began shopping & Apparel
more frequently and from a wider cross-section
of retailers.
Home
& Garden
Health
& Beauty
Hobbies &
Recreational
Goods
Specialty
Food &
Liquor
The delivery
experience
15 Inside Australian Online Shopping 2021ONLINE SHOPPING TRENDS
Aussies intend to keep Contents
shopping online
State of
In the ABS Household Impacts eCommerce
of COVID-19 Survey, a third of
respondents indicated they prefer Online
to shop online now more than they shopping
trends
did before the pandemic.11
These figures are even higher in states that have Variety
experienced greater case numbers and tougher Stores
restrictions – 43% in Victoria and 35% in
New South Wales
What’s more, in a December 2020 Australia Post Fashion
survey, respondents indicated they are shopping & Apparel
online 55% more than before the pandemic.12
And, while they expect their online shopping
frequency to decrease by about half as the Home
health crisis abates, this is still 28% higher than & Garden
pre-COVID-19 levels.
These figures suggest that the extraordinary
Shoppers expect their online
28%
events of 2020 will have a lasting impact on Health
& Beauty
eCommerce in Australia.
shopping frequency to remain
Hobbies &
Recreational
Goods
Specialty
Food &
Liquor
The delivery
higher than before the pandemic experience
16 Inside Australian Online Shopping 2021STATE OF ECOMMERCE
Contents
State of
eCommerce
Online
shopping
trends
1.36 mil
Variety
Stores
Fashion
& Apparel
Home
Aussie households made an online & Garden
purchase for the first time in 2020
Health
& Beauty
Hobbies &
Recreational
Goods
Specialty
Food &
Liquor
The delivery
experience
17 Inside Australian Online Shopping 2021ONLINE SHOPPING TRENDS
48%
Australia's new Average number of online purchases for Contents
online shoppers new online shoppers increased in 2020
of new online shoppers
State of
Of the nine million households that made purchases from:
2.8
eCommerce
bought online in 2020, 1.36 million • Home & Garden
made an online purchase for the items • Variety Stores Online
first time. in December shopping
trends
And of these initial online purchases, more than
1.4
93% (1.25 million) took place in the ten months
Variety
from March to December 2020. Sorrento, VIC 3943
items Stores
To offer a sense of the Australians who were in January
new to eCommerce in 2020, we’ve mapped our Blairgowrie, VIC 3942
deliveries data against Roy Morgan’s communities. Fashion
They mainly fell into the Metrotechs, Doing Fine Rockbank, VIC 3335 & Apparel
and Fair Go communities. Drilling down, the
dominant Helix personas were Budget Living, Cowes, VIC 3922
Fit and Fab and Relaxed Living. Home
& Garden
This group of new shoppers typically come from Dominant Helix personas Austral, NSW 2179
two distinctly different household types. The first among new online shoppers:
are young and mid-life families, who are on-trend Riverstone, NSW 2765
and tech-savvy yet also conscious and pragmatic • Budget Living Health
& Beauty
about what they buy and where their money goes. • Fit and Fab Anglesea, VIC 3230
The second are older households, likely retired
• Relaxed Living
and often living more rurally. Port Macdonnell, SA 5291 Hobbies &
Looking at the top postcodes for new shoppers, Recreational
Goods
it comes as no surprise that all but three of the Point Lonsdale, VIC 3225
top ten are in Victoria – after all, the state faced
far longer and more limiting restrictions than Wollert, VIC 3750 Specialty
others in 2020. Food &
Liquor
Top 10 online shopping locations The delivery
Regional Major City experience
by percentage of new shoppers
18 Inside Australian Online Shopping 2021ONLINE SHOPPING TRENDS
A closer look at April: Contents
New online shoppers
State of
While the months following the eCommerce
declaration of the COVID-19
pandemic saw a substantial increase Online
in online shopping, the surge of new shopping
trends
online shoppers in April was quite
extraordinary.
