1、Inside Australian Online Shopping 2020 eCommerce Industry Report Overview About this report This is the fifth edition of the Inside Australian Online Shopping eCommerce Industry Report. Weve taken an in-depth look at the impact Covid-19 has had on eCommerce in Australia while also looking back on ho

2、w the landscape evolved during 2019. The report has been prepared using parcels data recorded by the Australia Post Group, unless otherwise stated. This edition examines the trends of frequent cross border online shoppers across 41 countries. It also includes information on four key international ma

3、rkets: the United States, New Zealand, the United Kingdom and China. 2020 eCommerce Industry Report02 Home Overview 2019 in review Fashion as are retailers who have not previously held a strong online presence. For March 2020, total retail spend (excluding cafes, restaurants and takeaway) was up 15.

4、5% YOY and 13.7% on February 2020, with this growth largely driven by bulk purchases in food retail.1 Over March, online also saw strong growth, accounting for 12.3% of total retail spend, compared to 11.3% in 2019.2 April is traditionally a quiet month for eCommerce, as people cut back on spending

5、after Christmas. However, April 2020 set a new record, with online purchases 6.8% higher than the previous largest recorded period the 30 days to 18 December 2019 which encompassed Black Friday and the pre-Christmas rush. To demonstrate the scale of this growth, the four days from Easter Tuesday 202

6、0 was 2% higher when compared to the four days from Cyber Monday in 2019. This influx of purchasing in April 2020 brought the number of households shopping online for the month to a massive 5.2 million, an increase of 31% when compared to the average in 2019. Consequently, online goods spend grew by

7、 95% YOY in the same month.3 This industry-wide shift has been as dramatic as it has been swift and will no doubt alter future buying behaviour. While the current acceleration were seeing may begin to steady, many of the changes weve seen are likely here to stay through the rest of 2020 and beyond.

8、5.2m households shopped online in April 2020 2020 eCommerce Industry Report07 Home Overview 2019 in review Fashion in April 2020 this increased to 2.5 million households per week. The initial focus for shoppers was on essential items, as uncertainty led to panic buying of groceries, pharmaceuticals,

9、 hygiene items, alcohol, and of course, toilet paper.5 As government messaging on restrictions became clearer, understanding grew of what could and couldnt be obtained easily, leading to a more measured consumer approach towards buying essentials. As Australians settled in at home, online purchases

10、transitioned to entertainment, self-improvement, DIY, comfortable and casual clothing (e.g. loungewear and athleisure), and gifts to connect with loved ones. Fashion demand softened in the early stages of the pandemic, when purchasing priorities geared towards needs rather than wants, initially dipp

11、ing to negative 5% YOY. This soon rebounded as people acclimatised to home life, recovering to single digit growth rates before reaching highs of 100% YOY, as more active and leisure wear was purchased. Media, which includes books and stationery, has also had its share of highs and lows. The industr

12、y saw a contraction early in the year, likely due to uncertainty around the commencement of university courses and a reduction in international students. The category picked up in mid-March as consumer demand switched from academia to fiction/ non-fiction, with reading for pleasure and books on hobb

13、ies and projects becoming more popular.6 Wine and liquor has been a hot favourite for Australians during the pandemic, with online purchases peaking during March and April, and reaching highs of over 160% YOY. Department store purchases also grew by 400% YOY during the Easter week, with the sheer ra

14、nge of goods proving a popular drawcard for Aussies at home. 2020 eCommerce Industry Report08 Home Overview 2019 in review Fashion & Apparel Variety Stores Health & Beauty Home & Garden Hobbies & Recreational Goods Specialty Food & Liquor Cross Border Overview Buyer behaviour 23 Feb01 Mar08 Mar15 Ma

15、r22 Mar29 Mar05 Apr12 Apr19 Apr26 Apr03 May AfterPay Day VOSNGood Friday Easter Sunday ANZAC Day 11 Mar: Pandemic declared 13 Mar: Limit 500 gathering 18 Mar: Limit 100 gathering 23 Mar: Pubs close, restaurants t/a only 29 Mar: Restricted to 2 persons only Media Specialty Food & Liquor Fashion Varie

16、ty Stores Health & Beauty Hobbies & Recreational Goods Home & Garden Online purchases YOY growth 0% 100% 200% 2020 eCommerce Industry Report09 Home Overview 2019 in review Fashion & Apparel Variety Stores Health & Beauty Home & Garden Hobbies & Recreational Goods Specialty Food & Liquor Cross Border

17、 Overview New shoppers April 2020 welcomed more than 200,000 new shoppers to the online space. Of these, over a third (35.5%) made an online purchase more than once, and 16.7% shopped three or more times. Seasoned shoppers also increased their online shopping frequency in April, with 52.6% purchasin

