Inside Australian Online Shopping Ecommerce Report

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Inside AustralianOnline Shopping2019 eCommerce Industry Report

HomeOverviewFashionVarietyStoresAbout this reportThis is the fourth edition of the Inside AustralianOnline Shopping Industry Report; an in-depth studyinto consumer online buying behaviour and trends.The report has been prepared using 2017 and 2018 deliveries datarecorded by the Australia Post Group, unless otherwise stated.Commentary in this report relating to online shopping is basedon an extrapolation of this data. Year on year growth numbersare based on actual or extrapolated transaction volumes.This edition also examines the trends of domestic andinternational frequent online shoppers. The cross-border analysisis based on findings of a global survey conducted by InternationalPost Corporation.Health &BeautyHomewares& AppliancesHobbies &RecreationalGoodsCross borderThe technologyevolution

ContentsHome04Foreword54Cross border05Executive summary64The technology evolution0624eCommerce overviewOverviewFashionVirtual assistants65Visual search66Augmented reality67Key consumer trends08Shopping is getting personal68What are Australians buying online?18The evolution of the chatbot69Who’s buying?21New ways to pay7072Category overviewsFashion24Variety Stores30Health & Beauty36Homewares & Appliances42Hobbies & Recreational Goods4873VarietyStoresHealth &BeautyHomewares& AppliancesMethodologyHobbies &RecreationalGoodsReferencesCross border74ContactsThe technologyevolution

ForewordWelcome to Australia Post’s InsideAustralian Online Shopping Reportfor 2019.This report provides a comprehensiveanalysis of the latest trends in onlinebuying behaviour, as well as insights intocross-border eCommerce and how technologyis fundamentally shifting the shopping habitsand expectations of Australians.Almost three quarters of all Australianhouseholds are now shopping online andwe expect that around 12% of all consumerspending will be conducted online by 2021.Christine HolgateGroup ChiefExecutive Officer& Managing DirectorAustralia PostIn 2018 alone, the number of online purchases grew by more than 13%year on year in every State and Territory, with the national average growingover 20%. While Australia’s major metro cities still dominate online purchasing,there is also rapid growth in online shopping in regional areas. Even in remoteareas of Australia, it’s clear that the households that shop online are doing somore frequently and they are buying a wider variety of products.With more people choosing to buy and sell online, we at Australia Post areconsistently setting new records for the amount of parcels we are delivering.In 2018, Australia Post Group including StarTrack delivered more than 3.3 billionitems to more than 12 million addresses across the country.From an international perspective, China is continuing to drive much of theoverseas demand for Australian goods. As the Chinese middle-class continuesto swell, Australian businesses are well positioned to capitalise on this boominggrowth market because of our reputation for producing clean, safe andpremium-quality products.This report again highlights the growing consumer expectation around rapidor time-specific delivery options. It also points to the reassurance onlineshoppers gain from having access to an easy and free returns service.OverviewFashionVarietyStoresHealth &BeautyHomewares& AppliancesHobbies &RecreationalGoodsOnline retailers that offer speedy delivery and reliable returns are winningmarket share. For that reason, it’s absolutely vital that retailers workhand-in-glove with their logistics partner to provide the kind of seamlessexperience today’s consumers expect.Cross borderWe hope this report helps Australian businesses to understand the changesthat are happening in the market; plan strategically for the future; and takeadvantage of the next wave of customer opportunities.ForewordHomeThe technologyevolution04

