The second edition of their ‘APAC State of e-Commerce’ report by Rakuten Marketing was launched last October 4, revealing some surprising insights into Australia’s online purchasing habits.
Included in the report are the online shopping behaviours and preferences of 500 consumers in each of the nine key markets within APAC - Australia, China, Hong Kong, Singapore, South Korea, Malaysia and New Zealand.
According to the findings, Australia lags behind in the global e-Commerce space with only 36% of total shopping is transacted online. It is considerably lower compared to the average 47% seen throughout the rest of APAC.
The number one contributor holding Australians from shopping online is high shipping costs. Up 14% from last year, 52% claim this is a major deterrent alongside concerns over returning items (27%), lack of payment security (22%) and website legitimacy (22%).
Most online transactions were done on desktop (50%), followed by mobile (36%) and tablet (14%). The research proves Australia as an outlier to the rest of APAC, with mobile purchases accounting for the largest portion of total online sales, averaging 45% across the rest of the region. And the majority of these purchases are being spent on travel (14%), groceries and household goods (12%) and female fashion (10%).
Anthony Capano, Rakuten Marketing international MD, said, eMarketer is forecasting global e-commerce to exceed $3.5 trillion by the end of the year, and of this, the Asia-Pacific region will drive 64% of all retail sales. The APAC market, including Australia, presents a wealth of opportunities for brands and retailers looking to enter the region.
“The findings of this report will assist brands and marketers in developing a deeper understanding of the nuanced behaviours of consumers within APAC and help identify new opportunities."
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