18、g online three or more times over the month. This indicates that shoppers are staying engaged, and online shopping habits are starting to take hold. For new shoppers, there are two distinct sets of locations where residents have begun buying online. The first is metro areas, such as Perth, East Pert

19、h, and Adelaide, where the usual ease of popping out to a store to pick up an item has been limited. The second is inner regional areas, such as Point Lonsdale and Cowes, where residents have a median age at least 13 years higher than the national average of 38.7 These residents, who previously may

20、not have been accustomed to making online purchases are now experiencing the need to alter their shopping habits. Top 10 locations by percentage of new online shoppers Point Lonsdale, VIC 32251 Cowes, VIC 39222 Adelaide, SA 50003 Coolangatta, QLD 42254 East Perth, WA 60045 Perth, WA 60006 Portarling

21、ton, VIC 32237 Rye, VIC 39418 Lakemba, NSW 21959 Woodridge, QLD 411410 200k+ new households shopped online in April 2020 102020 eCommerce Industry Report Home Overview 2019 in review Fashion & Apparel Variety Stores Health & Beauty Home & Garden Hobbies & Recreational Goods Specialty Food & Liquor C

22、ross Border Overview Delivery choices As a result of self-isolation measures, the majority of people are receiving their online purchases at home. In April 2020, 91% of all deliveries went to homes. This was a 9% increase in share compared to the whole of 2019. 10% of deliveries in 2019 were deliver

23、ed to workplaces. In April 2020, that proportion was only 4%. Alternate delivery options made up the remaining percentage, proving popular with a YOY increase of 30.3%. Shoppers have become more particular than ever about how their parcels are delivered, with people making choices to suit their life

24、style and way of working. The biggest yearly increase was during the Easter period, with the two weeks on either side of the holiday experiencing growth of over 55% YOY in alternative delivery options, as people stayed at home and shopped online. While we will see workers gradually make a return to

25、the office, social distancing measures may mean that flexible working remains prevalent, making choice, convenience and flexibility in delivery even more important. Parcel lockers remain a popular choice however, CBD usage of the lockers was down 25% in the week commencing 3 May 2020, when compared

26、to the week commencing 8 March 2020. Usage of parcel lockers outside of CBD locations increased 25% to cover the shortfall during the same period. Click and Collect also continues to grow, as it alleviates the cost versus expediency dilemma for sellers and buyers. The number of Click and Collect sho

27、ppers grew by 7% between July 2019 and March 2020 when compared to the 2019 financial year.8 30.3% growth YOY in alternative delivery options in April 2020 112020 eCommerce Industry Report Home Overview 2019 in review Fashion & Apparel Variety Stores Health & Beauty Home & Garden Hobbies & Recreatio

28、nal Goods Specialty Food & Liquor Cross Border Overview When online purchases are made 2019April 2020 Early morning 69am 3.0% 3.0% 17.2% 15.6% 9.6% 8.5% 23.7% 21.0% 11.9% 11.6% 25.8% 32.3% 6.9% 6.8% 1.8% 1.2% Mid morning 9am12pm Lunch time 122pm Afternoon 25pm Early Evening 57pm Mid Evening 710pm La

29、te Evening 10pm12am After Midnight 126am Shopping habits When and how purchases are made has shifted in response to 2020 events. Previously, purchasing tended to occur more often during the evening (32% between 710pm in 2019). Australia Posts market research indicates this was spread more consistent

30、ly throughout the day during April 2020.8 As we spend less time commuting, and being out and about, smartphone purchases have dropped. In April 2020, the share was 25%, a decline of three percentage points compared to the whole of 2019. Laptop purchases have risen to 36% in April 2020. In 2019, that

31、 proportion was 33%.8 Interestingly, the share of credit card usage for online purchases has risen from 23.9% in 2019 to 26% in April 2020.8 How online purchases are made Smartphone 25.7% April 2020 28.7% 2019 Desktop computer 27.9% April 2020 27.0% 2019 Laptop computer 36.4% April 2020 33.3% 2019 T

32、ablet computer/device 10.1% April 2020 11.0% 2019 122020 eCommerce Industry Report Home Overview 2019 in review Fashion & Apparel Variety Stores Health & Beauty Home & Garden Hobbies & Recreational Goods Specialty Food & Liquor Cross Border Overview April 2020 national average YOY growth 95% Online

33、shopping growth 2019April 2020YOY growth 111%VIC ACT102% 16.4% NSW98% 16.5% TAS94% 16.6% SA86% 16.9% QLD81% 16.1% WA78% 16.0% NT43% 7.7% 2019 national average YOY growth 17.2% 19.9% States and Territories In Australias States and Territories eCommerce growth in April 2020 left the growth figures fro