Executive summaryAustralia is embracing eCommerce atan accelerated rate, with online goodsspend reaching 10% of total retail atthe end of 2018, two years ahead ofour prediction.Ben FranziGeneral Manager,Parcel & ExpressServices/IntermediariesAustralia PostThe surge in eCommerce was largely driven by the popularity of sales events,Marketplaces and innovative buy now, pay later (BNPL) payment options.2018 was the year Australians fully embraced America’s Black Friday /Cyber Monday tradition, and is now the biggest week in our eCommercehistory. These events have shifted what is usually our peak Christmasshopping period to November, with shoppers now expecting substantialdiscounts during this time.OverviewFashionMarketplaces are dominating the eCommerce market, as consumers huntfor the best deals and the convenience of a one-stop-shop. The number ofMarketplace purchases grew by 31.2% year on year, indicating that moresellers are turning to Marketplaces to broaden their customer base and growbrand awareness.VarietyStoresHealth &BeautyBNPL continues to accelerate, particularly in the Fashion sector, which islargely driven by the younger demographic. The consumption rate is setto increase, with more of this generation entering the workforce. As thispayment method continues to mature, we expect to see greater adoptioninto other sectors.Homewares& AppliancesHobbies &RecreationalGoodsRetailers are also increasingly looking for ways to stand out from theircompetitors. Speed of service is being used as a competitive marketing toolto convert more sales and retain loyalty. As more retailers provide fasterfulfilment and delivery, shoppers’ expectations will continue to grow.Cross borderAs the eCommerce landscape is constantly evolving, retailers must adoptnew ways to grow their market share. The future of eCommerce is aninterconnected physical and digital world, providing consumers with theability to purchase when, where and how they choose.Executive summaryHomeThe technologyevolution05

HomeeCommerce overviewOverviewFashionVarietyStoresHealth &BeautyHomewares& AppliancesHobbies &RecreationalGoodsMore than 73% ofAustralian householdsshopped online in 2018Cross borderThe technologyevolutionOverview06

HomeOverviewFashionVarietyStoreseCommerce in Australia is growing rapidly, with online spend reaching10% of total retail sales in 2018, taking its share to two percentagepoints higher than the previous year1. Australians spent 27.5 billionbuying goods online, an increase of 24.4% year on year (YOY)2.In comparison, total retail spend excludingcafes, restaurants and takeaway foodservices, recorded a modest 3% growth toreach 275.3 billion3.When it comes to the number of purchasesmade online, purchases were up 20.2%,one percentage point higher than in 2017.While every month experienced double-digitgrowth, the first and last quarters grewabove the national average.More than 73% of Australian householdsshopped online in 2018. Given the strongup-take to shop online, we predict thateCommerce penetration will reach 12% ofretail spend within the next three years.According to our consumer research,shoppers plan to continue or increasetheir online spend in 2019.Health &BeautyHomewares& AppliancesRetail spend 275.3BHobbies &RecreationalGoodsOnline goods spend 27.5B10%Cross borderof totalretail spendThe technologyevolutionOverview07

Key consumer trends2018 was the ‘year of the sale’,with online sales events driving aspike in eCommerce growth. Wealso saw the continued rise of BNPLusage, Marketplace and mobileshopping, and a growing demandfor express delivery.HomeOverviewFashionVarietyStoresHealth &BeautyHomewares& AppliancesHobbies &RecreationalGoodsCross borderThe technologyevolutionOverview08

Year of the saleThe five weeks from 11November to 15 Decemberaccounted for almost15% of all eCommercetransactions. The peakfor this period was BlackFriday / Cyber Monday,which was the biggestonline shopping weekin Australia’s history,recording strong growthof over 28% YOY.Number of ick FrenzyweekLead up toBlack FridayBlack Friday /Cyber Mondayweek3 weeks priorto Christmas2 weeks priorto ChristmasVarietyStoresYOY growth13.6%YOY growth23.6%YOY growth28.7%17%YOY growthYOY growth26.2%YOY growth11–17November18–24November25 November–01 December02–08December09–15DecemberThe week of ClickFrenzy was the secondlargest shopping eventand the fifth largestweek by volume.This was the fourthlargest week of theyear as it fell eitherside of the two largestshopping events,providing shopperswith extended salespromotions.Black Friday wasthe biggest weekfor eCommercepurchases in Australia,up 28.7% YOY.As Black Friday salescontinued into thisweek, shoppers werestill grabbing a bargainwith purchases up17% YOY.As shoppers preparedfor Christmas, onlinepurchases spiked,making this thesecond largest week,up 26.2% YOY.Online goodspurchases grew13.6% YOY.Variety Stores andFashion purchasesaccounted for over65% of the total, withalmost equal sharebetween them.Purchases wereup 23.6% YOY.This period alsoincludes the CyberMonday sales event.Marketplacesaccounted for a fifthof all purchases,growing by 41.2%for this period.Health &BeautyHomewares& AppliancesHobbies &RecreationalGoodsCross borderTraditionally thiswas the number oneshopping period byvolume, however salesevents in the lead upto this week in 2018shifted it to third place.The technologyevolutionOverview09

