australian ecommerce market 2010
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1
Breakfast Briefing
Sponsored by:
eCommerce in Australia
Research Insights and Analysis 23 June 2010
Phil Harpur, Senior Research Manager, Digital Media ANZ
2
Frost & Sullivan eCommerce Study – Key Deliverables
1. Consumer survey - 1000 Australian online shoppers
Deep dive analysis - five product categories.
Electronics (TV, Home Theatre, Audio, Cameras & Mobile
Phones)
Computers (Hardware, Software, Peripherals & Accessories)
Books CDs/ DVDs
Jewellery + Fashion Accessories
Clothing & footwear
2. In-depth interviews – of local etailers.
Full report to be released in early July
3
Australian consumer eCommerce landscape
Australia lags US & UK markets significantly.
Aus online is 3% of total retail sales (domestic) vs. 5%+ in
both US and UK
(physical goods only, excludes travel, accommodation, tickets,
financial service products)
40% of online expenditure in Australia is to overseas sites
4
Inhibitors to growth and global threats
Key inhibitors include:
strong local physical store presence;
Lack of competition in postal / delivery services.
Global threats include:
Overseas websites targeting local consumers;
Marketplaces and tools powering other retailers.
Lack of presence by large retail chains - needed to kick-start market
5
Drivers of online purchasing
2%
12%
17%
29%
39%
0% 10% 20% 30% 40% 50%
Other
Easier to locate product I am looking for
More comprehensive range of goods
Convenience of shopping from home
Cheaper prices
Most important reason for purchasing online
Source: Frost & Sullivan, eCommerce Consumer Survey, 2010
6
Future spending intentions
62%
16%
21%
0% 10% 20% 30% 40% 50% 60% 70%
About the same
Less
More
Intention to spend more/less over next 12 months
Source: Frost & Sullivan, eCommerce Consumer Survey, 2010
7
Percentage of overseas purchases
11%
7%
13%
13%
56%
0% 10% 20% 30% 40% 50% 60%
>75%
>50% to 75%
>25% to 50%
10% to 25%
Less than 10%
Percentage of goods purchased from overseas websites
Source: Frost & Sullivan, eCommerce Consumer Survey, 2010
8
Drivers of overseas purchases
27%
2%
1%
2%
24%
44%
0% 10% 20% 30% 40% 50%
I dont purchase from overseas e-Commerce stores
Other
Purchasing for someone located overseas
Higher level of trust
Wider variety of goods
Cheaper goods
Main reason for purchasing from overseas websites
Source: Frost & Sullivan, eCommerce Consumer Survey, 2010
9
Most Popular Websites in Shopping and Classifieds
Most Popular Websites in Shopping and Classifieds ranked by Visits - Month of May, 2010
All Sites (incl. International)
Rank Websites Domain Visits
1 eBay Australia www.ebay.com.au 27.12%
2 eBay www.ebay.com 3.47%3 Amazon.com www.amazon.com 1.98%4 Trading Post Online www.tradingpost.com.au 1.13%
5 hp www.hp.com 0.89%6 Ticketek.com www.ticketek.com.au 0.84%
7 Apple (Australia) www.apple.com/au 0.82%
8 eBay Motors Australia cars.ebay.com.au 0.76%
9 Gumtree Sydney sydney.gumtree.com.au 0.67%10 Rewards Central www.rewardscentral.com.au 0.67%
eBay is by far the most
popular shopping site
eBay Australia dominates but
some are shopping on eBay
internationally
No Australian retail chains are
in the top 10
Source: Experian Hitwise, May 2010
10
Forecasts, challenges and growth opportunities
Aus market predicted to grow from $12 billion in 2010 to $18 billion by 2014
Opportunities with differentiation in product or business model
Clothing, footwear, jewellery and accessories- strong growth will continue
Commodity items lacking differentiation – slower growth
Strategies for Multi-channel players:
in-store pick-up;
after sales service / exchanges;
click-to-chat;
flexible payment options.
459 491
587
0
100
200
300
400
500
600
700
AUS US UK
2010 per capita eCommerce spend ($US)
11
Time of week spent shopping online
58%19%
23%
Time of the week spent most time shopping for online
Both about the same
Weekends
Weekdays
Source: Frost & Sullivan, eCommerce Consumer Survey, 2010
12
Method used for Internet Purchases
1%
2%
6%
15%
35%
42%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Other (please specify)
Credit / debit card (at point of delivery)
Bank / Money transfer
Debit Card (via Internet)
Credit card (via Internet)
PayPal
Payment method used to make most Internet purchases in prior 12 months
Source: Frost & Sullivan, eCommerce Consumer Survey, 2010
13
Pre-purchase considerations
5%
6%
7%
7%
57%
59%
64%
0% 10% 20% 30% 40% 50% 60% 70%
None
Other
Vertical speciality site / portal
Online directory
Price comparison website
Product review site
Search engine
Sites typically visited before making a purchasing decision
Source: Frost & Sullivan, eCommerce Consumer Survey, 2010
14
Impact of online advertising
25%
75%
Have you purchased online after clicking on an ad in the last 12 months?
Yes
No
Source: Frost & Sullivan, eCommerce Consumer Survey, 2010
15
Negative online shopping experiences
55%
2.5%
6%
12%
14%
15%
18%
0% 20% 40% 60%
None
Credit card / debit card number was stolen.
Never got the item I ordered.
Merchandise was different than represented.
Had difficulty finding what I was looking for.
Difficulty contacting store for query/problem.
The item arrived too late.
Negative online shopping experiences in the last 12 months
Source: Frost & Sullivan, eCommerce Consumer Survey, 2010
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