Two-thirds (67%) of Aussies digital window shop for fun on their mobiles -  with 77% of those making impulse purchases when they do.

That's the finding from Paypal's latest mCommerce report.

The PayPal mCommerce Index: Trends Report 2018 revealed that mobile shopping has become a form of entertainment for consumers.

Paypal Australia director of customer engagement Elaine Herlihy said it represents a lucrative opportunity to engage with consumers.

“The data shows that simply having an online offering is no longer enough for retailers. Australians are demanding mobile-first experiences and are gravitating towards mobile shopping experiences that are fun and engaging.

“Reading and writing reviews, product research and sharing images of virtual try-ons is an enjoyable pastime for many Australians, particularly with younger shoppers.

“With 67% of Australians digital window shopping for fun on their mobiles, and 77% of those making impulse purchases when they do, Australian retailers can no longer view their mobile offering as a transactional storefront, but as a platform to deliver enjoyment, entertainment and social sharing,” Herlihy said.

Another burgeoning technology, voice assistants, is already making a mark on the retail landscape, with one-in-five Australians (20%) having made retail enquiries via a voice assistant such as Siri, Alexa or Google Assistant.

More than half (54%) of consumer respondents believe that as the technology develops, voice-assisted shopping will be useful and a further 14 per cent believe voice-assisted shopping will be a game changer.

The Trends Report found that while only 4% of Australian businesses have presently integrated voice assistants into their customer offering, an additional 15 % are currently exploring how they can use the technology to drive sales, and a further 27% are considering the technology, but are unsure how they could use or implement it.


Some 44% of Aussies are also more likely purchase online if they could virtually ‘try before they buy’ using augmented reality on their mobiles.

This includes technology where consumers can super-impose glasses frames on their face to see what suits them best.

In fact, almost nine-tenths (88%) of respondents said they were concerned about which size will fit them and size variation between their brands.

Currently only 5% of consumer respondents have used augmented reality. This is in-line with the 5% of Australian small to medium businesses who currently offer an AR experience, although one in three (32%) business respondents are currently developing or intending to develop an AR experience.

“Retailers who have taken the next step in their digital presence are integrating emerging technologies like augmented reality to increase engagement and drive social sharing. With 44 per cent of Australians reporting they’d be more likely to purchase online if they could virtually ‘try before they buy’, augmented reality gives retailers an interactive way to provide confidence prior to purchase,” Herlihy said.

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