Last year, new Australia Post statistics showed Australians spent $27.5 billion buying online and are still being driven by email marketing campaigns.

The most recent annual online shopping report (2019) of Australia Pos, confirmed “what good marketers already know: Online shopping is undergoing significant growth in Australia, customers expect seamless and rapid delivery, and are shopping more on their mobiles. What's more, direct email marketing remains vital to get consumer attention”.

Aside from seamless service and delivery, retailers are looking forward to biometric purchasing, augmented reality and voice and image-based search.

Inside Australian Online Shopping 2019 eCommerce Industry Report noted that the online spending reached 10% of total retail sales in 2018, taking its share two percentage points higher than the previous year. Australians spent $27.5 billion buying online, an increase of 24.4 per cent year-on-year.

Australian shopping events like Black Friday/Cyber Monday events in November last year paved the ecommerce growth sales by 28% YOY and now represents the biggest week in the country's ecommerce history. The five weeks from 11 November to 15 December accounted for almost 15% of all ecommerce transactions in 2018.

The customer demand  around rapid or time-specific delivery options was also highlighted on the report. Next-day deliveries grew by 31.7%. 

Ben Franzi, General manager of parcel and express services/intermediaries at Australia Post, said, "As more retailers provide faster fulfilment and delivery, shoppers’ expectations will continue to grow. As the ecommerce landscape is constantly evolving, retailers must adopt new ways to grow their market share. The future of ecommerce is an interconnected physical and digital world, providing consumers with the ability to purchase when, where, and how they choose.”

A recent consumer research revealed that the most effective marketing channel remains to be email, with 39% of shoppers said that they heard about a promotion via this channel.  15% of respondents indicated social media was the second most effective channel, followed by Web advertising at just 11%.

Source: CMO


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