Synopsis
Provides in-depth analysis of the latest trends in online consumer shopping, covering drivers of online shopping, consumer insights, market dynamics (covering 25 product categories), and reviews of the latest best practice in online retail site design. 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 contexts on the penetration of online sales by product groups, how growth has developed over time, and key drivers of this market in the future.
Scope
Understand the consumer behavior and online trends in Australia.
Understand which products will be the major winners and losers in the coming years.
Learn from best practice approaches outlined in the case studies of leading online retailers.
Improve market and strategic planning using highly granular, forward-looking market data. Detailed category coverage is provided, covering 25 products across eight product groups that include: Apparel, Accessories, Luggage and Leather Goods, Books, News and Stationery, Electricals and Electronics, Food and Grocery, Furniture and Floor Coverings, Home and Garden Products, Music, Video and Entertainment Software, and Sports and Leisure Equipment.
Assess the impact of economic recession and recovery on market growth.
Summary
Why was the report written?
“Consumer Attitudes and Online Retail Development in Australia” is the result of Canadean’s extensive market research covering the online retail industry in Australia. It provides the magnitude, growth, share, and dynamics of the online retail market in Australia. It is an essential tool for companies active across Australia’s online retail value chain and for new companies considering entry into the Australian online retail market. It provides data for historic and forecast online retail sales, and also includes the business environment and country risk related to the Australian online retail environment. By examining best practice from leading national large-scale online retailers (but specifically excluding the likes of Amazon whose sites are well-known and vary little by country), as well as reviewing innovative approaches from smaller companies, the report provides insights and ideas about how best to approach growing online sales for your business.
What is the current market landscape and what is changing?
Traditional retailers are witnessing a consistent decline in customer footfalls and revenues as customers flock towards the online channel due to the high levels of convenience and competitive pricing. Traditional retailers have been uncharacteristically sluggish to adapt to the online channel despite its apparent advantages, a fact confirmed by the data and analytics firm Qauntium. According to the company’s Market Blueprint analysis as of May 2012, of the leading 15 online retailers, only two were multi-channel retailers. Recently, however, there have been positive signs from both international and domestic retailers, who have launched their own online marketplaces or strengthened their online offerings.
What are the key drivers behind recent market changes?
Consumers have been reacting to the effects of the global recession, including the following recovery period, on their discretionary spending and retail markets have been no exception. While the country by country market changes have varied, nowhere has been left totally untouched. This report quantitatively examines the components of change in the market by looking at historic and future growth patterns including how changes in consumers’ behavior have affected the online retail sector for different product categories.
Reasons To Buy
Purchases worth less than AUD1,000 made outside Australia are exempt from the GST. As a result, such purchases are considerably cheaper than local purchases and this has an adverse effect on traditional physical retailers. Major physical retailers such as Harvey Norman, Target and David Jones argue that this tax exemption is driving sales away from local retailers, leading to revenue losses. According to the National Retail Association of Australia (NAB), this could result in over 50,000 job losses within the retail industry, as retailers resort to implementing cost cutting measures. As a result, a number of local retailers have been lobbying the government to extend the GST on all foreign purchases or to lower the tax ceiling, in order to create a more level playing field for local and international retailers.
