Online shopping has solidified its standing among Australian shoppers as it remains the most favourable way to shop due to the excitement of shopping anywhere, anytime, according to new research from customer engagement specialist, Emarsys. 

The study found that almost half (47%) prefer e-commerce retail to bricks-and-mortars shopping. Facebook takes the lead as the online platform being shopped on most among 36% consumers, followed by Instagram (30%) and TikTok (23%).

However, generational differences are seen when it comes to how consumers get inspired to shop. Most Gen Z shoppers, aged 16 to 24, are mostly like to rely on Instagram (52%) and TikTok (48%) while nearly half of Millennials depend on Facebook to inspire them (47%).

Social media has enabled the ability to shop anywhere, anytime with two-fifths (40%) of Australians excited about the option to do so. This has led to over 75% of consumers having up to three devices to shop from. When it comes to Millennials, one in five (20%) have up to six devices to shop from, including phones, tablets, computers, and smart speakers.

Mobile phones continue to dominate as the most used device for making purchases, with over a sixth (17%) of Australians getting frustrated when they can’t make a purchase due to poor internet connection. One-quarter (25%) have even credited online shopping on mobile devices to have made it easier to connect with friends as they can send them links to products they like.

Over one-third (36%) have shopped via their mobile while queuing a physical store, and over one-eighth (17%) of consumers shop while in a work meeting.

“Australians’ relationship with e-commerce shopping is evolving, and we are starting to see social media platforms play a larger part in the e-commerce space amongst Gen Z, Millennials, Gen X, and even Baby Boomers,” Emarsys vice president for Asia Pacific and Japan, Kristyn Wallace said.

“Brands that are offering one type of digital experience to Australians are only just meeting consumer expectations these days. Marketers need to realise that only having one platform of e-commerce isn’t meeting customers where they want to be met.

“Marketers need to invest in the full omnichannel approach, that not only amplifies the customer experience but gives customers several platforms to choose from. Consumers aren’t picky with their online preferences, but they are persuaded by the brands making their presence known on specific social media platforms. To match pace and keep a competitive edge in a globally connected retail world, brands need to offer multiple touchpoints to remain one step ahead,” she added.