Online Shopping in New Zealand - Industry Market Research Report

Smartphone savvy: Revenue is still booming but the industry isn't as viral as it was mid-pandemic

The Online Shopping industry has expanded significantly over the past five years despite a challenging retail environment. Online stores have benefited from a shift in the way consumers conduct transactions. The COVID-19 pandemic has encouraged more consumers to shop online, particularly during periods of restrictions when bricks-and-mortar establishments were closed. Uncertain economic conditions stemming from the pandemic have also prompted many consumers to scale back expenditure on non-essential items by postponing purchases or opting for cheaper alternatives. Bargain hunting has also become increasingly prevalent, with consumers seeking greater choice and value when making discretionary purchases. The industry has capitalised from this change in consumer behaviour, as online stores typically offer broader choice and more competitive prices. Industry revenue is expected to grow by an annualised 10.5% over the five years through 2022-23, to $8.0 billion. This includes anticipated revenue growth of 5.1% in the current year.

Industry firms operate websites that sell a range of goods such as clothing, footwear, electronic goods, groceries and liquor, toys, sporting equipment, entertainment media, furniture and general merchandise. Industry players are either pure-play online retailers or bricks-and-mortar stores with an online presence. The industry does not include sales of goods or services by agents that do not take ownership of the goods and services, or sales of goods by individuals.

This report covers the scope, size, disposition and growth of the industry including the key sensitivities and success factors. Also included are five year industry forecasts, growth rates and an analysis of the industry key players and their market shares.