Research by MasterCard shows that 98 per cent of Australians look for local retailers when it comes to their online shopping.

The findings, which fly in the face of many reports, are welcome news for local online retailers this Christmas, vying for vital sales during the gift season. Top of the wish list for online shopping this year is books and DVDs, with nine in ten Australians considering an online purchase in the category this Christmas. MasterCard Australia country manager, Andrew Cartwright, says Aussies are keen to buy from local retailers – as long as the price is right.

“People shop online for so many reasons – the convenience of shopping from your desk, the efficiency of getting it done without the crowds, the seemingly endless range,” Cartwright said.

“But increasingly, the public is doing their Christmas shopping online because they are seeing very serious cost savings to be had. This study shows that consumers want to shop locally, if they can get the same value they get from overseas retailers.”

The MasterCard study found that Australians shop locally for two main reasons.

“59 per cent of the people we asked said faster delivery was a key driver to ‘Buy Australian’, while 46 per cent said it was important to deal with retailers they know and trust.

“So local retailers have the advantage over overseas competition in delivery and after-sales service but international online retailers are overwhelmingly favoured when it comes to price.”

85 per cent said they are prompted to shop overseas because it’s cheaper. Nearly two thirds of respondents also claim overseas online retailers offer a better range.

“Aussies love a bargain, and should have the freedom to shop around and secure the best deal possible. The price obstacle is a difficult one to overcome for local retailers, but competition is the key delivering customer satisfaction to Australians.”

Other key findings from the MasterCard research into shopping with online retailers include:

· 89 per cent of adult Australians (12.6 million) have shopped online in the last twelve months

· Two out of every three Australians shop online at least once a month

· 60 per cent of Australians shopping for wines & spirits prefer Australian retailers, while in the books/DVD category, more shop with overseas retailer

· 79 per cent of Australians are considering buying toys, games or sports equipment online this Christmas