34、m 2019 well and truly in its wake. Victoria grew 111% YOY in April, compared to 19.9% in 2019 and the Australian Capital Territory and New South Wales grew by an astonishing 102% and 98% YOY respectively, compared to 16.4% and 16.5% in 2019. In 2019 Victoria was also the clear winner, with growth of

35、 19.9% YOY. It was also the only State or Territory to see growth above the national average of 17.2% YOY. Predictably, it was also the fastest growing state by population, growing at 2% YOY, compared to the national population growth of 1.5% (as of September 2019).9 Victoria #1 YOY growth 111% 1320

36、20 eCommerce Industry Report Home Overview 2019 in review Fashion & Apparel Variety Stores Health & Beauty Home & Garden Hobbies & Recreational Goods Specialty Food & Liquor Cross Border Overview Major Cities and Regional Australia Similar trends can be seen when looking at different locations aroun

37、d the country. Very remote Australia registered more than 56% growth YOY in April 2020, compared to 10.8% in 2019. Though regional areas saw strong growth, major cities dominated overall with Melbourne, Sydney and Canberra all recording above average growth. Shoppers from major cities also increased

38、 their share of online purchases over the past year. In April 2020, the proportion of online purchases made in major cities had increased by 1.4 percentage points, up on 2019. This resulted in 90% of all eCommerce purchases being made by shoppers who live in major cities and inner regional areas in

39、April 2020. Major Cities and Regional Australia April 2020 national average YOY growth 95% 2019 national average YOY growth 17.2% 15.4% 12.9% 11.9% 10.8% Major Cities of Australia Very Remote Australia Remote Australia Outer Regional Australia Inner Regional Australia 100% 89% 72% 64% 56% 2019April

40、2020YOY growth 18.5% 142020 eCommerce Industry Report Home Overview 2019 in review Fashion & Apparel Variety Stores Health & Beauty Home & Garden Hobbies & Recreational Goods Specialty Food & Liquor Cross Border 2019 in review 15 2019 in review 2020 eCommerce Industry Report Home Overview 2019 in re

41、view Fashion & Apparel Variety Stores Health & Beauty Home & Garden Hobbies & Recreational Goods Specialty Food & Liquor Cross Border 2019 in review A look back at 2019 Total retail sales in Australia (excluding cafes, restaurants and takeaway food) recorded modest growth of 2.7% in 2019, reaching a

42、 dollar value of $282.8 billion.1 Over the year Australians spent $32 billion online, an increase of 17.5% YOY and amounting to 11.3% of the total retail spend.2 If we compare this to all retail sales (including cafes, restaurants and takeaway food), the online retail sales component drops to 9.7%.2

43、 The number of online purchases is growing at close to the same rate as online spend, suggesting people are becoming more cost-focused. Online goods spend $32B up 17.5% Total retail spend $282.8B up 2.7% 11.3% online share of total retail spend 162020 eCommerce Industry Report Home Overview 2019 in

44、review Fashion & Apparel Variety Stores Health & Beauty Home & Garden Hobbies & Recreational Goods Specialty Food & Liquor Cross Border 2019 in review What were Australians buying online in 2019? Variety Stores, with an ever- expanding range of goods, remained the most popular online shopping channe

45、l. So popular in fact, that specialty goods such as home and garden products were more likely to be purchased from a variety store than from a specialty retailer. Other products such as toys and games were heading in the same direction. Fashion and apparel remained the most popular items purchased o

46、nline, while other categories such as Specialty Food & Liquor continued to grow in market share as consumer confidence increased. Media 7.3% 6.9% Specialty Food & Liquor 9.4% 4.5% Fashion & Apparel 27.2% Variety Stores 35.5% Health & Beauty 12.4% 8.3% Hobbies & Recreational Goods 6.1% 7.0% Home & Ga

47、rden 10.5% 10.6% National average YOY growth 17.2% Share of online purchases Year on year growth by specialty retailers 21.0% 22.3% 172020 eCommerce Industry Report Home Overview 2019 in review Fashion & Apparel Variety Stores Health & Beauty Home & Garden Hobbies & Recreational Goods Specialty Food

48、 & Liquor Cross Border 2019 in review Variety Stores Variety Stores was the fastest growing channel for purchases in 2019 and grew 22.3% YOY, with marketplaces accounting for almost two-thirds (61%) of these purchases. Major & Discount Stores were the big surprise of the year, growing 45.2% YOY. Fas

49、hion & Apparel Fashion and apparel remained the most popular items purchased online in 2019, and accounted for over a third of goods bought from variety stores and fashion specialty retailers. Growth was in double digits for the eighth year in a row, up 21% YOY. The popularity of athleisure also continued to climb, with online purchases growing over 75% YOY. Home & Garden Home & Garden was the second most popular category, accounting for one in five items pu