Australian e-commerce sales grew by 4 per cent in 2018
Australians are increasingly opting for the convenience of online when it comes to shopping for FMCG goods, according to the latest research by Nielsen.
Fresh grocery, packaged grocery, household cleaning, alcoholic beverages, pet food and supplies all saw an increase in preference for online-only purchases or a combination of online and in-store purchases for Australia and New Zealand in Q2 2018, compared to the same period last year.
Australians spent a total of $17 billion in total e-commerce sales in 2018, and while this is still relatively small when compared to the total retail sales in 2018 of $311 billion, it is an increase of 4 per cent compared to 2017.
The report suggests that while shoppers lean towards in-store as a default, retailers and manufacturers should consider an omni-channel strategy to grow their sales.
The percentage of consumers who have purchased beauty and personal care products is at 31 per cent. Fresh groceries and meal kits both stand at 20 per cent. Packaged food, alcohol and household cleaning stand at 19, 18 and 17 per cent respectively, while pet food and supplies is at 15 per cent.
Compared to offline, buying online requires a higher level of trust with shoppers. When building online strategies, Nielsen suggests addressing concerns around genuine products, delivery times, condition of goods (especially in fresh and frozen), and safe banking options.