The Australian Retailers Association (ARA) is encouraging retailers to fine tune their online strategies following the release of the the Adobe Digital Index 2013 Online Shopping Forecast which indicates e-commerce spending in Australia is expected to increase by six per cent year on year in the lead up to Christmas.
ARA executive director, Russell Zimmerman, says it is clear that bargain hunters are fuelling the growth of online shopping.
“According to new research from Adobe, online sales are predicted to reach more than double normal spending levels during online shopping peaks this holiday season,” Zimmerman said.
“Many customers are cost conscious and always on the lookout for a bargain. More than 76 per cent of Australian online consumers believe low prices and good deals are the most important reasons for online shopping, followed closely by the lure of free shipping.
“Adobe also predicts that the biggest online shopping day for Australia will be ‘Green Monday’ – the second Monday in December – when it expects online sales to increase more than two and a half times usual levels.
“Mobile devices continue to play a key role in the growth of online shopping, with many consumers shopping both on and offline simultaneously. This trend highlights that fact that those retailers with the most competitive prices will secure the most sales.
“The practise of physically shopping in store and comparing prices online, or ‘showrooming,’ is also a growing trend and something that retailers need to think about this Christmas.
“The ARA encourages all retailers to fine tune their online strategies before shoppers take to their laptops, smartphones and tablets in search of Christmas bargains. We also encourage those retailers who are yet to develop their multichannel strategy to make this an absolute priority,” Zimmerman said.