Pattern Australia head of customer marketing Kathryn Coleman discusses the results from the ANZ Shopper Report.
In its third year, Pattern’s latest ANZ Shopper Report asked 1,000 Australians, across all major cities, about their online buying habits over the past 12 months.
The results show that for many, the switch to online shopping during the first COVID lockdowns of 2020 has stuck with 20% of consumers polled, stating they are buying more products online than they would have previously bought in store, up 74% from our last report in August 2020.
Amazon a big winner
Site traffic data provided by Similarweb indicates that Amazon is retaining the gains it made in the last year.
May traffic for Amazon AU was up 12% on the same month a year ago, at 31.9 million visits. Our survey findings strongly support these numbers.
According to our research, 80% of those polled had visited an Amazon site in the past 12 months, with 54% of them making a purchase, slightly up from 53% last year.
Frequency is high on the platform with 11% of respondents admitting to purchasing more than 12 times in the past year, up 55% from our 2020 report.
Those in the 30–39-year age group were the most likely to have placed an order with Amazon in the past year, as well as those in the $100k+ household income bracket.
Price and free delivery remain the top motivators to purchase on Amazon.
If you are selling on the platform, consider using its Fulfilment By Amazon (FBA) service.
If you are providing Fulfilment By Merchant (FBM) you will need to offer free delivery to compete or at least compare to Amazon, and the thousands of sellers using FBA.
With Amazon Prime Day increasing its footprint in the Australian retail calendar, more consumers than ever have access to a Prime membership.
59% more consumers are taking advantage of the giant’s program offering free delivery, exclusive video and gaming content, music and more, compared to our previous findings.
Free Delivery continues to be the main reason for joining Prime, and the 25–29 and 30–39-year age groups were by far the most likely to be motivated by it.
Achieving over $1 billion in sales in 2020, Amazon Australia is on a huge growth trajectory, estimated to reach more than $4 billion by 2023.
It is no surprise given Amazon’s heritage that books top the list of consumer’s considerations set.
Easily understandable and evergreen products do well on marketplaces, which is why electronics and home and kitchen products are key category standouts.
Despite only 12% admitting to doing so, Clothing, Shoes and Accessories make it into the top five consideration categories, signifying a big opportunity for brands who stock well-known and stable ranges that can build over time.
Shoes especially fit well into this category, considering once you know your brand and size, reordering is a quick and easy task.
As Amazon’s selection in Australia grows, we expect it to increasingly be a platform for consumers to discover products and brands.
64% of Amazon shoppers said that they had bought a product from a brand that they had never purchased before, showing how Amazon can act as a brand awareness and customer acquisition channel.
Pattern is the eCommerce partner of choice for a growing number of consumer brands – acting as their authorised marketplace seller.
As well as being one of the largest Amazon sellers in the world, we are also present on Tmall, JD.com, eBay and others. Talk to us at firstname.lastname@example.org.
To read the latest report, visit pattern.com/au or download the report here.