New research from Worldpay reveals that high-spending super-shoppers in Australia see online shopping as a daily task, not just an occasional treat
A small group of highly active Australian shoppers account for 92% of all spending on physical goods purchased online, despite representing only 13% of the population, according to new research from Worldpay.
The research found these ‘Super-Shoppers’ are big spenders who love to shop via a mobile device. What’s more, whereas shoppers in other countries take to the internet for fashion and electronics, Australia super-shoppers are bucking the trend by going online for everyday necessities.
Worldpay has launched in Australia in early August 2016. In Australia it provides payment technology to companies such as retailer ASOS, airline Cathay Pacific, as well as Expedia, Digital World International, and Freelancer.
Worldpay reviewed the shopping habits of 2,000 Australian consumers as part of its Why Do They Pay That Way? The study found that Australian super-shoppers were the world’s second biggest spenders, with 19% spending more than A$340 on their last online purchase. Although other robust markets such as the US and Germany cited clothing as their top online purchase, 21% of Australian shoppers went online to buy groceries – 8% above the global average. These statistics highlight the need for retailers to recognise that shoppers in Australia think of online shopping as a daily task, not just an occasional treat.
General manager Asia Pacific Global eCommerce at Worldpay Phil Pomford said: “The super-shopper phenomenon in Australia gives retailers much food for thought in terms of how to market to an audience who increasingly shop for everyday necessities online. With more than 1-in-5 Australian super-shoppers taking to the internet to buy groceries, it’s clear that these savvy consumers are using their spending power to make daily tasks more convenient. Retailers can respond to their needs by making the shopping and payment experience quicker and easier. The research also creates an opportunity for merchandisers to re-think the way they market and sell to an audience who considers online shopping a regular, daily task – rather than someone who shops online just once a month.”
Another important point for retailers to consider is that Australian consumers are some of the most mobile in the world. With 131 mobile phone subscriptions per 100 people, it was no surprise that super-shoppers in Australia were the second most likely to shop via a mobile device (19%), beaten only by China. Australia’s overall spending via mobile is projected to more than double by 2019 from A$7.8 billion to A$16.9 billion.
MrPomford added: “The move to mobile makes sense for super-shoppers – a group who are not necessarily super-rich, but who are sophisticated in how they shop. Super-shoppers take the time and trouble to research the best products and find the most competitive prices, and mCommerce gives them more opportunities to do this. To appeal to these super-connected shoppers in Australia, retailers must optimise the shopping and payment experience so that consumers can shop from whichever device is most convenient at the time – be it a PC, tablet or smartphone.
“If super-shoppers have a difficult shopping experience or find that they can’t use their preferred payment option at checkout, they could abandon the purchase. The revenue loss from abandoned purchases is especially detrimental in Australia, because Australian super-shoppers are the second biggest spenders in the world – when they abandon their purchase, retailers stand to lose an average A$176.8 per sale. It is therefore essential that retailers innovate in such a way that they deliver what super-shoppers want, when they want it, and make the shopping and payment experience quick and smooth on any device.”
