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Consumer Attitudes and Online Retail Dynamics in Australia, 2014-2019

Consumer Attitudes and Online Retail Dynamics in Australia, 2014-2019


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Executive Summary

Online retailing in Australia will continue to grow with the increasing penetration of smart handheld devices, coupled with a well-developed internet infrastructure. A young and technological literate population will further supplement growth. However, Australians remain cautious about their spending habits and continuously look for price saving opportunities, so prefer to shop through international retailers, as they offer a wider range of products at lower prices when compared to domestic retailers. In the light of changing consumer shopping styles, click and collect services are gaining prominence. As an omni-channel initiative, retailers have been expanding across the country with such services, as a measure to improve customer convenience.

Key Findings

- Online retailing is expected to grow at a CAGR of 10.4% over the forecast period, while physical store retailing is set grow at a CAGR of 2.7%

- Online retailers are partnering with offline retailers to offer click and collect services to time constrained shoppers

- Credit/debit cards are the preferred payment methods for domestic transactions, while the majority of cross border transactions take place through PayPal

- Apparel, accessories, luggage, and leather goods is expected to be the fastest growing product category in 2014-2019, at a CAGR of 13.1%.

Synopsis

"Consumer Attitudes and Online Retail Dynamics in Australia, 2014-2019" provides data for historic and forecast online retail sales, and also includes information on the business environment and country risk related to the Australian online retail environment. In addition, it analyses the key consumer trends influencing Australian online retail industry.

What else does this report offer?

- It provides in-depth analysis of the latest trends in online consumer shopping, covering the factors driving online shopping, consumer insights, market dynamics (covering 26 product categories), and reviews of the latest best practice in online retail site design

- Market insights based on consumer trends, changing economic and demographic factors, and other macroeconomic factors

- Based on the latest data, the report not only provides details of the size and growth of this increasingly important channel, it also provides essential context on the penetration of online sales by product groups, how growth has developed over time, and key factors, with forecasts, that will drive this market in the future

Reasons To Buy

- Improve market and strategic planning using highly granular, forward-looking market data across 26 categories under nine product groups that include: Apparel, Accessories, Luggage and Leather Goods, Books, News and Stationery, Electricals and Electronics, Food and Grocery, Health and Beauty, Furniture and Floor Coverings, Home and Garden Products, Music, Video and Entertainment Software, and Sports and Leisure Equipment

- Understand which products will be the major winners and losers in the online arena in the coming years

- Get an in-depth analysis of the latest trends in online retailing in Australia, covering the factors driving online spending across the categories

- Learn from best practice approaches outlined in the case studies of leading online retailers by examining their unique retailing attitudes and reviewing innovative retailers, which provides insights and ideas to remain competitive and profitable

1 Introduction

1.1 What is this Report About?

2 Executive Summary

3 Market at a glance

4 Consumer Insight: Online Shopping Attitudes and Behaviors

4.1 Overview of Australias Online Shopping Environment

4.1.1 Internet penetration in Australia is reaching saturation point

4.1.2 Average broadband speed recorded in Australia is low

4.2 Consumer Attitudes and Behavior

4.2.1 Australian online shoppers prefer international players rather than domestic players

4.2.2 Social media increasingly becoming a hub to engage with shoppers

4.2.3 Online groceries sales is on rise

4.2.4 Retailers offering "Click and Collect" service to fulfil the needs of busy consumer lifestyles

4.2.5 M-commerce is soaring in Australia, with the rise of smartphones and mobile internet penetration

4.2.6 Credit/debit cards is the most preferred online payment option for domestic transactions whereas PayPal for cross border transactions