Variety
In fact, more than 240,000 Australian households Stores
shopped online for the first time in April. Of these
households, 118,000 went on to shop online again
in at least three of the remaining eight months of Fashion
the year, and an average 90,000 returned to shop & Apparel
online every month between May and December.
118k +
Home
What's more, these new online shoppers & Garden
increased their purchase frequency over time,
from an average 1.9 times in April to 2.9 times
in December. And as they became more familiar
Health
with shopping online, their spend diversified & Beauty
across more categories. By December, 22%
purchased from three or more specialty retail
categories, up from 16% in April. Hobbies &
Recreational
Goods
of the households new to online
shopping in April returned to Specialty
Food &
purchase in at least three of the Liquor
remaining months in 2020 The delivery
experience
19 Inside Australian Online Shopping 2021ONLINE SHOPPING TRENDS
Australia's regular Average number of online purchases Most popular sub-categories Contents
online shoppers by regular online shoppers for regular shoppers:
• Major & Discount Stores State of
Nationwide, 7.6 million households are
28 items • Online Marketplaces eCommerce
considered regular online shoppers in 2020 • Homewares & Appliances
(those that shopped in both 2019
18
Online
and 2020). items shopping
in 2019 trends
On average, around two thirds (63%) of regular
online shoppers made at least one purchase every
Variety
month – up from 45% in 2019. The number who 2019 2020 Narre Warrren North, VIC 3804 Stores
bought at least one item every week more than
doubled from 6% in 2019 to almost 16% in 2020. Secret Harbour, WA 6173
When mapped against Roy Morgan’s communities, Fashion
these shoppers often fall into the Leading Eatons Hill, QLD 4037 & Apparel
Lifestyles community. The households tend to be
professional, and career and family focused. Frenchs Forest, NSW 2086
They don’t mind splurging on discretionary items, Home
and typically fall into the Bluechip, Visible Success & Garden
Dominant Helix personas Wakerly, QLD 4154
and Self-Made Lifestyles Helixes – a mix of young
parents and mid-life families with above-average among new online shoppers:
income who tend to live in their own homes in Jerrabomberra, NSW 2619
metropolitan areas.
• Bluechip Health
& Beauty
All but one of the top 10 postcodes for regular
• Visible Success Wattle Grove, NSW 2173
shoppers are in metro areas. Secret Harbour in • Self-Made Lifestyles
the outer southern suburb of Perth, which took Narangba, QLD 4504 Hobbies &
Recreational
out second position, is the only inner regional Goods
postcode. Unlike the new shopper cohort, which Mount Annan, NSW 2567
mainly hailed from Victoria, the top postcodes for
regular shoppers are from all over Australia. Warrandyte, VIC 3113 Specialty
Food &
Liquor
Top 10 locations by highest The delivery
Regional Major City experience
online shopping participation
20 Inside Australian Online Shopping 2021ONLINE SHOPPING TRENDS
Household participation in online shopping Contents
Households Pandemic National Melbourne Melbourne Melbourne Sydney
in millions declared restrictions Stage 3 Stage 4 restrictions easing COVID-19 State of
easing restrictions eCommerce
SA lockdown
5.5 3 days
Online
shopping
5.0 trends
4.5
Variety
Stores
4.0
Variety Stores
Fashion & Apparel Fashion
3.5 & Apparel
Health & Beauty
3.0 Home & Garden
Home
Hobbies & & Garden
2.5 Recreational
Goods
2.0 Specialty Food Health
& Liquor & Beauty
1.5 Media
Total households Hobbies &
Recreational
1.0 shopping online
Goods
0.5 Specialty
Use our interactive Food &
graph to explore online Liquor
0.0
shopping household
participation. Visit:
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
The delivery
2020 auspost.com.au/einsights
experience
21 Inside Australian Online Shopping 2021ONLINE SHOPPING TRENDS
International supply chains Contents
were disrupted in 2020
State of
By June the impacts of rising COVID-19 eCommerce
cases were being felt worldwide.