Table Of Contents
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 This report provides 2011 actual sales; while forecasts are provided for 2012 – 2016
1.2.2 Changes to terms used in the Canadean taxonomy
1.3 Summary Methodology
1.3.1 Overview
1.3.2 The triangulated market sizing method
1.3.3 Industry surveys in the creation of retail market data
1.3.4 Quality control and standardized processes
2 Consumer Insight: Online Shopping Attitudes and Behaviours
2.1 Overview of the Australia Online Shopping Environment
2.1.1 18 million internet users spend 19.4 hours online weekly
2.1.2 State of broadband market in the country improving due to successful implementation of National Broadband Plan initiatives
2.1.3 High smart-phone penetration and launch of 4G LTE services to boost mobile consumption
2.2 Consumer Attitudes and Behavior
2.2.1 18 million internet users spend 19.4 hours online weekly
2.2.2 Women represent half of the online shopping population, retailers respond by creating female-centric online shopping experiences
2.2.3 Brick-and-mortar retailers losing market share to the online retail channel
2.2.4 Foreign retailers popular among Australian online shoppers
2.2.5 Apparel, accessories and luxury goods to increase its market share in the Australian online retail market
2.2.6 Mobile commerce valued at AUD155 million in 2010
2.2.7 Consumers seek retailer interactions on social media platforms; retailers respond positively
2.2.8 Credit cards preferred payment mode followed by PayPal for Australians
3 Online Channel Dynamics
3.1 The Online Channel’s Share of Total Retail Sales
3.1.1 Australian online vs. offline channel forecasts
3.1.2 Online penetration: global and regional comparisons
3.1.2.1 Australia Online Retail Sales Penetration compared to Global Average
3.1.2.2 Australia Online Retail Sales Penetration compared to Asia Pacific Average
3.2 Channel Dynamics
3.2.1 Australia retail channel dynamics – future performance
3.2.2 Channel group share development
3.2.3 Individual channel performance
3.3 Category Dynamics
3.3.1 Online vs. offline retail sales comparison by category group, 2011
3.3.2 Online retail market dynamics by category
3.3.3 Online retail sales share by category group
3.3.4 Online retail sales growth by individual category
3.3.5 Food and grocery categories: market size and forecasts
3.3.6 Electrical and electronics categories: market size and forecasts
3.3.7 Music, video and entertainment software categories: market size and forecasts
3.3.8 Apparel, accessories, luggage and leather group categories: size and forecasts
3.3.9 Books, news and stationery categories: market size and forecasts
3.3.10 Sports and leisure equipment categories: market size and forecasts
3.3.11 Furniture and floor coverings categories: market size and forecasts
3.3.12 Home and garden categories: market size and forecasts
4 Case Studies: Leading Online Retailers in Australia
4.1 Appliances Online: Appliances Online
4.1.1 Business description
4.1.2 Site experience
4.2 Retailer 2: ABC Shop
4.2.1 Business description
4.2.2 Site experience
4.3 Other Innovative Retailers in Australia
4.3.1 Sneaking Duck
4.3.2 Sports Girl
4.3.3 Shoes of Prey
4.3.4 Zazz!
5 Appendix
5.1 About Canadean
5.2 Disclaimer
List Of Tables
Table 1: Australia Exchange Rate AUD–US$ (Annual Average), 2006–2011
Table 2: Canadean Retail Channel Definitions
Table 3: Canadean Retail Category Definitions
Table 4: Changes to Canadean Taxonomy
Table 5: Canadean Retail Country Coverage
Table 6: Australia Online vs. Offline Retail Sales and Forecast (AUD billion),2006–2016
Table 7: Australia Online vs. Offline Retail Sales and Forecast (US$ billion),2006–2016
Table 8: Australia Online vs. Offline Retail Sales and Forecast (% Share), 2006–2016
Table 9: Australia Online Sales vs. Global Average
Table 10: Australia Online Sales vs. Asia Pacific
Table 11: Australia Overall Retail Segmentation (AUD billion) by Channel Group, 2006–2016
Table 12: Australia Channel Retail Sales and Forecast (AUD billion) by Channel Group, 2006–2016
Table 13: Australia Channel Retail Sales and Forecast (US$ billion) by Channel Group, 2006–2016
Table 14: Australia Channel Retail Sales and Forecast (% Share) by Channel Group, 2006–2016
Table 15: Australia Channel Retail Sales and Forecast (AUD billion) by Channel, 2006–2016
