How e-commerce has fuelled impulse shopping  

Irene Dong

5th Dec 2023

Consumers in Australia and New Zealand are increasing their impulse purchases, due to the convenience and variety offered by online platforms. 

According to UserTesting, a research and insights firm, 60 per cent of male and 50 per cent of female participants confess to spending more on impulse since the introduction of e-commerce.

Limited-time offers and social media impact are important factors in these impulsive judgements. User reviews – particularly for female customers – play an important role in their purchasing decisions.

Despite a proclivity for impulsive behaviour, Australian and New Zealand shoppers exhibit significant self-control, the company reported. Ninety per cent of males and 70 per cent of females actively attempt to manage their spontaneous purchases.

Satisfaction with online purchasing remains high at 70 per cent, highlighting the importance of fast services, dependable delivery, and great customer experiences.

In addition, the company also noted that while making online purchases, 70 per cent of female shoppers emphasise the importance of user feedback.  One in two men will make more impulsive purchases in technology and gadgets, followed by 40 per cent in fashion. Women lean towards fashion (50 per cent) and groceries (20 per cent). 

Delivery speed and reliability are also crucial, with 50 per cent of male and 60 per cent of female buyers rating their total online buying satisfaction. Shoppers across the region say they have abandoned carts due to complicated return or refund rules. 

Both men and women in ANZ prioritise a user-friendly interface, reasonable price, and safe payment methods when choosing an online shopping platform.