Online sales approached $3.5 billion in November

Dean Blake

12th Jan 2021

Australians spent almost $3.5 billion online in November, with e-commerce spend coming in at 11 per cent of the month’s total $31.6 billion figure according to the Australian Bureau of Statistics.

The 11 per cent figure is up on last year’s 7.2 per cent of the total, and 10.4 per cent a month prior.

According to ARA chief executive Paul Zahra the result was spurred on by Black Friday and Cyber Monday.

“[These shopping events] have well and truly been embraced by Australian shoppers. With many discretionary retailers making up to two-thirds of their yearly profits during this period, this result will help replenish cash reserves allowing many retailers to enter 2021 on a more stable footing,” said Zahra.

“Online has continued to be a powerhouse of activity, providing some offset against restrictions and Covid safety concerns.”

NRA chief executive Dominique Lamb said the result was a “miracle” for retailers, and said that based on what she has heard December could have a strong showing as well.

Lamb predicted online would make up $5 billion of the $52.4 billion Aussies were likely to spend across the holiday period, and with $3 billion of that already documented it isn’t hard to imagine that estimate being close to the mark.

In November, household goods retailing rose 12.7 per cent, clothing retail 26.7 per cent, and department stores 21.1 per cent. According to the ABS, the release of new iPhones and gaming consoles during the month added to the Black Friday sales spike.