The AU View

How store closures impacted Australian shopping behaviour

When the COVID-19 pandemic shut down retail stores in 2020 and 2021, brands wanted to know how store closures would impact long term shopping behaviour.

Store closures in 2020 resulted in more consumers shopping online than ever before.

Avg % of respondents who made their last purchase online 2019-2020 across multiple product categories.

And with additional COVID-19 restrictions for much of the population in 2021, brands asked whether or not those shifts to online shopping would grow even further.

What we found is that even more consumers chose to shop online.

Avg % of respondents who made their last purchase online 2019-2021 across multiple product categories.

While online shopping increased across all categories, some of the most notable increases were seen across.

And these shifts to online shopping are happening across the age spectrum, not just amongst digital natives.

This expanded digital shopping landscape has increased customer choice, leading to an increase in those purchasing at new retailers.

2019-2021 customers who have purchased all products in consumer electronics, home, fashion, food, or beauty from a single retailer

Australians have purchased from at least one new retailer in the past month.

1 in 3

of Australians have purchased at least one new brand in the past month.

38%

And an increase in customers choosing their products from new brands.

So what’s pulling customers in? Convenience, price, and consistency are the biggest reasons consumers choose a brand.

As shopping online becomes more familiar and customers become increasingly channel agnostic, the line between online and offline commerce is blurring.

retail dollars spent offline were influenced by digital over the busiest shopping period.

9 in 10

This shift to an omnichannel world has introduced some pain points for Australian shoppers.

of Australians faced challenges when shopping across online and offline channels.

57%

Ensuring products seen online are in stock, pricing, and delivery delays are the top challenges Australian shoppers face.

But seamless mobile experiences can help your customers as they move between online and offline, both for purchasing and while they shop in physical stores.

of online purchases were made on a smartphone over the peak retail season.

65%

But seamless mobile experiences can help your customers as they move between online and offline, both for purchasing and while they shop in physical stores.

shoppers in Australia reported using their smartphone while shopping in physical stores.

1 in 3

More and more shoppers are making purchases via a brand or retailer app, especially in 2021.

Create seamless online and offline shopping experiences

Turn an omnichannel approach into sustained retail growth.

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Stand out from competitors

Help consumers with the ‘messy middle’ of purchase-making decisions.

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Be visible to online shoppers

Create effective search ads for discoverability.

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