Global eCommerce experienced severe delays Online
shopping
due to congestion in shipping lanes, disruption trends
of supply chains, and the increase in businesses
trading online. Australians once again turned to
local retailers, with 57% of shoppers stating they Variety
wanted to support local businesses, and 52% Stores
stating that delivery from overseas was taking
far too long.13
At the same time, 73% of small and medium Fashion
& Apparel
Australian businesses reported having to change
how they operate, rethink supply chains and
partner with local suppliers. It is expected this
local focus will help build resilience, so businesses Home
are better prepared to respond and adapt to future & Garden
crises and challenges.14
Looking forward, a global survey found that 67%
Health
of participants agree that, ‘In future, I will buy more & Beauty
online from e-retailers based in my country’.15
This points to resilience in the domestic market.
Merchants will be keen to continue capitalising Hobbies &
on the increased interest in local goods, and Recreational
shoppers in turn have discovered the practical Goods
and social benefits of buying local.
Specialty
Food &
Liquor
The delivery
experience
22 Inside Australian Online Shopping 2021ONLINE SHOPPING TRENDS
eCommerce across Frequency of online shopping by country Contents
the globe Once every
3 months 7.5% State of
A study conducted across 25 nations eCommerce
showed those shopping online more
than once a week increased by 22% in Around 2-3
11.7% Online
2020 on average, up from 17% in 2019. times a year shopping
trends
In Australia, we exceeded this global average
with an increase of 27% for the same period.
In China, South Korea and India, where
26.9% Variety
Stores
eCommerce was already well established,
more than 45% of consumers made an online
purchase weekly.15 Once a month
Fashion
& Apparel
Home
27.4% & Garden
Once every
Health
2 weeks & Beauty
Hobbies &
Recreational
Goods
Specialty
Food &
United Kingdom
26.5% Liquor
United States
South Korea
Indonesia
Germany
Mexico
Poland
Japan
China
Spain
India
The delivery
Italy
Australia experience
Once a week
23 Inside Australian Online Shopping 2021ONLINE SHOPPING TRENDS
Aussies shopped around Contents
Australians quickly discovered more
online options were open to them State of
eCommerce
in 2020. On average, regular online
shoppers bought from a broader
number of retailers. Online
shopping
trends
Consumers are clearly becoming more comfortable
engaging with the vast array of retailers they have
at their fingertips – hunting down better prices or Variety
offers. They aren’t afraid to buy from somewhere Stores
new, with survey data showing that in August alone,
one in five (22%) online shoppers purchased from
a retailer they had never purchased from before. Fashion
& Apparel
Home
Percentage of & Garden
22%
regular shoppers who
purchased from more
than nine sources
Health
& Beauty
53% of shoppers
purchased from
36% an online store Hobbies &
Recreational
that was new for Goods
them in 202016
2019 2020
Specialty
Food &
Liquor
The delivery
experience
24 Inside Australian Online Shopping 2021ONLINE SHOPPING TRENDS
The buy local trend Contents
gathered momentum
State of
Natural disasters, economic upheaval eCommerce
and pandemic restrictions raised new
challenges for businesses across Online
Australia, particularly those in regional shopping
257,000 followers
trends
and remote areas.
During summer, Australia was hit hard by
#BuyFromTheBush
Variety
devastating bushfires that burned more than Stores
12.6 million hectares.17 A flurry of support emerged
for local communities ravaged by the fires,
with donations pouring in. As the crisis passed, Fashion
attention turned to helping these communities & Apparel
#SpendWithThem
rebuild their homes and reinvigorate the
local economy.
There was a noticeable uptake in social media Home
campaigns urging Australians to shop in local & Garden
communities. For example, Grace Brennan’s
#BuyFromTheBush campaign delivered
$5 million to regional small businesses from
its launch in October 2019 (before the fires) to
185,000 followers Health
& Beauty
June 2020.18 Other examples include Turia Pitt’s
#SpendWithThem, the NSW government’s
#BuyRegional and Visa’s #WhereYouShopMatters. Hobbies &
Recreational
Regional businesses could promote their products Goods
for free via these campaigns, most of which are
hosted on Instagram.