In search of a bargainMore shopping mayhem in MayMay Mayhem has taken this traditionallyquiet sales period to the 12th largest weekfor online goods purchases, growing at25.1% YOY. Nearly a third of the purchaseswere Fashion related, growing by 29.4%YOY. Health & Beauty recorded stronggrowth during this week, at 50.7%.Direct marketing triggers salesAs more and more retailers participate in sales events, capturing consumerattention has never been more important. According to our consumer research4,the most effective marketing channel was email, with 39% of shoppers reportingthat they heard about a promotion via this channel.HomeOverviewOver 15% of respondents indicated that social media was the second most effectivechannel, followed by web advertising at just 11%, which declined 46% YOY.FashionPersonally-addressed physical mail is also gaining popularity and has seen anincrease of 16.6% YOY. Personalised communication is now a vital part of capturingand maintaining shopper attention.VarietyStoresHealth &BeautyHomewares& AppliancesHobbies &RecreationalGoodsCross borderThe technologyevolutionOverview10

The need for speedOnline shoppers increasingly expect faster serviceand some savvy retailers are now offering quickerfulfilment and shipment. This competitive edgepotentially helps retailers stand out and convert moresales. Next-day deliveries has grown by 31.7% andmore than 62% of these are Fashion related.For instance, Cotton Onprovides a 2 express servicefor customers who meet aminimum spend amount. TheIconic also provides a highlycompetitive service wherecertain items are shippedwithin three to five hours.HomeOverviewFashionThe week before Christmaswas Australia’s peak week forexpress shipping, accountingfor nearly 32% of all deliveriescompared to an average of19% across all other weeks.VarietyStoresHealth &BeautyAs more retailers provide fasterservice, shopper expectationsfor time and day-specificdelivery will become the norm.Homewares& AppliancesHobbies &RecreationalGoodsCross borderThe technologyevolutionOverview11

Seamless customer experienceIt is becoming increasingly important to connect the physicaland digital shopping experience to create a seamlessenvironment for the consumer.HomeOverviewSome retailers are providingconsumers with a more holisticapproach when purchasing theirproducts. Click and Collect bringsshoppers into a physical store,which in turn promotes andencourages additional impulsebuying. Conversely, some retailersprovide in-store shoppers with theability to purchase from their onlinestore when a product is unavailable.Alternatively, the consumer isprovided with a free shipping code tomake the purchase in their own time.FashionSome online-only retailers are alsotesting the market with pop-up storesto increase their brand awareness.VarietyStoresWhile the “phygital” customerexperience is still evolving, this holisticapproach to customer service is theway of the future.The experience is enhanced withaccess to iPads or sales assistantswho can complete the transactionon the spot.Health &BeautyHomewares& AppliancesHobbies &RecreationalGoodsCross borderThe technologyevolutionOverview12

Buy now pay laterThe adoption of BNPL continues to accelerate inAustralia. BNPL is an appealing option, as unlikea credit card there is no service fee for customerswho pay on time.HomeOverviewMillennials, those born after 1981 and who are 18 , are thefastest adopters of BNPL. These shoppers are more likely to befemale (78.7%) and of a younger demographic. They are alsofrequent online shoppers, with 86% purchasing at least monthly.FashionVarietyStoresHealth &BeautyNumber of online paymentsHobbies &RecreationalGoods%48.86.7 %24.4%15.5%Homewares& AppliancesLast year, Fashion purchases accounted for almost half (48.3%)of all BNPL purchases.BNPLDebit CardCredit CardPayPalAfterpay is the most popular BNPL provider, recording 2.3 billionin underlying sales through its platform in the second half of 2018.Whilst BNPL is gaining popularity, PayPal is still the dominantpayment method used for eCommerce transactions, accountingfor 48.8% of online purchases4.OverviewCross borderThe technologyevolution13

