A probe into online consumer spending released by StarTrack, a business of Australia Post, has revealed that price, product range and shipping options offered by online retailers are most valued by Australian online shoppers who have spent over $16.6 billion online in the past year. 

The survey of 1,000 Australian online shoppers marked the launch of the new StarTrack Online Retail Industry Awards (ORIAS) People’s Choice Award, and revealed the following five top insights for online retailers:

1. Aussies like to be spoilt for choice. More than half of Australian online shoppers (58%) prefer a wide range of goods to browse and select from as opposed to a more limited range that matches their style (17%).  Access to unique items that are unavailable elsewhere was the major attraction for 19% of Aussie online shoppers. 

2. Look after your customers’ hip pocket and they will look after yours. Consistently low product prices will keep 47% of Aussies coming back for more, while 20% are more attracted by sales and promotions. With consumer confidence plateauing in recent months it is clear that either way, we are always keen for a bargain.

3. Good shipping arrangements float our boat. Free or value for money shipping was nominated as the most important factor when considering delivery options, however confidence in the service is also crucial for Australian buyers with the ability to track the shipment online rating second, and use of a known and reputable company third. This demonstrates the importance of a well-established relationship with your parcel delivery company to ensure value and quality of service for your customers.

4. Direct marketing hits the spot. Promotional emails or eDMs are the best way to entice customers into an online store with a quarter of shoppers (26%) citing it as the most influential ‘prompt’ to shop online.  This was followed by discussions with family and friends (23%) and seeing an item in-store (18%).  

5. Keep up appearances. The overall appearance and presentation of products in an online store is the most important factor to ensuring a shopper has a positive experience.  At 37%, this ranked higher than the website or app’s usability (32%) and customer service (26%). 

Source: StarTrack media release.