E-commerce activities have continued to increase in popularity in New Zealand. As of ************, about ** percent of people in New Zealand aged between 16 and 64 years had recently searched for a product or service to buy online. The share of online shoppers in the country was forecasted to surge to ** percent by 2026.

Online shopping trends

Online grocery shopping via the supermarket chain Countdown generated the highest net e-commerce sales in 2018, surpassing the second ranked online store, The Warehouse, by over *** percent. Many Kiwis are opting to do their weekly grocery shop online rather than in-store, taking advantage of the convenience, time and stress saving aspects of internet shopping. While online grocery shopping showed healthy growth in 2018, the furniture and homeware segment emerged with the largest growth rate in online spending in that year.

Rise of the digital wallet

Supported by a high internet penetration rate, New Zealanders look set to rapidly increase their future e-commerce shopping volume. Online shopping accounted for *** percent of all retail spending as of 2019 and growth is expected to continue in this segment. The number of employees in the retail trade industry increased in 2018, though at a lower rate than in previous years. This indicates that traditional brick and mortar retail outlets may be starting to lose their dominance in the retail market, with increased competition from both local and global online stores.

A survey conducted in the first quarter of 2024 among online shoppers in New Zealand revealed that the most popular purchase category was clothing, with over ** percent of respondents shopping for these items online. Shoes, as well as food and beverages, were the next most commonly purchased items among New Zealand's online shoppers. Bags and luggage were the least popular online purchase category among respondents.

Discover the booming New Zealand e-commerce market! Our analysis reveals a CAGR of 8.70% and projects significant growth to 2033. Learn about key drivers, trends, challenges, and leading companies shaping this dynamic sector. Key drivers for this market are: Increasing Online Shoppers is Expected to Boost the Market, Rising Adoption of Buy Now Pay Later Services. Potential restraints include: , Technology is Expensive to Integrate and Comparatively Slower Charging. Notable trends are: Increasing Online Shoppers is Expected to Boost the Market.

Discover the booming New Zealand e-commerce market! This in-depth analysis reveals key trends, market size projections (2025-2033), major players, and segment-specific growth opportunities in B2C and B2B e-commerce. Learn about the driving forces and challenges impacting NZ's digital economy. Recent developments include: March 2022 - Australian e-commerce company MyDeal announced its plans to expand into New Zealand during the first half of the calendar year. After that, the company is eyeing moving further abroad, entering the UK and the US markets., April 2022 - A whiteware, furnishings, and equipment retailer modeling itself on the likes of e-commerce giant Amazon within a single day supply has launched in New Zealand. Andoo, an e-commerce-only retailer arrange by Australian brick-and-mortar retail, is currently able to offer next-day delivery in the Auckland and Hamilton region to grow that nationwide.. Key drivers for this market are: Increasing Online Shoppers is Expected to Boost the Market, Rising Adoption of Buy Now Pay Later Services. Potential restraints include: , Technology is Expensive to Integrate and Comparatively Slower Charging. Notable trends are: Increasing Online Shoppers is Expected to Boost the Market.

A survey conducted among New Zealanders in May 2022 revealed that the leading reason for shopping online among consumers in New Zealand is to save time, with ** percent of respondents indicating this. The main reason for shopping in-store among participants was due to a greater opportunity for social interaction. Shopping in-store was on average preferred, with ** percent of respondents reporting that shopping offline made for a better overall shopping experience.

Unpredictable trading conditions have challenged the Department Stores industry over the past few years. Retailers’ revenue hiked in 2020-21 thanks to solid consumer spending on discretionary items, including expensive items like furniture. Government stimulus expanded real household discretionary income, encouraging consumer spending. However, the end of pandemic-related government support has weakened real household discretionary income and consumer sentiment, which has tightened consumers’ budgets for non-essential items sold at department stores in recent years. High inflation has also pressured department stores. A few enterprises entered the industry when business confidence heightened in 2021-22 and 2023-24. However, existing companies, including well-established players, have downsized floor space, reduced store numbers or opted to permanently leave the industry in recent years amid high inflation. These cost-saving strategies have fundamentally shrunk the industry’s size, with declines in profit and wages echoing this trend. Department stores have suffered from reduced consumer spending, which has harmed revenue, contributing to an expected 3.0% fall through the end of 2025-26, to an estimated $6.1 billion. Department stores have faced intense competition from online-only and specialty retailers offering affordable prices or unique products. An emerging consumer preference for personalised experiences has challenged department stores as many have shown strength in providing various products to broad consumer groups. Department stores’ income is projected to drop 2.9% in 2025-26. In response, department stores have been improving operational efficiencies, which include closing unprofitable stores and consolidating operations. Department stores have adopted data-driven technologies and omnichannel strategies to strengthen digital selling amid consumers’ growing online shopping habits. These measures have elevated profitability in recent years. Revenue is forecast to rise by an annualised0.4%, totalling $6.3 billion, through the end of 2030-31. A projected climb in real household discretionary income and consumer sentiment are forecast to stimulate consumer spending in department stores. Still, department stores will face fierce internal and external competition from specialty retailers, including apparel, furniture, sporting goods and electronics stores. Department stores that attract consumer interest through an expanded social media presence and strong multi-channel strategies can strengthen customer engagement and sales.