Marketplaces are dominatingThere are more players in the AustralianMarketplace than ever before.HomeNewer entrants including Amazon, Catch Group and Myer,have now been in operation for over 12 months. In the secondhalf of 2018, Catch Group reported that its gross transactionvalues rose by 62%.OverviewFashionLast year the number of purchases through Marketplacesgrew by 31.2% YOY, indicating that Marketplaces are stilldominating in Australia.VarietyStoresSmaller retailers could take advantage of these platformsto help build brand awareness and increase sales.Health &BeautyHomewares& AppliancesHobbies &RecreationalGoodsCross borderThe technologyevolutionOverview14

Shopping laterin the dayBrowsing online using multipledevices continues to shape theeCommerce world. However,more consumers are choosingto complete a transaction viatheir smartphones, up 28.8%, asix percentage point increasefrom the previous year.Furthermore, consumers are morelikely to be shopping later in the day,with 32% of purchases made between7–10pm. 21% occurred between 2–5pm4.Consumers now expect a seamlessand secure experience, regardless ofthe channel they are ordering from.When purchases are ningMideveningLateeveningAftermidnight6:00 to8:59am9:00 to11:59am12:00 to1:59pm2:00 to4:59pm5:00 to6:59pm7:00 to9:59pm10:00 to11:59pm12:00 to5:59amFashionVarietyStoresHealth &BeautyHow purchases are madeDesktopHomewares& AppliancesLaptopMobile32.8%27.3%Hobbies &RecreationalGoods26.4%28.8%YOY growth-5.1%YOY growthCross border-11%YOY growthThe technologyevolutionOverview15

Empowering consumers to buy onlineThe top deterrent to online shopping is not having access tothe fit, feel and quality of a product. To minimise this barrierand drive revenue, retailers need to ensure they provide auser-friendly returns policy.According to our consumer survey, 29%said it was too much effort to organisea return. Also, 34% indicated it was tooexpensive to return a product4.Wez Byett, CEO and Founder atPrincess Polly said,“To simplify the returns process, weprovide free returns to our customerswho choose to exchange items for astore credit. We also include a returnslabel in every parcel. Customers doreturn items more frequently but weare also acquiring new customers.In the first three months of introducingthis policy, we noticed that ordersincreased by nearly 10% and thereturn rate only increased by 2%.This is a great outcome for us andour customers.”HomeReturn tipsOverviewClear and up-front returnspolicy with a reasonablereturns timeframeFashionPerhaps considerproviding a store creditinstead of a refundVarietyStoresProvide returns labelor access to labelsHealth &BeautyUtilise packaging that canbe repurposed for returnsHomewares& AppliancesProvide convenientdrop-off locationsConsider providingdiscounted or free postageHobbies &RecreationalGoodsCross borderThe technologyevolutionOverview16

The rise of the conscious consumerAs consumers are more aware of social andenvironmental impacts, many are choosing topurchase from ethical companies that align totheir personal values.Environmental impactAs the vast majority of parcels are delivered to the home,consumers are tasked with disposing of packaging. Aglobal survey found 60% of shoppers would like theireCommerce packaging to be sustainable, and 50% saidthey would pay the equivalent of 15 cents if it was offered5.In Australia, our research shows that 49% of onlineshoppers would choose to buy products from businessesthat are taking action to reduce their impact on theenvironment. Impressively, over 50% said they wouldchoose to purchase from retailers that offset the carbonemissions incurred from shipping4.HomeOverviewAs consumers become more ethically conscious,it’s important for retailers to adopt ethical andsustainable business practices.FashionVarietyStores60%want parcelswith sustainablepackaging50%Health &Beautywould pay15 cents forsustainablepackagingHomewares& AppliancesKnow your supply chainThere is growing awareness and need for transparencyaround product origin and supply chain. Consumersare increasingly aware of the use of underpaid labour,especially in the fast-paced Fashion industry.Hobbies &RecreationalGoodsCross borderThe technologyevolutionOverview17