Specialty
Food &
Liquor
The delivery
experience
25 Inside Australian Online Shopping 2021During the height of the Contents
Victorian lockdown, the
State Government launched
State of
#ClickforVic
eCommerce
– a campaign designed to Online
support local businesses. shopping
trends
Variety
31,000 posts Stores
Fashion
& Apparel
Home
& Garden
Health
57%
& Beauty
Hobbies &
Recreational
Goods
Specialty
Food &
Liquor
of Aussie online shoppers want The delivery
to support local businesses17 experience
26 Inside Australian Online Shopping 2021ONLINE SHOPPING TRENDS
How Aussies Online purchases more evenly Contents
buy online spread throughout the day
State of
Australians used more devices than ever before Australians spent more time at home in 2020, eCommerce
to go online. An average of 4.4 devices per adult often working more flexible hours. This may help to
were used to access the internet in 2020, up from explain why afternoon purchases have risen by 2.7
4.0 in 2019.19 percentage points since 2018, while mid-evening Online
purchases have fallen by 4.4 percentage points. shopping
trends
Between April and December 2020, 28% of
purchases were made during the mid-evening,
down from 31% in 2019. Variety
Stores
91%
87%
Fashion
76% & Apparel
69%
61% 60%
56%
48%
Home
& Garden
2019 2020 2019 2020 2019 2020 2019 2020
Mobile Laptop Tablet Television
Health
phone computer or Smart TV & Beauty
Hobbies &
83%
Recreational
Goods
of adult Australians used
the internet for shopping in
2020, up from 78% in 2019* Specialty
Food &
Liquor
The delivery
experience
* Adult internet users in the 6 months to May 2019 and June 2020
27 Inside Australian Online Shopping 2021ONLINE SHOPPING TRENDS
Payment methods Contents
Buy Now Pay Later (BNPL) services
grew in popularity. Market leader State of
eCommerce
Afterpay recorded a 15% increase
in active customers during 2020.20
Online
While the number of credit cards on issue shopping
trends
declined 9.2% to 18.4 million in November 2020,21
survey data shows a significant increase in credit
card usage for online purchases. In fact, 34% of Variety
respondents used a credit card to buy online, Stores
an increase of 10 percentage points from 2019.22
This growth may be linked to the number of
new online shoppers in 2020, who may have
Fashion
been less familiar with newer payment options & Apparel
such as BNPL.
Home
& Garden
34%
Health
& Beauty
Hobbies &
Recreational
Goods
Specialty
Food &
of surveyed shoppers paid
Liquor
for an online purchase with The delivery
a credit card in 202022 experience
28 Inside Australian Online Shopping 2021Specialty retail
categories
Contents
State of
eCommerce
Read on for online shopping trends
for six key specialty retailer Online
categories. You'll also discover how shopping
trends
Australian retailers have adapted,
survived and thrived during
Variety
an incredible year of change. Stores
Fashion
& Apparel
Home
& Garden
Health
& Beauty
Hobbies &
Recreational
Goods
Specialty
Food &
Liquor
The delivery
experience
29 Inside Australian Online Shopping 2021Paul Zahra, CEO of the Australian
Retailers Association, reflects on the
resilience of Australian retailers in Contents
adjusting to the changing needs of
consumers.
State of
eCommerce
Retailers felt the full brunt of the The latest ABS figures show a 20% YOY increase Due to COVID-19, we’ve seen
in household goods in January, and it’s far
pandemic, and experienced a year outperforming the other retail categories.
about ten years’ worth of trends in
of enormous challenges as well as That spike is reflected in the half-year profit ten months – this is phenomenal! Online
shopping
opportunities. results some of the big retailers have reported trends
recently and some businesses have even paid Hence, we expect to see retailers continue to
We’re all looking forward to the rollout of the back the JobKeeper wage subsidy, given their reduce their physical footprint and invest heavily
vaccines providing business certainty and success during the pandemic. in digital. Variety
Stores
stability, but overnight success is not guaranteed. More than 5.2 million households made an online Overall, retailers are approaching 2021 with
The economic climate is still a challenging one for purchase in January – a 25% increase on the same fresh optimism. Our priority as Australians needs
many retailers, with JobKeeper coming to an end time last year. to be on ensuring no one is left behind in our
and international border restrictions still in place. economic recovery.
