Consumer Attitudes and Online Retail Dynamics in New Zealand, 2015–2020

New Zealand’s online market is expected to continue on its growth trajectory over the next five years, mainly driven by higher internet and fixed broadband penetration and the easy availability of high speed internet coupled with high smartphone adoption in the country. In addition, rising popularity of e-commerce on the back of easy payment options will boost online sales over the forecast period.

Scope

“Consumer Attitudes and Online Retail Dynamics in New Zealand, 2015–2020” provides data for historic and forecast online retail sales, and also includes information on the business environment and country risks related to online retail environment. In addition, it analyzes the key consumer trends influencing New Zealand online retail industry.

What else does this report offer

• It provides in-depth analysis of the latest trends in online consumer shopping, covering the factors driving online shopping, consumer insights, market dynamics (covering 26 product categories), and reviews of the latest best practice in online retail site design

• Market insights based on consumer trends, changing economic and demographic factors, and other macroeconomic factors

• Based on the latest data, the report not only provides details of the size and growth of this increasingly important channel, it also provides essential context on the penetration of online sales by product groups, how growth has developed over time, and key factors, with forecasts that will drive this market in the future

Reasons to buy

Improve market and strategic planning using highly granular, forward-looking market data across 26 categories under nine product groups that include: Apparel, Accessories, Luggage and Leather Goods, Books, News and Stationery, Electricals and Electronics, Food and Grocery, Health & Beauty, Furniture and Floor Coverings, Home and Garden Products, Music, Video and Entertainment Software, and Sports and Leisure Equipment

Understand which products will be the major winners and losers in the online arena in the coming years

Get an in-depth analysis of the latest trends in online retailing in New Zealand, covering the factors driving online spending across the categories

Learn from best practice approaches outlined in the case studies of leading online retailers by examining their unique retailing attitudes and reviewing innovative retailers, which provides insights and ideas to remain competitive and profitable

Table of Contents

1 Introduction

1.1 What is this Report About?

2 Executive Summary

3 Market at a glance

4 Market Context

4.1 Overview of New Zealand’s Online Shopping Environment

4.1.1 The Internet population in New Zealand is on a constant growth track

4.1.2 Fixed Broadband penetration is low, but soon expected to raise

4.1.3 High Smartphone Penetration in the country

4.2 Consumer Attitudes and Behavior

4.2.1 Retailers adopting strategies to match changing customer behaviors

4.2.2 Mobile Commerce and payment wallets are gaining traction

5 Online Channel Dynamics

5.1 Online Channels Share of the Total Retail Sales

5.1.1 New Zealand online vs. offline channel forecasts

5.1.2 Online penetration: global and regional comparisons

5.2 Channel Dynamics

5.2.1 New Zealand’ retail channel dynamics – future performance

5.2.2 Channel group share development

5.2.3 Individual channel performance

5.3 Category Dynamics

5.3.1 Online vs. offline retail sales comparison by category group, 2015

5.3.2 Online retail market dynamics by category

5.3.3 Online retail sales share by category group

5.3.4 Food and Grocery Categories: market size and forecasts

5.3.5 Electrical and Electronics categories: market size and forecasts

5.3.6 Music, Video, and Entertainment Software categories: market size and forecasts

5.3.7 Apparel, Accessories, Luggage, and Leather Goods categories: size and forecasts

5.3.8 Books, News, and Stationery categories: Market Size and Forecasts

5.3.9 Sports and Leisure Equipment categories: market size and forecasts

5.3.10 Furniture and Floor Coverings categories: market size and forecasts

5.3.11 Home and Garden categories: market size and forecasts

5.3.12 Health & Beauty categories: market size and forecasts

6 Case Studies: Leading Online Retailers in New Zealand

6.1 Retailer 1: The Warehouse

6.1.1 Business Description

6.1.2 Site Experience

6.2 Retailer 2: EziBuy

6.2.1 Business Description

6.2.2 Site Experience

6.3 Innovative Retailers in New Zealand

6.3.1 The Warehouse Group and Its easy payment options

7 Appendix

7.1 Definitions

7.1.1 This report provides 2015 actual sales; while forecasts are provided for 2016–2020

7.2 Summary Methodology

7.2.1 Overview

7.2.2 The triangulated market sizing method

7.2.3 Industry surveys in the creation of retail market data

7.2.4 Quality control and standardized processes

7.3 About Verdict Retail

7.4 Disclaimer

List of Tables

Table 1: Online Retail Sales in New Zealand, 2015 and 2020

Table 2: New Zealand Offline vs. Online Retail Sales and Forecast (NZD billion), 2010–2020

Table 3: New Zealand Offline vs. Online Retail Sales and Forecast (US$ billion), 2010–2020

Table 4: New Zealand Offline vs. Online Retail Sales and Forecast (% Share), 2010–2020

Table 5: New Zealand Online Sales vs. Global Average, 2010, 2015, and 2020

Table 6: New Zealand Online Sales vs. Asia-Pacific, 2010, 2015, and 2020

Table 7: New Zealand Overall Retail Segmentation (NZD billion) by Channel Group, 2010–2020

Table 8: New Zealand Channel Retail Sales and Forecast (NZD billion) by Channel Group, 2010–2020

Table 9: New Zealand Channel Retail Sales and Forecast (US$ billion) by Channel Group, 2010–2020

Table 10: New Zealand Channel Retail Sales and Forecast (% Share) by Channel Group, 2010–2020

Table 11: New Zealand Channel Retail Sales and Forecast (NZD billion) by Channel, 2010–2020

