Aussie Retailers Remain Compelling Choice For Online Shoppers, KPMG Says
Figures from KPMG’s 2017 Global Online Consumer Report claims more Australians made their last online purchase from a traditional retailer’s online store than on online-only retailer.
The data, which suggests only 35% of Australians made their last online purchase from an online-only store, defying the global average of 50%.
In comparison, a dominant 44% of online shoppers made their last purchase from a traditional retailer’s online store.
According to KPMG national leader of consumer markets, Trent Duvall, “this shows there is an opportunity at the moment for bricks-and-mortar retailers to secure their positions.”
He says “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.”
The report surveyed 18,430 people in 50 countries and found that Millennials were most likely to have used a smartphone to shop online. However, the most active online shoppers were actually Generation X.
It’s likely to prove a positive sign for retailers concerned about the arrival of international online-shopping giant Amazon to the Australian market later this year.
While the trend towards online shopping over retail shopping appears indomitable, the findings of KPMG’s latest report suggest that established retailers may come out the other side of the transition in a position of strength.