Fashion
& Apparel
Overall, retail sales in recent months have been
incredibly strong but it doesn’t paint a complete
You only have to look at Australia
picture of what the sector is going through. Post's data and insights to see The Australian Retailers Association is Australia’s
Travel retailers, like those at airports and retailers how the dynamic has shifted. largest retail association, representing a $340 billion
Home
& Garden
of both goods and services in CBD locations are sector employing more than 1.2 million people.
The ARA works to ensure retail success by informing,
struggling and are preparing to shed thousands
With the incredible growth of online sales, protecting, advocating, educating and saving money for
of jobs post JobKeeper. These businesses are its 7,500 independent and national retail members.
and the move towards data-rich decision making Health
in crisis – some have lost 90% of their revenue
and artificial intelligence, future skills in retail are To become a member, visit www.retail.org.au & Beauty
since the pandemic started and face a long road
becoming more science based.
back. The Australian Retailers Association (ARA)
continues to advocate strongly to the Federal Having said that, brick and mortar stores still have
Hobbies &
Government for there to be ongoing targeted an important role to play – it’s where the bulk of Recreational
support to help these deeply affected businesses. retail sales still occur – so store managers, sales Goods
assistants and the like are still in-demand roles.
At the other end of the scale, many retailers have
done incredibly well through COVID-19, including Specialty
those in household goods. With so many of us Food &
Liquor
confined to our homes during the pandemic, Paul Zahra
and now choosing to work flexibly, people have Chief Executive Officer
invested in household items like new furniture or The delivery
office and tech equipment. Australian Retailers
experience
Association
30 Inside Australian Online Shopping 2021Variety Stores Throughout 2020, many Australians eBay saw a significant rise in sales of puzzles and
video games, and shoppers bought four times as much
turned to online marketplaces to purchase
running, yoga and training equipment than they had the Contents
everything from appliances and fashion to previous year. Bike accessories more than doubled
In terms of share of online toys and homewares. mid-year before spiking again in November.
purchases, Variety Stores State of
were the clear winners in 2020 Tim MacKinnon shares eBay's insights into
eCommerce
and captured 33% of the changing needs of the nation through
the eCommerce market. the goods they were purchasing. Online
shopping
trends
Category YOY growth
51.1%
Variety
Tim MacKinnon Stores
Managing Director & VP
eBay
Australia and New Zealand Fashion
& Apparel
At a time of uncertainty, Australians were relying on
online marketplaces like eBay to get what they needed.
Nobody knew how consumers would respond when we Face mask sales were up more Home
& Garden
first entered this crisis, however eBay Australia saw an than 700,000% in March (not a
extra million monthly visitors during 2020, bringing the
total average to 12 million unique.
typo), spiking again in July when
These spikes in visitor levels are normally reserved for Melbourne went back into lockdown. Health
& Beauty
the weeks leading up to Christmas, but the busiest day
of 2020 occurred in April. eBay saw another significant Consumer expectations are on the rise, and we will see
rise in visitors during July when Melbourne went into its more people launching online businesses. Much of what Hobbies &
second lockdown. Smaller increases were also seen as a we’re seeing today is just the very beginning of the next Recreational
result of snap lockdowns in various states. reinvention of retail, and we expect to see elevated Goods
eBay research shows 58% of people felt safer shopping eCommerce levels for the foreseeable future.
online than in-store, and the increase in online shopping Specialty
was largely driven by people having more time to Food &
browse (75%) and being at home to collect deliveries Explore eBay’s insights and what these mean for the Liquor
(75%). Australians also noted the financial benefits of future of eCommerce in their report
online shopping, with 80% saying they can find better ‘Lockdown: One Year On’.
deals and save money. www.ebayinc.com/lockdownreport The delivery
experience
Shopping behaviour reflects how Australians were
feeling through the different phases of the pandemic.
