New Zealanders Shopping Online Anytime, Any place

New Zealanders Shopping Online Anytime, Any place


Online shopping has had exceptional growth with more than three times the number of New Zealanders transacting online than 10 years ago. So, what do we know about  recent behaviours in shopping via the internet – how and where are we going to buy? 

New Zealanders shopping online ‘anytime, anyplace’ on mobile devices, such as smartphones and tablets, increased significantly last year. 41 percent of smartphone owners made a purchase via the device and 58 percent of tablet owners. There are now 655,000 people shopping on their smartphones, growth of 127 percent year on year and 414,000 on their tablet (a 73% increase).   

For those purchasing via a smartphone, growth comes from those who are now comfortable using all the benefits it has for making shopping decisions on the go. But for tablets, their use in the shopping process is in line with ownership growth. As tablet ownership grows, we expect to see an even bigger increase in purchasing using a mobile device over the next year.

It is not just about the transactions on mobile devices, they also have a considerable role in the path to purchase. New Zealanders are using their smartphone and tablets for researching products, competitive price checking, finding store locations and shopping lists. Smartphones in particular are constant companions to shoppers on-the go either in-store or while travelling. 

Trade Me is the top commerce site when we combine visits from PCs/ laptops and mobile devices, reaching 56 percent of the population and had 1.9 million unique monthly visitors. The Warehouse, in second place had strong growth year on year and now reaches 22 percent of New Zealanders and 750,000 unique monthly visitors. GrabOne, Amazon reach 19 percent and 17 percent of the population respectively and attract 630,000 and 590,000 monthly visitors to their websites. Air New Zealand, eBay, Countdown, Mighty Ape, Treat Me and 1-day make up the top 10 e-commerce sites for New Zealanders to visit.  

The way we shop is evolving, increasingly online via smartphones and tablets. Using mobile devices in the online shopping process will continue to grow and we see success for local retailers, such as Trade Me and The Warehouse, when they offer mobile sites and/or apps for consumers to shop where and when it is convenient.

Top commerce sites visited by New Zealanders

1 Trade Me 1,875 3 56
2 The Warehouse 745 30 22
3 GrabOne 627 7 19
4 Amazon 587 13 17
5 Air New Zealand 477 -4 14
6 eBay 449 31 13
7 Countdown 413 12 12
8 Mighty Ape 377 11 11
9 Treat Me 364 0 11
10 1-day 357 -5 11

Source: Average monthly unique audience 2013. Nielsen Online Ratings

About the Nielsen Online Retail Report

Nielsen’s Online Retail Report provides New Zealand’s only in-depth information on the nation’s online retailing. It is an annual measure of e-commerce activity, shopping patterns and consumer confidence. The complete report is now available to purchase here.