Aussie shoppers head online for Christmas

New study finds three-quarters of consumers are planning to use ecommerce in the lead-up to Christmas, but just as many also admit to frustrations with the online shopping experience

Three-quarters of Australian consumers are planning to do the majority of their Christmas shopping online, but with 70 per cent experiencing frustrations last year the pressure is on retailers to ensure their ecommerce platforms are up to scratch.

That’s the top-line finding of a new study conducted by Pure Profile for cloud vendor, Rackspace Hosting, based on surveys of 1000 Australian consumers online in October. The research group found 74 per cent of respondents plan to do some or most of their Christmas shopping online. Fifty-two per cent plan to shop at home in the evenings, and 53 per cent intend to send season’s greetings on Christmas day via social media channels.

Items being purchased on include gifts (59 per cent), drinks (11 per cent), and travel tickets to see family and friends (17 per cent).

In terms of devices, 13 per cent will be shopping online using a tablet, up 7 per cent year-on-year. Smartphone usage is also up the same percentage to 11 per cent this year.

Tablets driving mobile sales
Coming to grips with omni-channel retailing
Glue Store to offer real-time retailing via TV and Twitter

However retailers have some way to go to ensure the online shopping experience meets expectations, the study found. Nearly 70 per cent of shoppers said they experienced online frustrations last Christmas, and more than 40 per cent either abandoned their purchase completely or tried a different website because of these issues.

“The results from this study suggest strongly that all businesses with an online presence – not just retailers – must be more prepared than ever before for the Christmas rush,” Rackpace Australia director and general manager, Angus Dorney, said.

Managing director of ecommerce software vendor and Rackspace customer, Intershop APAC Albert Woo, commented that many of the frustrations cited by respondents can be easily foreseen and that retailers should be planning and testing in advance for any traffic spikes.

“It is extremely important to provide the best user experience to your end customers,” he said. “To deliver on the core essentials and to back that with a top shelf customer care unit could be the difference between success and failure.

“Not planning for the festive crowds is a missed opportunity when you consider how much business can be lost simply because you didn’t take the time to test your site and provide a great online customer experience.”

Rackspace recommended retailers check and test capacity by undertaking a full audit of their Web hosting environment, as well as load test websites. Also key is ensuring support during peak traffic times, as well as ongoing performance reviews of the site.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook:

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

Getting your business ready for the Entrepreneurial Consumer

We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.

Pip Stocks

CEO and founder, BrandHook


Kerry Edwards

Open Colleges taps into social for better student interaction

Read more

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Thanks for this. The key for me is the effective of governance where it dictates and sets the proactive policy when it comes to CX. Tech ...

Hitesh Parekh

6 lessons in modern marketing from a customer experience chief

Read more

Very well said “With today’s consumers more demanding of the brands and merchants they shop, it’s imperative for merchants to not just co...


CMO's top 10 martech stories for this week - 29 September

Read more

Latest Podcast

More podcasts

Sign in