31 Inside Australian Online Shopping 2021Variety Stores 2020
Fashion & Apparel 7.3%
Hobbies & Recreational Goods 6.4%
eCommerce snapshot Home & Garden 10.3%
33%
Contents
Other 9%
6.8 mil
State of
share of all eCommerce
online purchases
Top 5 online Online
shopping
shopping locations trends
households purchased online by purchase volume
from Variety Stores in 2020 Variety
Point Cook, VIC 3030 115.1% Stores
Hoppers Crossing, VIC 3029 114.3%
Fashion
& Apparel
Cranbourne, VIC 3977 98.7% YOY growth
State YOY growth Craigieburn, VIC 3064 126.3%
Home
& Garden
Victoria 77.6% Doreen, VIC 3754 168.6%
Australian Capital Territory 48.7% Health
& Beauty
New South Wales 46.1% Metro areas 54.1% YOY growth
Hobbies &
Tasmania 40.6% Recreational
Goods
South Australia 38.5%
Regional areas 43.9% YOY growth Specialty
Queensland 38.2% Food &
Liquor
Western Australia 36.1% National YOY growth
Northern Territory 20.5%
51.1% The delivery
experience
vs 57% YOY across all categories
32 Inside Australian Online Shopping 2021Variety Stores 2020
eCommerce YOY growth Contents
YOY growth of April August November
online purchases State of
Overall YOY growth hit 135%. Victorians drove strong November saw modest
eCommerce
Major & Discount Stores grew national growth. Overall overall category growth
fastest, up 317% YOY. category growth was 79% at just 33% YOY.
350%
YOY, with Major & Discount South Australia was the
Stores growing over 240% fastest growing state, Online
June YOY nationally and 602% up 48% YOY. shopping
YOY in Victoria. trends
End of Financial
300%
Year Sales
(EOFYS) drove
growth of 156% Variety
YOY in the week Stores
250% starting 14 June.
Fashion
& Apparel
200%
Home
150% & Garden
Health
100% & Beauty
Baby Product Stores
Hobbies &
50% Major &
Recreational
Discount Stores Goods
Marketplaces
0% Online Specialty
Discount Stores Food &
Liquor
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
The delivery
2019 2020 experience
33 Inside Australian Online Shopping 2021Fashion & When pandemic restrictions impacted
Apparel
retailers' foot traffic and even forced Contents
them to close stores, attention shifted
to connecting with customers online.
State of
The Fashion & Apparel category eCommerce
Cue Clothing's Shane Lenton shares how
came in second behind Variety
their new online styling service is driving up
Stores in 2020 – capturing 25.9% online conversion rates and order values. Online
of the eCommerce market. shopping
trends
If you add fashion purchases from
Variety Stores, the category rises
to 33.3% share. Variety
Stores
Shane Lenton Our virtual stylist experience is
Category YOY growth
Chief Information Officer the culmination of years of tech
45.5%
Cue investment. Fashion
& Apparel
At Cue Clothing, we've worked hard over the past few With so many people stuck at home, we quickly
years to ensure customers can shop our entire range saw the need to deliver a more personalised online Home
from an online experience. We call this the ‘Endless shopping experience. Even before the pandemic, & Garden
Aisle’ because it removes out of stock frustrations for we had been preparing to offer a virtual styling service,
online or in-store shoppers by fulfilling a purchase from so we accelerated its launch. There was great uptake
any location, regardless of the order touchpoint. immediately, with incredible social engagement around
the initiative. Sessions immediately booked out weeks Health
As a result, when we had to close some of our stores & Beauty
in advance and we’re still seeing conversion rates
during lockdown, we were quickly able to turn them
consistently over 60%, with average transaction values
into ‘dark stores’ for online order fulfilment. This helped
over five times higher than normal.
