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: https://www.facebook.com/CMOAustralia

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Natural born leaders

Many business and marketing managers progressing to leadership positions face evolving their focus from operational matters to strategic decision making and planning.

Jean-Luc Ambrosi

Author, marketer

Interesting article but what about the employees? There needs to be access to quick cash for everyone involved lest we have yet another '...

Joel Pencer

Suncorp outlines customer investments, digitisation as key to business improvement

Read more

Just printed out this Brad Howarth screed to read tomorrow. I need a good laugh once in a while. Or maybe shed some manly-man tears at th...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

Morons. PC Nazis infiltrating and subverting every level in our lives.These scum have destroyed our education system.Read FrontPage Magaz...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

It is an accepted fact that in the present times the mass makes use of digital marketing more often and are more and more enlightened wit...

Digital Marketing Course in Ja

Why RMIT is partnering with Adobe for digital marketing learning

Read more

If men were really the dominating brutes that feminist make them out to be ,then women really would be second class citizens. Without th...

aaron

Analysis: Gillette's latest ad only proves why brands standing for positive change is vital

Read more

Latest Podcast

More podcasts

Sign in