4.2.7 Pure play online retailers lose market share to bricks and mortar stores as they adopt omni-channel strategies

5 Online Channel Dynamics

5.1 The Online Channels Share of Total Retail Sales

5.1.1 Australia online vs. offline channel forecasts

5.1.2 Online penetration: global and regional comparisons

Australia Online Retail Sales penetration compared to the Global Average 28

5.2 Channel Dynamics

5.2.1 Australia retail channel dynamics - future performance

5.2.2 Channel group share development

5.2.3 Individual channel performance

5.3 Category Dynamics

5.3.1 Online vs. offline retail sales comparison by category group, 2014

5.3.2 Online retail market dynamics by category

5.3.3 Online retail sales share by category group

5.3.4 Online retail sales growth by individual category

5.3.5 Food and grocery categories: market size and forecasts

5.3.6 Electrical and Electronics categories: market size and forecasts

5.3.7 Music, video, and entertainment software categories: market size and forecasts

5.3.8 Apparel, accessories, luggage and leather goods categories: size and forecasts

5.3.9 Books, News and Stationery categories: Market Size and Forecasts

5.3.10 Sports and Leisure equipment categories: market size and forecasts

5.3.11 Furniture and floor coverings categories: market size and forecasts

5.3.12 Home and Garden categories: market size and forecasts

5.3.13 Health & Beauty categories: market size and forecasts

6 Case Studies: Leading Online Retailers in Australia

6.1 Retailer 1: Appliances Online

6.1.1 Business Description

6.1.2 Site Experience

6.2 Retailer 2: ABC Shop

6.2.1 Business Description

6.2.2 Site Experience

6.3 Retailer 3: Kogan

6.3.1 Business Description

6.3.2 Site Experience

6.4 Retailer 4: The Iconic

6.4.1 Business Description

6.4.2 Site Experience

6.5 Other Innovative Retailers in Australia

6.5.1 Sneaking Duck

6.5.2 Shoes of Prey

7 Appendix

7.1 Definitions

7.1.1 This report provides 2014 actual sales; while forecasts are provided for 2015 - 2019

7.2 Summary Methodology

7.2.1 Overview

7.2.2 The triangulated market sizing method

7.2.3 Industry surveys in the creation of retail market data

7.2.4 Quality control and standardized processes

7.3 About Conlumino

7.4 Disclaimer

Figure 1: Share of Online Retail Sales in Total Retail Sales, 2014 and 2019

Figure 2: GDP Annual growth rates: 2009-2014

Figure 3: Total Internet Users and Penetration, 2009-2014

Figure 4: Total Fixed Broadband Subscribers and Penetration, 2009-2014

Figure 5: Active Users on Popular Social Networks in Australia (Million), 2015*

Figure 6: Click and Collect Service by eBay

Figure 7: M-Commerce in Australia

Figure 8: Preferred online payment options for domestic transactions

Figure 9: Omni-channel retail strategies adopted by Woolworths

Figure 10: Regional Fixed Broadband Users and its Penetration, 2012 and 2017

Figure 11: Regional Mobile Broadband Users and its Penetration, 2012 and 2017

Figure 12: Australia Online and Offline Retail Sales and Forecast (AUD billion), 2009-2019

Figure 13: Australia Online Sales vs. Global Average (% of Total Retail)

Figure 14: Australia Online Sales vs. Asia Pacific Countries Average (% of Total Retail)

Figure 15: Australia Overall Retail Market Dynamics by Channel Group, 2009-2019

Figure 16: Australia Retail Sales and Forecast (AUD billion) by Channel Group, 2009-2019

Figure 17: Australia Retail Sales, Online vs. Offline, 2014

Figure 18: Australia Online Market Dynamics by Category Group, 2009-2019

Figure 19: Australia Online Retail Sales and Forecast (AUD million) by Category Group, 2009-2019

Figure 20: Appliances Online - Use of Online Space

Figure 21: Appliances Online - Use of Images in Product Categorization, Table illustrating the advantages and disadvantages of various categories of products

Figure 22: Appliances Online - Product Filter and features of the product

Figure 23: Appliance Online Product Information Page

Figure 24: Appliances Online Customer Reviews

Figure 25: ABC Shop - Website Overview

Figure 26: ABC Shop - Website Overview

Figure 27: ABC Shop - Website Overview

Figure 28: ABC Shop - Customer Reviews

Figure 29: Kogan - Home Page

Figure 30: Kogan - Website Overview

Figure 31: Kogan - Product Overview

Figure 32: Kogan - Product Review Page

Figure 33: Kogan: Mobile Version

Figure 34: The Iconic - Home Page

Figure 35: The Iconic - Use of Images in Product Categorization

Figure 36: The Iconic - Product Filter and features of the product

Figure 37: The Iconic Online Product Information Page

Figure 38: The Iconic: Mobile Version

Figure 39: Sneaking Duck - Home Page

Figure 40: Shoes of Prey - Design Interface

Figure 41: The Triangulated Market Sizing Methodology

Table 1: Online Retail Sales in Australia, 2014 and 2019

Table 2: Australia Online vs. Offline Retail Sales and Forecast (AUD billion), 2009-2019

