With one of the largest online populations in the Asia-Pacific region, and along with its stable economy, Australia is helping the global e-commerce market to positively develop. Out of 20 million inhabitants over 15 years of age, 65% are online consumers. Approximately 70% of total online consumers purchase from abroad. This makes Australia’s share of cross-border shoppers among the world’s largest.
The average Australian online consumer is tech-savvy and digitally mature. Close to 30% of smart phone and tablet users have made online purchases via their devices – 49% of Australians own more than five devices such as computers, smart phones and tablets.
Reasons for cross-border purchases
Australia has a tax exemption on foreign purchases up to a value of AUD 1,000 making it possible to find online bargains overseas. A good price is a strong argument. Apart from the latter, getting good deals, better availability and a bigger range of products abroad, are what Australians say are reasons for buying cross-border. Currently, the US, the UK and China are the most favored overseas markets.
The dominant e-commerce overseas categories are Books, CDs, Clothing & Footwear, Digital Cameras and Cosmetics.
Delivery, Returns and Payment
Australian online consumers accept that cross-border deliveries will have a longer delivery time. But on the other hand, they are quite sensitive to costs associated with delivery. Most cross-border consumers expect low-cost delivery as well as free returns.
Regarding online payment methods, around 85% of Australian online consumers prefer to pay with credit and debit cards.
E-commerce companies from the northern hemisphere should also consider counter-seasonality from both a marketing communication and product perspective.
Population: 24 million
Currency: Dollar (AUD)
GDP: USD 1.24 trillion
Internet Penetration: 85%
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