What are Australians buying online?Fashion continues to lead the way in number of online purchases. Variety Stores and Marketplaces alsocontinue to attract shoppers, providing a one-stop-shop experience for the purchase of a variety of items.When it comes to categories to look out for, Specialty Food & Liquor experienced 11.6% YOY growth after flatgrowth in the previous year. By far, the stand out in terms of growth is Health & Beauty, at almost 30% YOY.Fashion continues to be themain category purchasedonline, accounting for 27% ofpurchases. The category grewby 20.4% YOY, on par with thenational average. Activewearhad the strongest growth, up37.5% YOY and Footwear grewby 23.8%.BNPL remains the most popularpayment option, accounting for48.3% of all Fashion purchases4.Retailers that were oncefocused only on Fashion areexpanding their range to includecomplementary products suchas Cosmetics and Homewares.Variety Stores offer aone-stop-shop for onlineshopping. These include largeretailers, online Marketplacesand low-cost / Discount Stores.They accounted for 35.6% of allonline purchases and grew by21.5% YOY. The most commonpurchases from Variety Storeslast year were Fashion andConsumer Electronic items,representing over 40% ofpurchases4. Baby Productsalso grew strongly at 34% YOY.Health & Beauty recordedthe strongest growth acrossall categories, up 29.4% YOY.Beauty and Cosmetics madeup over half of these purchasesand grew 36.4%. Black Friday /Cyber Monday was the busiestweek for Beauty products andalso recorded strong growth,rising 54% YOY.More and more playersare moving into the Beautycategory, with many Fashionretailers now stockingCosmetic products.HomeOverviewHomewares & Applianceshad another solid year, growing11.7%. While this is below thenational average, when we addin Homewares & Appliancespurchased through VarietyStores, this category’s marketshare almost doubles to 22.2%.Over half the purchases in thiscategory are Homewares andConsumer Electronics, with bothgrowing more than 14% YOY.Consumer Electronics were alsothe highest spend per purchase,increasing 6.1% YOY4.FashionVarietyStoresHealth &BeautyHomewares& AppliancesHobbies &RecreationalGoodsCross borderThe technologyevolutionOverview18

Hobbies & RecreationalGoods cover a diverse rangeof products. Automotive Parts& Accessories, Sporting Goodsand Games & Toys make upover 60% of all purchases in thiscategory. Outdoor Goodsgrew strongly, at 17.4%,followed by Games & Toysat 15.5%. Automotive Partsgrew more than 12% withaverage spend up 9.1% YOY,making it the third highestspend per transactionfor online goods4.Media products arepredominantly Books (80% ofpurchases), but also includeStationery and Prints. Astraditional and independentbook retailers enhance theironline presence, we can expectthe growth of 10.5% to continue.It’s also encouraging to see theaverage spend on Books growby 4.7% YOY, ahead of CPI4.Specialty Food & Liquorincludes Wine, Liquor andNon-perishable Groceries. Aftera flat 2017, this category grew11.6% YOY. Wine and Liquorpurchases accounted for over70% of purchases and grew by5.2% YOY. As craft breweriesand independent distillers havefound new channels for directsales, we expect this growthto continue. Wine and Liquorpurchases are now the secondhighest spend per transaction4.Non-perishable Goods andOrganic Products in particularshowed the strongest growth,rising 28.8% on the back of newdietary trends.HomeOverviewFashionVarietyStoresHealth &BeautyHomewares& AppliancesHobbies &RecreationalGoodsCross borderThe technologyevolutionOverview19

Year on year growth by specialty tional averageYOY growth11.7%10.5%8.5%11.6%VarietyStoresHealth &BeautyHomewares& AppliancesVarietyStoresFashionHomewares &AppliancesHealth &BeautyMediaHobbies &RecreationalGoodsSpecialtyFood & LiquorHobbies &RecreationalGoodsShare of online purchasesCross border35.6%27%11.5%8.4%7.3%6.7%3.5%OverviewThe technologyevolution20

