New Zealand Online Retailing Market Size, Segment Analysis, Drivers and Constraints, Trends and Forecast, 2021-2025

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The New Zealand online retailing market size was valued at NZD6.3 billion in 2020. The market is projected to grow at a CAGR of more than 9% during the period 2021-2025. The market has steadily grown over the last five years, supported by the rise in smartphone penetration and retailer investment in mobile apps and mobile optimized platforms. However, the COVID-19 outbreak led to more people using the channel in 2020. In New Zealand, online sales of clothing, footwear & accessories segment is expected to exhibit the highest growth. This growth can be attributed to the significant change in consumer lifestyles sparked by COVID-19 with consumers increasingly opting to shop online amid store closures which is expected to continue even after the pandemic.

Overview of the online retailing market in New Zealand

Overview of the online retailing market in New Zealand

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What are the market dynamics in the online retailing market in New Zealand?

The closure of physical stores drove consumers towards online retailers. Consumers were able to buy directly from within social media platforms expanding sales opportunities. Click and collect services made purchasing more convenient and reduced the demand for faster, more expensive home delivery fulfilment options. Also, the availability of increased volume of data improved the targeting and retention, increased conversion, fueled extra spend and attracted new users. This has encouraged leading retailers in New Zealand to undertake initiatives and make investments to drive the online arm of their business. Furthermore, retailers have also undertaken initiatives to restructure their supply chains to provide faster fulfilment for consumers. Women are more inclined towards online shopping as it is not only convenient and time-saving, but it also saves the necessity to carry heavy objects or come in contact with others. They can also look for more variety while online shopping of non-essential categories (such as apparel). Men find online retail market useful as they can buy the necessary objects at a lower price.

What are the key segments in the online retailing market in New Zealand?

The key segments in the New Zealand online retailing market are clothing, footwear & accessories, food & grocery, electricals, health & beauty, home and others. The electricals segment had the highest online sales penetration of any sector while the health & beauty segment showed the maximum growth. The online sales of the clothing, footwear & accessories market will expand further during the forecast period. In 2020, womenswear had the highest value in the market followed by menswear and children’s wear.

In the food and grocery sales market, drinks had the highest value followed by food, household products and tobacco. Computer hardware and software had the highest market value in the electrical segment while photographic equipment had the lowest value. An increase in home working and online classes boosted the home market sales.

Online retailing market in New Zealand, by segment

Online retailing market in New Zealand, by segment

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Which are the major players in online retailing market in New Zealand?

The key players in the online retailing market in New Zealand are The Warehouse, Harvey Norman, Noel Leeming, Farmers Trading Company Ltd, Countdown Supermarkets, Amazon, Bunnings, Kmart, Kogan and Apple. The Warehouse is the top online retailer in New Zealand followed by Harvey Norman, Noel Leeming, Farmers Trading Company Ltd, Countdown Supermarkets.

Online retailing market in New Zealand, by key players

Online retailing market in New Zealand, by key players

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Market report scope

Market size (2020) NZD6.3 billion
Growth rate CAGR of >9%
Base year for estimation 2020
Forecast period 2021-2025
Key segments Clothing, Footwear & Accessories, Food & Grocery, Electricals, Health & Beauty, Home, and Others
Key players The Warehouse, Harvey Norman, Noel Leeming, Farmers Trading Company Ltd, Countdown Supermarkets, Amazon, Bunnings, Kmart, Kogan and Apple

This report provides a detailed analysis of both the historic and forecast market data of online retail sales of different product segments in New Zealand. In addition, it provides an overview of the influence of various economic variables on the online retail industry, new online and technology trends and key retailer profiles.

Reasons to Buy

  • Gain an understanding of the drivers of the online market in New Zealand along with data, forecasts and a sector-wise analysis.

The Warehouse
Harvery Norman
Noel Leeming
Farmers Trading CO.
Countdown supermarkets

Table of Contents

Table of Contents

Drivers and inhibitors

Trends in online retail

New Zealand Market Context

Online retail in New Zealand

Clothing, footwear & accessories

Food & grocery


Health & beauty




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