Table 3: Australia Online vs. Offline Retail Sales and Forecast (US$ billion), 2009-2019

Table 4: Australia Online vs. Offline Retail Sales and Forecast (% Share), 2009-2019

Table 5: Australia Online Sales vs. Global Average, 2009, 2014, and 2019

Table 6: Australia Online Sales vs. Asia Pacific, 2009, 2014 and 2019

Table 7: Australia Overall Retail Segmentation (AUD billion) by Channel Group, 2009-2019

Table 8: Australia Channel Retail Sales and Forecast (AUD billion) by Channel Group, 2009-2019

Table 9: Australia Channel Retail Sales and Forecast (US$ billion) by Channel Group, 2009-2019

Table 10: Australia Channel Retail Sales and Forecast (% Share) by Channel Group, 2009-2019

Table 11: Australia Channel Retail Sales and Forecast (AUD billion) by Channel, 2009-2019

Table 12: Australia Channel Retail Sales and Forecast (US$ billion) by Channel, 2009-2019

Table 13: Australia Retail Sales Split (AUD million), Online vs. Total Retail, 2014

Table 14: Australia Retail Sales Split (US$ million), Online vs. Total Retail, 2014

Table 15: Australia Online Market Dynamics by Category Group, 2009-2019

Table 16: Australia Online Retail Sales and Forecast (AUD million) by Category Group, 2009-2019

Table 17: Australia Online Retail Sales and Forecast (US$ million) by Category Group, 2009-2019

Table 18: Australia Total and Online Retail Sales in Food and Grocery Categories (AUD million), 2009-2019

Table 19: Australia Total and Online Retail Sales in Food and Grocery Categories (US$ million), 2009-2019

Table 20: Australia Total and Online Retail Sales in Electrical and Electronics Categories (AUD million), 2009-2019

Table 21: Australia Total and Online Retail Sales in Electrical and Electronics Categories (US$ million), 2009-2019

Table 22: Australia Total and Online Retail Sales in Music, Video, and Entertainment Categories (AUD million), 2009-2019

Table 23: Australia Total and Online Retail Sales in Music, Video, and Entertainment Categories (US$ million), 2009-2019

Table 24: Australia Total and Online Retail Sales in Apparel, Accessories, Luggage and Leather Categories (AUD million), 2009-2019

Table 25: Australia Total and Online Retail Sales in Apparel, Accessories, Luggage and Leather Categories (US$ million), 2009-2019

Table 26: Australia Total and Online Retail Sales in Books, News and Stationery Categories (AUD million), 2009-2019

Table 27: Australia Total and Online Retail Sales in Books, News and Stationery Categories (US$ million), 2009-2019

Table 28: Australia Total and Online Retail Sales in Sports and Leisure Equipment Categories (AUD million), 2009-2019

Table 29: Australia Total and Online Retail Sales in Sports and Leisure Equipment Categories (US$ million), 2009-2019

Table 30: Australia Total and Online Retail Sales in Furniture and Floor Coverings Categories (AUD million), 2009-2019

Table 31: Australia Total and Online Retail Sales in Furniture and Floor Coverings Categories (US$ million), 2009-2019

Table 32: Australia Total and Online Retail Sales in Home and Garden Products Categories (AUD million), 2009-2019

Table 33: Australia Total and Online Retail Sales in Home and Garden Products Categories (US$ million), 2009-2019

Table 34: Australia Total and Online Retail Sales in Health & Beauty Categories (AUD million), 2009-2019

Table 35: Australia Total and Online Retail Sales in Health & Beauty Categories (US$ million), 2009-2019

Table 36: Australia Exchange Rate AUD-US$ (Annual Average), 2009-2014

Table 37: Australia Exchange Rate AUD-US$ (Annual Average), 2015-2019 Forecasts

Table 38: Conlumino Retail Channel Definitions

Table 39: Conlumino Retail Category Definitions

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Appliances Online

ABC shop

Kogan

The Iconic

Sneaking Duck

Shoes of Prey

Australia, online, retail, clothing, footwear, books, news and stationery, electrical and electronics, food and grocery, personal care, furniture and floor coverings, home and garden products, music, video and entertainment software, sports and leisure equipment, luggage and leather goods, m-commerce, social media, free delivery and low prices


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