Who’s buying?20.2%Top 12 buying locations by volumeRankLocalityGrowth (%)1Point Cook, 303027.52Toowoomba, 435021.1National averageYOY growthOverview121033Mackay, 474020.54Liverpool, 217022.45Cranbourne, 397726.76Gosford, 225021.87Hoppers Crossing, 302921.88Campbelltown, 256020.59Bundaberg, 467020.210Wyong, 225925.511Rouse Hill, 215528.5Above average growth12Cairns, 487016.5Lower than average growthPoint Cook in Melbourne’s West was thenumber one online shopping suburb inAustralia for the fourth year running,and continues to grow above thenational average. Point Cook residentsalso increased their frequency of onlinepurchase above the national average,indicating they are not only buying moreonline, but also more often.Home4928Queensland71156New South WalesThe top twelve buying locations are againdominated by suburbs that have seenan influx of young families, particularlythrough residential developments in newgrowth corridors such as Cranbourne inMelbourne’s South-East and HoppersCrossing in the West.FashionVarietyStores1VictoriaHealth &BeautyHomewares& AppliancesPoint Cook, Toowoomba and Liverpool aremajor centres, with populations above onehundred thousand6. In contrast, Wyongand Rouse Hill have smaller populationsbut their residents were amongst the mostfrequent online shoppers, with over 77% ofhouseholds shopping online.Overview21Hobbies &RecreationalGoodsCross borderThe technologyevolution

State and TerritoryIn every State and Territory, the number of online purchases grewmore than 13% YOY and the stand-out performers were Tasmania,Victoria and Queensland. Although Tasmania represents just 2.5%of online goods purchases, the State recorded growth of almostfour percentage points above the national average. In 2018, over74% of households in Tasmania shopped online.HomeOverviewFashionOnline shopping frequency increased 9.4% across Australia in2018. With Tasmania, New South Wales and the Australian CapitalTerritory making the most frequent purchases per household.VarietyStoresHealth &BeautyOnline shopping growthHomewares& Appliances20.2%National averageYOY Australia20.9%New talTerritory%16.3Hobbies &RecreationalGoodsCross borderNorthernTerritory13.7%OverviewThe technologyevolution22

Major cities and regional AustraliaInner-regional areas such as Toowoomba and Ballarat experiencedthe highest growth in online goods purchases, at 21.4% YOY. Majorcities still dominate, with 70% of goods purchased online andgrowing in line with the national average.HomeOverviewHouseholds in remote and very remote Australia that do shoponline are doing so more frequently. The rate of purchase is 1.2times the national average. It is likely households in remote regionsdepend on online shopping to access a wider range of products,given the distance to their nearest shopping centre.FashionVarietyStoresHealth &Beauty20.2%Online shopping growthHomewares& AppliancesNational averageYOY growthHobbies &RecreationalGoods20%Major cities of Australia21.4%Inner regional AustraliaCross border19.7%Outer regional AustraliaRemote AustraliaVery remote Australia16.3%The technologyevolution15.1%Overview23

HomeIndustry overviewFashionOverviewFashionVarietyStoresHealth &BeautyHomewares& AppliancesHobbies &RecreationalGoodsCross borderThe technologyevolutionFashion24

OverviewFashion purchases are growing from strength tostrength, achieving double-digit growth for theseventh consecutive year. In 2018, the number ofFashion related items grew by 20.4% YOY, stayingahead of the national average.HomeOverviewOnline Fashion retail purchases represented 27% of alleCommerce purchases. When Fashion purchases arecombined with Variety Store Fashion purchases, this marketshare increased to an impressive 35.2%4.FashionVarietyStoresAlmost half of BNPL purchases are Fashion related, indicatingthis payment option now plays an important role in thecompetitive Fashion retail market.Health &BeautyHomewares& AppliancesShare of online purchasesYOY growth27%20.2%Fashion35.2%Hobbies &RecreationalGoodsNational onlineaverage8.2%Cross borderVariety Stores2018 YOY growth20.4%The technologyevolutionFashion25

