Online Shopping in New Zealand

We’ve put together some numbers on Online Shopping in New Zealand.
1.78 million New Zealanders were shopping online in 2012, with over 50 percent of adults contributing to NZ$3.7 billion of online sales in the past year. The figures are expected to reach two million by the end of this year, with an expected spend of NZ$4 billion.

Check out our infographic “Online Shopping in New Zealand” for latest statistics and trends on online shopper demographics, On-Shore Vs Off-Shore online purchases by New Zealander. number of online purchases made and more.

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Infographic by-

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54% of population 18+ has shopped online in the last 1 month.

Demographic mix of online shoppers


Age Group %age
15-24 52%
25-34 71%
35-44 68%
45-54 58%
55-64 49%
65-74 33%
75+ 10%


On-Shore Vs Off-Shore online purchases by New Zealanders

Purchase type %age
On-Shore Purchases 74%
Off-Shore Purchases 26%


75% of online shoppers purchase online to get a better overall deal.

Major reasons %age
Get a lower price online than in shops 76%
Get a better overall deal 75%
Compare across product brands 71%
Shop outside of business hours 63%
Save time visiting shops 56%
Find something not available in shops 56%
Receive unbiased view of products 54%
Find something not available locally 54%
Avoid crowds 50%
Read reviews by other consumers 46%
Remain anonymous when shopping 26%


54% of New Zealanders own a smartphone. 74% of smartphone users have researched a product or service on their phone before making a purchase. 33% of smartphone users have used their smartphone to make a purchase.

Top online shopped categories

Categories %age
Clothing / Shoes /Accessories 37.8%
Books/ Magazines 32.1%
Music CD/ Videos / DVDs 14.5%
Health and Beauty 15.2%
Toys 13.4%
Sports Equipment 9.4%
Airline Tickets 46.7%
Entertainment 28.9%
Travel related Services (hotels/cars) 27.6%


Number of Online purchases Made

Number of purchases %age
1 6%
2-3 17%
4-5 15%
6-10 20%
11-20 15%
21+ 14%
Don’t know 13%


Online retail spending by rural New Zealanders has grown 20% over the 12 months to 31 March 2014, outpacing the14% growth rate for urban residents.

67% of online retail spending by rural kiwis has been at domestic merchant’s websites. For urban shoppers, 61% of their online retail spending has been at domestic site.