The world of retail e-commerce can be volatile and unpredictable. The way retailers are pitching, pricing and selling their products to consumers is always changing, and retailers must keep an eye on these trends to survive.
Consumers have always loved the option to “layby” products in store. Especially in the build up to peak periods like Christmas, consumers regularly use layby to pay off gifts throughout the year. In 2017, a game changer in the world of e-commerce appeared: buy-now pay-later systems.
Evidently, consumers respond well to companies which offer diverse payment options and tend to make use of the convenience of split payments options online as well. Retailers like Glassons, Kathmandu, Trade Me, Cotton On, North Beach, Superette and more caught on to its popularity.
In the following article, we explore the e-commerce trends in New Zealand that businesses must be aware of in order to remain competitive.
This year, a major e-commerce trend in New Zealand has been offering same-day shipping to consumers. Customers want the instant gratification of buying something in person and being able to have it immediately, and this option satisfies that need.
Retailers such as Glassons, Hallensteins, The Warehouse, Onceit and The Iconic have been pushing out their tactics of consumer targeting by offering extra fast delivery options, and consumers are increasingly jumping on board.
It is expected that extra-fast shipping options will continue to be a major e-commerce trend in New Zealand this year – impulse shopping is common even online, and the promise of same day shipping is likely to fuel that impulse. Additionally, if consumers are shopping for a specific occasion, the promise that the item will be delivered on time will likely be a deciding point for most buyers.
Social Media Marketing
According to the Standard Media Index New Zealand agency ad spend for 2016 and 2017, digital advertising was one of the highest growing media types, seeing a 20.8 percent growth. In May this year, StopPress reported a similar trend – digital lead the way with a growth from $801 million to $891 million in 2016, a whopping 34.6 percent of New Zealand’s advertising revenue.
Social platforms like Google and Facebook have seen exponential growth as advertising channels, which are used for a higher level of direct targeting using data and analytics to target consumers based on a range of variables. New Zealand business owners should keep up with this e-commerce trend and use social media to get their brand name out there and increase the likelihood that customers will visit either the physical or online store.
Another major New Zealand e-commerce trend has been the use of influencer marketing. With the increasing popularity of social media, there has been a rise in popularity of online personalities such as YouTube and Instagram bloggers. These regular people are influential figures in their niche and have a following of like-minded audience. If carefully selected, they offer a great marketing opportunity for New Zealand businesses.
Small businesses looking to capitalise on this trend should think about getting in touch with relevant influencers. By matching the right product with the right personality, you can increase brand awareness and thereby increase your customer base.