3,000 Consumers Share Their Cross-Channel Shopping Habits

BigCommerce has released its ‘2018 Omnichannel Buying Report’, revealing the omnichannel shopping habits of thousands of consumers.

According to the report, one of every four dollars of discretionary income in Australia is spent online, which has made the relationship between online and offline channels more nuanced.

“In Australia, we’re seeing a huge shift in the retail industry. Consumers are calling for the barriers between online and in-store shopping to be broken down as they seek a smoother shopping experience across platforms,” said Jordan Sim, group project manager at BigCommerce.

Forty-eight percent of Australian respondents reportedly research their products online before visiting a store’s bricks-and-mortar location, with 26 percent of shoppers looking to price match products online.

It seems Amazon is still less popular in Australia when compared to other markets, with consumers slower to adopt the company’s local marketplace almost a year after its initial launch down under. In the last six months, only 24 percent of Australian shoppers have made a purchase from Amazon, compared to 63 percent of consumers who have looked to eBay.com.au for their online purchases. Interestingly, the number of people shopping on eBay is almost identical to the number of Aussies opting to shop at physical shop fronts (65 percent).

Aussie Shoppers in the Global Market

When comparing Australians to their global counterparts, BigCommerce found that local consumers spend an average of five percent less than shoppers in other global markets.

In Australia, respondents cap their monthly online spending at $A670 per month, UK shoppers at $A1305 and US residents at $A1130. Of these people, 39 percent of respondents shop on a mobile device, while 41 percent shop from a desktop.

Interestingly enough, 57 percent of Aussies have also said that the presence of more global brands like Zara will not impact their decision to buy from local merchants.

Aussies are also more relaxed than Americans and the British when it comes to data security, with 58 percent saying they would opt out of sharing their data if given the option, compared to a much higher percentage of respondents from the US and UK where the average is 70 percent.

However, shoppers in all three markets are more open to the idea of sharing their data when they receive an incentive, like product discounts and access to free shipping.

Cross-Channel Shopping Behaviour

Close to half of consumers (48 percent) visit a brand’s website before heading in-store. A further 28 percent of those surveyed say they will read online reviews before making a purchase decision. 

Email promotions and TV campaigns also impact customer behaviour, with 31 percent of Aussies purchasing a product after seeing an ad on TV and 27 percent making a purchase after receiving an EDM.

This data is in-line with other research studies into the shopping habits of Australian consumers, with Pitney Bowes’ latest global e-commerce study also finding that specific brands influence purchasing behaviour, as well as Australians favouring local merchants over international ones.

“The Australian market is proving to be quite a unique beast compared to other markets, and retailers need to listen to how Australians are actually shopping today,” Sim said.

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