keep our retail staff working and our local manufacturers
Hobbies &
in business. Post-lockdown life has shown that customers continue Recreational
to value these reliable and convenient connection Goods
As one of Australia’s largest local fashion manufacturers,
points. While there may be some calibrations, the more
we were also able to adjust our styles quickly to meet
personalised shopping experience – whether it be
the needs of the time. Our customers may have been
in-store or online – I think it's here to stay. Specialty
working from home, but they still wanted to wear Food &
something great while on a Zoom call! Liquor
The delivery
experience
34 Inside Australian Online Shopping 2021Fashion & Apparel 2020
eCommerce snapshot Fashion & Apparel 25.9%
33.6%
Contents
Variety Stores 7.7%
5.9 mil
State of
share of all eCommerce
online purchases
Top 5 online Online
shopping
shopping locations trends
households purchased online from by purchase volume
Fashion & Apparel retailers in 2020 Variety
Point Cook, VIC 3030 92.9% Stores
Cranbourne, VIC 3977 95.2%
Fashion
& Apparel
Hoppers Crossing, VIC 3029 89.9% YOY growth
State YOY growth Toowoomba, QLD 4350 51.0%
Home
& Garden
Victoria 65.8% Craigieburn, VIC 3064 102.5%
Tasmania 42.3% Health
& Beauty
Queensland 40.5% Metro areas 46.1% YOY growth
Hobbies &
Western Australia 39.3% Recreational
Goods
South Australia 38.6%
Regional areas 44.3% YOY growth Specialty
New South Wales 36.9% Food &
Liquor
Australian Capital Territory 35.2% National YOY growth
Northern Territory 36.9%
45.5% The delivery
experience
vs 57% YOY across all categories
35 Inside Australian Online Shopping 2021Fashion & Apparel 2020
eCommerce YOY growth Contents
YOY growth of April May August
online purchases State of
Athleisure and Fashion The week of Click Frenzy's Highest growth in Women’s Fashion to date in 2020,
eCommerce
Accessories grew 120% YOY. May Mayhem (20 May) grew up 45% YOY for the month. Victoria grew 168% YOY.
Unisex Fashion experienced a big 49.1% YOY. NSW accounted for The Click Frenzy Sports and Afterpay Day (20-21 August)
jump, growing from 10% YOY in 36% of all Fashion & Apparel sales caused a jump in the third week of the month,
March to 74% YOY in April. purchases for the month. with Athleisure growing 148% YOY for the week. Online
shopping
trends
July November Variety
Stores
The week of Click Frenzy's The week of Cyber Monday
Julove (22 July), grew (30 November), was the largest
73.7% YOY. Athleisure grew of the year and grew 42.8% YOY,
150% the fastest that week at followed by the week leading
Fashion
122.5% YOY. to Black Friday (29 November),
& Apparel
which grew 54% YOY.
Home
& Garden
100%
Health
& Beauty
50% Hobbies &
Athleisure Recreational
Fashion Accessories Goods
Footwear
Unisex Specialty
Women's Fashion Food &
Liquor
0%
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
The delivery
2019 2020 experience
36 Inside Australian Online Shopping 2021Home Spending more time at home than usual, On top of strong organic growth in retail we have plans
& Garden
to keep opening new store sites across the country.
2020 saw Australians settle into routines that
This will only bolster strong online growth as physical Contents
involved more home cooking and gardening. retail provides for greater brand exposure and helps
build trust in our brand. Stores provide an avenue for
easy returns of online purchases and strengthening
The Home & Garden category Stephen Smith, GM Supply Chain and Store our offer through in-demand services, such as click and State of
eCommerce
took out third place for share Operations at Kitchen Warehouse, explains collect, being an omnichannel retailer certainly
gives us a competitive edge.
