Most Kiwi online shoppers are still using NZ websites to buy products – but the gap with offshore sites is narrowing, according to the latest online shopping survey out of the Interactive Advertising Bureau.
“Over a quarter of online shoppers are using mobile devices to carry out important activities including purchasing so it is absolutely critical for retailers and advertisers to ensure their websites are easy to use across all devices including the shopping cart,” says IAB ceo Adrian Pickstock.
“Shopping on a mobile device is becoming mainstream in New Zealand and in some cases, visits to retail websites via mobile device have overtaken desktop traffic so retailers need to focus on creating logistics networks and IT systems to cope with the delivery of online orders.
“An encouraging sign is that majority of online shoppers are still using NZ websites to buy products,” he says.
“A key message however is the narrowing of the gap between domestic and international sites. Retailers need to leverage local advantages such as speed of delivery, click & collect and after sales service and ensure their websites are easy to use across all devices including the shopping cart.
“Search continues to be an important tool for retailers. However reviews and retailer emails complement the consumer search process. When used strategically, reviews can become powerful pieces of social proof that persuade people to buy. In fact 26% of consumers look at customer reviews before they decide to buy.
“Convenience, trust, ease of use & product range are key factors influencing online purchases alongside price. Therefore retailers need to deliver across all five of these drivers to stay competitive.”
The full survey results here but are only available to IAB members only
- Enquiries to Adrian.Pickstock@iab.org.nz
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