Table 16: Australia Channel Retail Sales and Forecast (US$ billion) by Channel, 2006–2016
Table 17: Australia Retail Sales Split (AUD million), Online vs. Offline, 2011
Table 18: Australia Retail Sales Split (US$ million), Online vs. Offline, 2011
Table 19: Australia Online Retailers Market Dynamics by Category Group, 2006–2016
Table 20: Australia Online Retail Sales and Forecast (AUD million) by Category Group, 2006–2016
Table 21: Australia Online Retail Sales and Forecast (US$ million) by Category Group, 2006–2016
Table 22: Australia Total and Online Retail Sales in Food and Grocery Categories (AUD million),2006–2016
Table 23: Australia Total and Online Retail Sales in Food and Grocery Categories (US$ million),2006–2016
Table 24: Australia Total and Online Retail Sales in Electrical and Electronics Categories (AUD million),2006–2016
Table 25: Australia Total and Online Retail Sales in Electrical and Electronics Categories (US$ million),2006–2016
Table 26: Australia Total and Online Retail Sales in Music, Video and Entertainment Categories (AUD million),2006–2016
Table 27: Australia Total and Online Retail Sales in Music, Video and Entertainment Categories (US$ million),2006–2016
Table 28: Australia Total and Online Retail Sales in Apparel, Accessories, and Luggage and Leather Categories (AUD million),2006–2016
Table 29: Australia Total and Online Retail Sales in Apparel, Accessories, and Luggage and Leather Categories (US$ million),2006–2016
Table 30: Australia Total and Online Retail Sales in Books, News and Stationery Categories (AUD million),2006–2016
Table 31: Australia Total and Online Retail Sales in Books, News and Stationery Categories (US$ million),2006–2016
Table 32: Australia Total and Online Retail Sales in Sports and Leisure Equipment Categories (AUD million),2006–2016
Table 33: Australia Total and Online Retail Sales in Sports and Leisure Equipment Categories (US$ million),2006–2016
Table 34: Australia Total and Online Retail Sales in Furniture and Floor Coverings Categories (AUD million),2006–2016
Table 35: Australia Total and Online Retail Sales in Furniture and Floor Coverings Categories (US$ million),2006–2016
Table 36: Australia Total and Online Retail Sales in Home and Garden Products Categories (AUD million),2006–2016
Table 37: Australia Total and Online Retail Sales in Home and Garden Products Categories (US$ million),2006–2016
List Of Figures
Figure 1: The Triangulated Market Sizing Methodology
Figure 2: Total Internet Users and Penetration, 2006–2011
Figure 3: Total Fixed Broadband Internet Subscribers and Penetration, 2006–2011
Figure 4: Total Mobile Users and Penetration, 2006–2011
Figure 5: Total Population, Internet Users and Online Shoppers, 2011
Figure 6: Australia Online Shoppers according to Age Group, 2011
Figure 7: Australia Online Shoppers according to Income Group, 2011
Figure 8: Australia Online Shoppers Distribution according to Region, 2011
Figure 9: Low Touch Products Forecast Growth and Penetration, 2011–2016
Figure 10: High Touch Products Forecast Growth and Penetration, 2011–2016
Figure 11: Australia Online and Offline Retail Sales and Forecast (US$ billion), 2006–2016
Figure 12: Australia Online Sales vs. Global Average (% of Total Retail)
Figure 13: Australia Online Sales vs. Asia Pacific Countries Average (% of Total Retail)
Figure 14: Australia Overall Retail Market Dynamics by Channel Group, 2006–2016
Figure 15: Australia Retail Sales and Forecast (AUD billion) by Channel Group, 2006–2016
Figure 16: Australia Retail Sales, Online vs. Offline, 2011
Figure 17: Australia Online Retailers Market Dynamics by Category Group, 2006–2016
Figure 18: Australia Online Retail Sales and Forecast (US$ million) by Category Group, 2006–2016
Figure 19: Appliances Online - Use of Online Space
Figure 20: Appliances Online - Use of Images in Product and Brand Categorization
Figure 21: Appliances Online - Product Filter and Thumbnail View
Figure 22: Appliances Online - Product Information Page
Figure 23: Appliances Online - 360OView of Product
Figure 24: ABC Shop - Website Overview
Figure 25: ABC Shop - Product Page View:
Figure 26: ABC Shop - Search Result and Product Filter
Figure 27: Sneaking Duck- Virtual Mirror
Figure 28: Sports Girl – Product View
Figure 29: Shoes of Prey - Design Interface
Figure 30: Zazz! - Site Layout