Digging deeperWhile Activewear makes up a small share ofFashion purchases, it was the fastest growingcategory in 2018, growing 37.5% YOY. Women’sFashion has continued to perform strongly,growing 22.6% nationally and accountedfor 28.6% of Fashion purchases.HomeOverviewFashionHowever, Women’s Fashion has been overtaken in termsof growth by both Men’s Fashion and Footwear, growingby 24.9% YOY and 23.8% YOY respectively.VarietyStoresHealth &BeautyFashion highlightsBiggest contributorStrong performerHighest re)(Share)(YOY)55.828.6Homewares& Appliances37.5%Hobbies &RecreationalGoodsCross borderThe technologyevolutionFashion26

State and regional growthIn total, 73.9% of online Fashion purchases weremade in metro areas. However purchases in innerregional areas are growing faster than the nationalaverage for Fashion, at 22.3% YOY.Almost 80% of eCommerce Fashion purchases were made in justthree States: New South Wales with 36.4% of purchases, Victoriawith 26% and Queensland with 17.2%.Queensland had the highest year on year growth of all States at22%, particularly purchases of Activewear which grew 43.6% YOY,and Footwear which grew 28.2% YOY. South Australia was thefastest growing State for Fashion purchases in 2017, but itsgrowth of 20.1% YOY in 2018 was just below the national average.20.4%Regional growthFashion averageYOY growthOverview20.3%Major cities of Australia22.3%Inner regional AustraliaFashion19%Outer regional Australia13.3%Remote AustraliaVery remote AustraliaVarietyStores10.5%Health &BeautyState and Territory growth20.4%Fashion averageYOY growthQueensland%22.2Tasmania%21.7Victoria21.4%New pitalTerritory%19.6Homewares& AppliancesHobbies &RecreationalGoodsCross ashionThe technologyevolution27

Who’s buying?20.4%Top 12 buying locations by volumeRankLocalityGrowth (%)1Point Cook, 303025.62Liverpool, 217023.53Toowoomba, 435025.74Cranbourne, 397727.95Rouse Hill, 215526.36Mackay, 474025.67Hoppers Crossing, 302927.68Campbelltown, 256023.19Grovedale, 321621.810Gosford, 225025.511Ballarat, 335019.112Craigieburn, 306435.7Point Cook in Victoria’s Southwest hasknocked Liverpool in New South Wales fromthe top spot and is now the top location foronline Fashion purchases in Australia. Witha large population and limited access tolarge shopping hubs, Point Cook has aboveaverage household engagement. Liverpoolhowever, had above average purchasefrequency, meaning those households whowere buying Fashion goods online did somore often.Fashion averageYOY 812QueenslandNew South WalesVictoriaHealth &BeautyAbove average growthLower than average growthWith only half the population of the toptwo suburbs, Rouse Hill in Sydney enteredthe top 12 for the first time. This is due toa high household engagement and highpurchasing frequency, resulting in morehouseholds buying more often.In contrast to Rouse Hill, Hoppers Crossingin Victoria had low household engagementand low buying frequency. Despite this, wepredict Hoppers Crossing will continue toHomewares& Appliancesgrow, given household engagement is stilllow and population growth is high, 3.4 timeshigher than the national average. HoppersCrossing also has a younger population,with a median age of 31 compared to thenational median age of 386. Craigieburnin Melbourne’s North was also a standoutsuburb, that grew 35.7% YOY. This was 7.8percentage points higher than the nextfastest growing suburb of Cranbourne, alsoin Melbourne.Fashion28Hobbies &RecreationalGoodsCross borderThe technologyevolution

Key trendsNovember is peak Fashion month.Busiest monthsFashion continues to lead the way in number of onlinepurchases. This is the second consecutive year that Novemberwas the largest month, w

Monday sales event. Marketplaces accounted for a fifth of all purchases, growing by 41.2% for this period. 3 weeks prior to Christmas . 17 % YOY growth As Black Friday sales continued into this week, shoppers were still grabbing a bargain with purchases up 17% YOY. Traditionally this was the number one shopping period by volume, however sales

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