The AU View
How store closures impacted Australian shopping behaviour
A cursor hovering over a pineapple, dress, and lamp, representing online shopping behaviour across various categories during the pandemic.
A cursor hovering over a pineapple, dress, and lamp, representing online shopping behaviour across various categories during the pandemic.
When the COVID-19 pandemic shut down retail stores in 2020 and 2021, brands wanted to know how store closures would impact long term shopping behaviour.
A timeline showing periods of retail store closures due to COVID-19 pandemic in Australia.
A timeline showing periods of retail store closures due to COVID-19 pandemic in Australia.
Store closures in 2020 resulted in more consumers shopping online than ever before.
Avg % of respondents who made their last purchase online 2019-2020 across multiple product categories.
As a cursor drops items into shopping carts, online shopping statistics on the average percentage of respondents who made their last purchase online appear: 35% in 2019; 41% in 2020.
As a cursor drops items into shopping carts, online shopping statistics on the average percentage of respondents who made their last purchase online appear: 35% in 2019; 41% in 2020.
And with additional COVID-19 restrictions for much of the population in 2021, brands asked whether or not those shifts to online shopping would grow even further.
A shopping icon over a laptop and a store icon over a physical storefront lights up alternatingly, representing the shift from offline to online retail.
A shopping icon over a laptop and a store icon over a physical storefront lights up alternatingly, representing the shift from offline to online retail.
What we found is that even more consumers chose to shop online.
Avg % of respondents who made their last purchase online 2019-2021 across multiple product categories.
As a cursor drops items into a shopping cart, a statistic appears revealing that 47% of Australians made their last purchase online in 2021.
As a cursor drops items into a shopping cart, a statistic appears revealing that 47% of Australians made their last purchase online in 2021.
While online shopping increased across all categories, some of the most notable increases were seen across.
Percentage of purchases completed online across various categories, 2019-2021.
Percentage of purchases completed online across various categories, 2019-2021.
And these shifts to online shopping are happening across the age spectrum, not just amongst digital natives.
Statistics on the growth of ecommerce among different age groups, showing that shifts to online shopping happen across the age spectrum.
Statistics on the growth of ecommerce among different age groups, showing that shifts to online shopping happen across the age spectrum.
This expanded digital shopping landscape has increased customer choice, leading to an increase in those purchasing at new retailers.
2019-2021 customers who have purchased all products in consumer electronics, home, fashion, food, or beauty from a single retailer
Australians have purchased from at least one new retailer in the past month.
1 in 3
of Australians have purchased at least one new brand in the past month.
38%
And an increase in customers choosing their products from new brands.
So what’s pulling customers in? Convenience, price, and consistency are the biggest reasons consumers choose a brand.
Top reasons why Australian shoppers choose a brand: 43% said convenience; 35% said price; 25% said consistency.
Top reasons why Australian shoppers choose a brand: 43% said convenience; 35% said price; 25% said consistency.
As shopping online becomes more familiar and customers become increasingly channel agnostic, the line between online and offline commerce is blurring.
retail dollars spent offline were influenced by digital over the busiest shopping period.
9 in 10
This shift to an omnichannel world has introduced some pain points for Australian shoppers.
of Australians faced challenges when shopping across online and offline channels.
57%
Ensuring products seen online are in stock, pricing, and delivery delays are the top challenges Australian shoppers face.
But seamless mobile experiences can help your customers as they move between online and offline, both for purchasing and while they shop in physical stores.
of online purchases were made on a smartphone over the peak retail season.
65%
But seamless mobile experiences can help your customers as they move between online and offline, both for purchasing and while they shop in physical stores.
shoppers in Australia reported using their smartphone while shopping in physical stores.
1 in 3
More and more shoppers are making purchases via a brand or retailer app, especially in 2021.
Increase in percentage of Australian shoppers making purchases via the brand or retailer app compared to the website from 2019 to 2021.
Increase in percentage of Australian shoppers making purchases via the brand or retailer app compared to the website from 2019 to 2021.
