Tuesday 06 December 2016

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Australian eCommerce on the rise

We’ve had an exciting week at Edelman, launching PayPal’s ‘eCommerce: Secure Insights’ report which examines the current state of the eCommerce market in Australia, in partnership with Forrester Research and The Leading Edge.

Some fascinating and somewhat surprising results came out of the research, proving the future is bright for Australian online retailers. Despite the recent hike of the Aussie dollar and consequent surge in overseas shopping, the majority of online retailing still takes place domestically and this is a trend that is set to continue over the next three years.

The time is right for Australian businesses to invest online as Australians actually show a preference to ‘buy Aussie’ with nearly a quarter of Australian adults only shopping online with domestic websites. Aussies are actually being driven overseas by a wider choice and selection of goods, over price  – a true call to action for Aussie retailers to compete!

Another key finding was the increasing importance of embracing a multi-channel retail strategy. Addressing all consumer touch points is as important in retail as it is in communications. Consumers are no longer looking for an ‘in-store’ or an ‘online’ retail experience, they require retailers to provide an integrated multi-channel experience that is not based on the location of the sale but on the customer experience, be it online, in-store or on a mobile device.

Below is a snap of our panel at the industry breakfast we held to launch the report. To see the findings in full you can check out the report here.


Jenny Sumner