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Australians spent US$38 billion online last year

About 19 million Australians purchased consumers goods online last year, contributing US$38 billion to the economy, according to a survey from Hootsuite. Given the nation’s population is 25.9 million, that suggests the vast majority of the adult population now embraces e-commerce.

More than 1.2 million Australians shopped online for the first time last year.

Spending across categories, such as furniture, toys, personal household care, food & beverage, and physical media, recorded double-digit growth. Fashion accounted for the highest annual spend with US$9.65 billion, surging 25 per cent (US$1.9 billion) compared to the year before, followed by electronics with US$8.89 billion.

“The significant uplift in digital advertising spend over the past 12 months shows Australian businesses are competing for a share of voice and looking to maximise their customer reach across all avenues online,” said Letrecia Tippett, head of Australia and New Zealand at Hootsuite.

“As we move forward, organisations should continue to prioritise a digital-led strategy, so as not to miss out on key opportunities for growth and new customers.”

Consumer goods e-commerce spending rose by 6.4 per cent over the year, and accounted for 42.5 per cent of purchases made on mobile phones.

About 21 per cent of Australians ordered groceries via an online store weekly, while 13 per cent used a buy now, pay later service. Free delivery was the main factor that encourages consumers to complete their online purchases, accounting for 60.6 per cent. Other drawcards included coupons and discounts, easy returns and loyalty points.

Meanwhile, the number of people ordering food delivery online increased by 12.9 per cent, reaching 6.16 million, with the annual value of online food-delivery orders last year reaching US$1.95 billion, surging 22.9 per cent.

The report also found that 24 per cent of Aussies discover new brands, products, and services via social media ads.

Bunnings, Kmart, Nike, Ebay and Big W were the top Google shopping queries.

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