of online purchases, at 12.6%. what Australia’s cooking renaissance meant
We were in peak season mode from March onwards, as
for the omnichannel retailer. Australians embraced cooking at home. To support this
Online
A further 10.3% of all online purchases shopping
increase in demand we were able to pivot and utilise trends
were Home & Garden goods bought
stores to fulfil online orders. This was an initiative we
through Variety Stores. had earmarked for calendar year 2020 but were able to
turn around what would have been a four-month project Variety
in the space of four weeks. There’s a lot of moving Stores
Stephen Smith
Category YOY growth
69.6%
pieces in there from the sorting of order allocation and
GM Supply Chain and WMS logic, to new workflow processes in-store, and
Store Operations additional logistics services. Australia Post supported
this effort by activating 14 additional collection points Fashion
Kitchen Warehouse & Apparel
for our parcel service. This enabled us to ramp up our
throughput and keep customers happy by avoiding
At Kitchen Warehouse we want to be the one-stop major despatch and shipment delays.
shop for Australian’s cooking and entertaining needs. Home
& Garden
This means delivering a world-class experience
and offering the largest range of quality products.
When COVID hit there was definitely
I guess you could call us the Bunnings of kitchenware! a fear of the unknown around how
We are a family run business and the owners have a we would be impacted but in reality, Health
& Beauty
heritage in the service and hospitality industry. we saw a sharp uptick in sales.
About 20 years ago they began with one retail store and
grew from there. In 2016, the business merged with the
established online company, Kitchenware Direct, run by It’s been very successful. We’ve certainly seen some Hobbies &
family member and now CEO Peter Macaulay – with the reduction in freight costs but also some real wins in Recreational
terms of customer experience. There’s more work to be Goods
purpose of strengthening our offer to consumers as an
omnichannel retailer and expanding nationally. done here although we have seen that fulfilling orders
from locations nearer to our customers reduces order
Specialty
turnarounds by several days. Customers are loyal to Food &
brands that deliver the right experience. Being able to Liquor
innovate and form the right partnerships, I believe has
not only allowed us to acquire new customers over this
period but retain them into the future. The delivery
experience
37 Inside Australian Online Shopping 2021Home & Garden 2020
eCommerce snapshot Home & Garden retailers 12.6%
22.9%
Contents
Variety Stores 10.3%
5.4 mil
State of
share of all eCommerce
online purchases
Top 5 online Online
shopping
shopping locations trends
households purchased online by purchase volume
from Home & Garden retailers in 2020 Variety
Point Cook, VIC 3030 143.8% Stores
Cranbourne, VIC 3977 148.6%
Fashion
& Apparel
Hoppers Crossing, VIC 3029 144.6% YOY growth
State YOY growth Toowoomba, VIC 4350 71.8%
Home
& Garden
Victoria 101.4% Craigieburn, VIC 3064 180.5%
New South Wales 63.8% Health
& Beauty
Australian Capital Territory 63.1% Metro areas 76.3% YOY growth
Hobbies &
Queensland 58.1% Recreational
Goods
Tasmania 57.2%
Regional areas 57.2% YOY growth Specialty
South Australia 54.2% Food &
Liquor
Western Australia 46.1% National YOY growth
Northern Territory 31.7%
69.6% The delivery
experience
vs 57% YOY across all categories
38 Inside Australian Online Shopping 2021Home & Garden 2020
eCommerce YOY growth Contents
YOY growth of April May August November
online purchases State of
Homewares & Appliances grew Click Frenzy’s May Mayhem During Victoria’s lockdown, NSW and Queensland saw strong
eCommerce
the fastest, at 139% YOY for the (20 May) event drove 96.4% Homeware & Appliances growth of 70% YOY and 65% YOY
month. Consumer Electronics & YOY growth for the month. accounted for two in five respectively. Pet Products recorded
Telecommunications hit its peak Growth peaked at 145% YOY purchases nationally and its biggest growth of the year, up 90%
of the year, growing 108% YOY. the week of Afterpay Day recorded 137% YOY growth. YOY. Online purchases from Home & Online
(20-21 May). Garden Stores grew 48.4% in the week shopping
of Cyber Monday (30 November). trends
150%
Variety
Stores
Fashion
& Apparel
100%
Home
& Garden
Health
50% & Beauty
Consumer Electronics
& Telecommunications Hobbies &
Recreational
Homewares & Goods
Appliances
Pet Products
0% Specialty
Tools & Garden Food &
Liquor
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
The delivery
2019 2020 experience
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