44 per cent of Australians made their last online purchase from a traditional retailer’s online store while only 35 per cent purchased from an online-only retailer, significantly below the global percentage of 50, according to KPMG 2017 Global Online Consumer Report.
“This shows there is an opportunity at the moment for bricks-and-mortar retailers to secure their positions. It comes down to trust. These are brands that we have grown up with, that have our trust, and trust is very important in the online buying experience,” said Trent Duvall, National Leader – Consumer Markets, KPMG. Despite the fact, the online shopping market was deemed to be worth US $ 1.9 trillion in 2016, Duvall believes that bricks-and-mortar stores will stay.
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The report highlighted that Australian online retail is still behind more advanced online retail markets like the US, UK, China, etc. where online penetration is nearly double than what it is in Australia. However, the Australian online retail market is forecast to grow at 11.5 per cent per annum CAGR through 2019, which expects that eventually Australians will change their purchasing habits.
Additionally, Generation X came out to be most active online shoppers with nearly 19 transactions per year per person, that is, 20 per cent more than the younger generation.
