A small group of Australian shoppers account for 92 per cent of all spending on physical goods bought online, despite representing only 13 per cent of the population.
Global payments company Worldpay reviewed the shopping habits of 2,000 Australian consumers as part of its ‘Why Do They Pay That Way?’ study, which found that Australian ‘super-shoppers’ were the world’s second biggest spenders, with 19 per cent spending more than $340 on their last online purchases.
Although other robust markets, such as the US and Germany, cited clothing as their top online purchase, 21 per cent of Australian super-shoppers went online to buy groceries – eight per cent above the global average. These statistics highlight the need for retailers to recognise that super-shoppers in Australia think of online shopping as a daily task, not just an occasional treat.
“The super-shopper phenomenon in Australia gives retailers much food for thought in terms of how to market to an audience who increasingly shop for everyday necessities online,” Worldpay Global eCommerce General Manager Asia Pacific Phil Pomford said.
“With more than one-in-five Australian super-shoppers taking to the internet to buy groceries, it’s clear these savvy consumers are using their spending power to make daily tasks more convenient. Retailers can respond to their needs by making the shopping and payment experience quicker and easier.”