Australian e-commerce market report for November 2022

Affected by the Black Friday and Cyber ​​Monday promotions, Australia's online transaction volume in November increased by 3% compared with the same period last year. Therefore, November has become one of the most important time nodes for online shopping in Australia.

On a month-on-month basis, online shopping volume increased by 38% compared to October. At the same time, more than 6 million Australian households made online purchases in November, but many families still hope to save money during the year-end holidays.

Foot traffic to offline retail stores has increased, but the popularity of online sales events shows no signs of slowing down.

This year's Black Friday and Cyber ​​Monday online promotion week sales were almost 7% higher than the same period last year.

In the days before Black Friday officially started on November 25, online transactions also saw a significant surge. This shows that retailers have begun to advance holiday promotions to gain a larger market share. As Christmas approaches, online shopping in Australia is expected to decline, and people's final shopping sprint is expected to be completed in physical stores, and holiday gift sales are expected to increase.

From November 6 to November 19, 2022, Australia's popular large-scale promotion Click Frenzy began to grab traffic, and online purchases during the event increased by 20%, only 1.4% lower than the same period last year.

During the promotion, 4.2 million Australian households participated in online shopping, an increase of 320,000 households compared to the previous two weeks. Clothing and beauty products became the top-selling products, and discount stores became crowded places.

Sales on Black Friday and Cyber ​​Monday increased by 6.6% compared to the same period last year. Compared to Click Frenzy in the previous two weeks, online transactions even increased by 42%. More than 33% of online transactions came from New South Wales. Victoria and Queensland followed closely behind, becoming the second and third largest "carnival places" during the event period.

During Cyber ​​Week, 4.9 million households made online purchases, an increase of 700,000 households over the Click Frenzy period. Sports and leisure, outdoor sports products, and fashion accessories were the most popular categories for online consumption.

From January 2020 to November 2022, based on the analysis of Australia’s online category sales data, we can see that:

Online sales of fashion apparel increased by 57% month-on-month in November 2022 and 6% year-on-year.

Online sales of beauty and health products increased by 32% month-on-month in November 2022 and increased by 12% year-on-year.

Online sales of home gardening products increased by 57% month-on-month in November 2022 and 6% year-on-year.

Online sales of hobbies and entertainment increased by 37% month-on-month in November 2022, and decreased by 5.8% year-on-year.

Online sales of specialty food/beverages increased 50% month-on-month in November 2022 and 2.4% year-on-year.

Online sales at grocery stores increased 35% month-on-month in November 2022, but were down 5% year-on-year.

Compiled by Hugo Cross-border Liu Zhiwei