Table 12: New Zealand Channel Retail Sales and Forecast (US$ billion) by Channel, 2010–2020

Table 13: New Zealand Retail Sales Split (NZD million), Online vs. Offline, 2015

Table 14: New Zealand Retail Sales Split (US$ million), Online vs. Offline, 2015

Table 15: New Zealand Online Retailers Market Dynamics by Category Group, 2010–2020

Table 16: New Zealand Online Retail Sales and Forecast (NZD million) by Category Group, 2010–2020

Table 17: New Zealand Online Retail Sales and Forecast (US$ million) by Category Group, 2010–2020

Table 18: New Zealand Total and Online Retail Sales in Food and Grocery Categories (NZD million), 2010–2020

Table 19: New Zealand Total and Online Retail Sales in Food and Grocery Categories (US$ million), 2010–2020

Table 20: New Zealand Total and Online Retail Sales in Electrical and Electronics Categories (NZD million), 2010–2020

Table 21: New Zealand Total and Online Retail Sales in Electrical and Electronics Categories (US$ million), 2010–2020

Table 22: New Zealand Total and Online Retail Sales in Music, Video and Entertainment Categories (NZD million), 2010–2020

Table 23: New Zealand Total and Online Retail Sales in Music, Video and Entertainment Categories (US$ million), 2010–2020

Table 24: New Zealand Total and Online Retail Sales in Apparel, Accessories, and Luxury Categories (NZD million), 2010–2020

Table 25: New Zealand Total and Online Retail Sales in Apparel, Accessories and Luxury Categories (US$ million), 2010–2020

Table 26: New Zealand Total and Online Retail Sales in Books, News and Stationery Categories (NZD million), 2010–2020

Table 27: New Zealand Total and Online Retail Sales in Books, News and Stationery Categories (US$ million), 2010–2020

Table 28: New Zealand Total and Online Retail Sales in Sports and Leisure Equipment Categories (NZD million), 2010–2020

Table 29: New Zealand Total and Online Retail Sales in Sports and Leisure Equipment Categories (US$ million), 2010–2020

Table 30: New Zealand Total and Online Retail Sales in Furniture and Floor Coverings Categories (NZD million), 2010–2020

Table 31: New Zealand Total and Online Retail Sales in Furniture and Floor Coverings Categories (US$ million), 2010–2020

Table 32: New Zealand Total and Online Retail Sales in Home and Garden Products Categories (NZD million), 2010–2020

Table 33: New Zealand Total and Online Retail Sales in Home and Garden Products Categories (US$ million), 2010–2020

Table 34: New Zealand Total and Online Retail Sales in Health and beauty Categories (NZD million), 2010–2020

Table 35: New Zealand Total and Online Retail Sales in Health and beauty Categories (US$ million), 2010–2020

Table 36: New Zealand Exchange Rate NZD–US$ (Annual Average), 2010–2015

Table 37: New Zealand Exchange Rate NZD–US$ (Annual Average), 2016–2020 Forecasts

Table 38: Verdict Retail Channel Definitions

Table 39: Verdict Retail Category Definitions

List of Figures

Figure 1: Share of Online Retail Sales in Total Retail Sales, 2015 and 2020

Figure 2: GDP Value and Growth (NZD billion, %), 2010–2015

Figure 3: New Zealand GDP Growth Rate, 2015–2020

Figure 4: Total Number of Internet Users and Penetration (Millions, %), 2005–2015

Figure 5: Total Number of Fixed Broadband Users and Penetration (Millions, %), 2005–2015

Figure 6: Total Number of Mobile Phone Subscriptions and Penetration (Millions, %), 2005–2015

Figure 7: Mobile Commerce: Visa payment

Figure 8: Regional Mobile Broadband Users and its Penetration, 2012 and 2017

Figure 9: Regional Mobile Broadband Users and its Penetration, 2012 and 2017

Figure 10: New Zealand Online and Offline Retail Sales and Forecast (NZD billion), 2010–2020

Figure 11: New Zealand Online Sales vs. Global Average (% of Total Retail), 2010, 2015, and 2020

Figure 12: New Zealand Online Sales vs. Asia-Pacific (% of Total Retail)

Figure 13: Overall Retail Market Dynamics by Channel Group, 2010–2020

Figure 14: New Zealand Retail Sales and Forecast (NZD billion) by Channel Group, 2010–2020

Figure 15: New Zealand Retail Sales, Online vs. Offline, 2015

Figure 16: New Zealand Online Retailers Market Dynamics by Category Group, 2010–2020

Figure 17: New Zealand Online Retail Sales and Forecast (NZD million) by Category Group, 2010–2020

Figure 18: thewarehouse.co.nz: Approach to using online space

Figure 19: thewarehouse.co.nz: Organization and Layout

Figure 20: thewarehouse.co.nz: Promotions and coupons and encouraging frequency of touch

Figure 21: thewarehouse.co.nz: Promotions, and special offers on a s-commerce website

Figure 22: thewarehouse.co.nz: Payment options

Figure 23: thewarehouse.co.nz: Return process

Figure 24: thewarehouse.co.nz: Mobile applications

Figure 25: ezibuy.com: Approach to using online space

Figure 26: ezibuy.com: Organization and Layout

Figure 27: EziBuy.com: Promotions page

Figure 28: EziBuy.com: Coupons and promotions and deals on website

Figure 29: EziBuy.com

Figure 30: The Warehouse Group: Visa payment

Figure 31: The Triangulated Market Sizing Methodology

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