Is Australia still shopping online in 2022?
According to Australia Post's Online Shopping Report, 9.2 million households shopped online in 2022 and spent a whopping $62.3 billion dollars. In May, 5.4 million households purchased something online and we saw a spike across Click Frenzy ... what are people buying?
Aussies are shopping online more than ever and have formed serious habits that have stuck in 2022. Shall we ignore the doom & gloom across rising costs of living?
According to Australia Post's Online Shopping Report, 9.2 million households shopped online in 2022 and spent a whopping $62.3 billion dollars. In May, 5.4 million households purchased something online and we saw a spike across Click Frenzy.
May saw year on year growth in all states and territories:
- QLD experienced the largest YoY growth at +15.3%
- NSW saw +12.3% growth against the same period last year
- ACT grew +12.4% against the year
- WA was closest to the national average (10.9%) at +10.7% YoY
- SA had a +10.4% rise against the same period last year
- TAS enjoyed strong YoY growth at +10.1%
- VIC saw the least YoY growth against the major states at +4.6%
- NT recorded the least growth of all regions at +3.0%
Australian eCommerce Purchases - YOY Growth (May 2022)
An average of 5.4 million households have purchased online every month in 2022.
This is tracking similarly to the monthly average in 2021. May was fuelled by sale activity of Click Frenzy Mayhem and Klarna Dream Deal Days with a +6.1% lift reported against the same sale week for Click Frenzy Mayhem last year.
Australians purchased Footwear, Athleisure, Accessories, Women’s Fashion, General Clothing and Homewares & Appliances, all experiencing growth +12% week-on-week.
Australian eCommerce purchases - YoY Growth (May 2022)
In July, we'll see more sale activity with Click Frenzy Julove (26-28 July) and Amazon's Prime Day (July 12-13). Not to mention multiple retailers trying to leverage Christmas in July around the 25th, month long winter sales and Plastic-free July. This is all a precursor to August's Afterpay Day ... begs the question: Are we training consumers across a plethora of monthly sales activity?
It's almost time to start thinking about Black Friday and November strategy. But first, I'll be exploring going global this week and how to successfully launch your brand internationally.
About Mike Fowler
Mike is an eCommerce veteran, senior leader & growth strategist for some of Australia's best retailers. Formerly at Afterpay as Director of Merchant Services APAC, General Manager and founder of the growth team at Mosaic Brands (Noni B Group) developing and launching 9 iconic multi-category online marketplaces, including: Noni B, Rockmans, Millers, and Rivers, as well as Head of Digital at Blue Illusion. Member of the Australia Post Customer Advisory Group with more than 15 years experience in helping retailers leverage eCommerce, CX, payments, & logistics opportunities to maximise growth.
*Data and eCommerce statistics courtesy of Australia Post - Inside Australian Online Shopping eCommerce update (May 2022). Thanks Rose Yip!