New Zealand Google Search Trends: Online Shopping: Costco data was reported at 7.000 Score in 12 Nov 2022. This stayed constant from the previous number of 7.000 Score for 11 Nov 2022. New Zealand Google Search Trends: Online Shopping: Costco data is updated daily, averaging 2.000 Score from Dec 2021 (Median) to 12 Nov 2022, with 347 observations. The data reached an all-time high of 100.000 Score in 28 Sep 2022 and a record low of 0.000 Score in 13 Sep 2022. New Zealand Google Search Trends: Online Shopping: Costco data remains active status in CEIC and is reported by Google Trends. The data is categorized under Global Database’s New Zealand – Table NZ.Google.GT: Google Search Trends: by Categories.

The New Zealand E-commerce Market size was valued to be USD 3 Billion in the year 2024, and it is expected to reach USD 5.47 Billion in 2032, at a CAGR of 7.8% over the forecast period of 2026 to 2032.

Key Market Drivers:

Digital Payment Transformation: Mobile wallet and online payment system growth, with increasing consumer trust in digital transaction platforms. Digital payments grew by 36.7% in 2023, totaling NZ$5.4 billion. Mobile wallet usage increased by 44%, with 72% of consumers adopting digital transaction methods. The advanced technological infrastructure allows for secure, seamless online purchases, reducing transaction friction and increasing consumer convenience across digital platforms.

Online shopping has cemented its place in the retail market, buoyed by rising adoption and better technology. 2024 data shows 9.8 million households shopping online, up from 8.2 million in 2019, a clear sign of growing penetration. This performance has benefited from safer payments, easier returns and smoother mobile access, while new competitors like Shein and Temu push prices down and keep pressure on margins. Augmented reality, chat-enabled service and social shopping are blurring the lines between instore and online, letting shoppers try before they buy and discover products through feeds on Instagram, YouTube and TikTok. In this environment, faster broadband and the rollout of 5G coverage are expanding the audience, enabling more impulse buys and seamless checkouts. Over the past five years, the online market’s growth has wavered with the pandemic, then settled into a more price-aware rhythm. The 'search and compare' habit means shoppers cut back when discretionary income tightens and 62% switched brands in 2024 to save money. The share of weekly online shoppers rose from 27% in 2021 to 29% in 2025, with a similar increase in the number of consumers shopping every two to three weeks. (26% in 2021 to 30% in 2025). Profitability lagged early on due to fierce competition and high fixed costs, but retailers trimmed overheads, modernised fulfilment networks and used social content to sustain margins. The market also saw international entrants intensify competition, contributing to the demise of some domestic platforms. Industry revenue is anticipated to grow at an annualised 3.4% over the five years through 2025-26 and is expected to total $64.9 billion in the current year, when revenue will climb by an estimated 6.8%. Going forwards, online sales should keep climbing thanks to broader product ranges, better mobile experiences and pay-later options that streamline purchases. AR-enabled sizing and virtual try-ons will reduce friction in fashion and accessories, while loyalty schemes and free shipping will reward repeat customers. Profit is set to climb as pricing becomes more responsive and import costs ease from a stronger Australian dollar. With omnichannel strategies, showrooming and social commerce, the line between online and offline will stay blurred and hybrid stores will become mainstream rather than niche. Overall, industry revenue is forecast to climb at an annualised 5.9% over the five years through 2030-31 to total $86.6 billion.

In a survey conducted in February 2025 among consumers in New Zealand, around ** percent of those surveyed said they expected to spend less online in 2025 than in 2024. Around ** percent of respondents revealed they expected their online expenditure to increase in 2025 compared to 2024. Over half of all shoppers surveyed expected their online spending to remain about the same in 2025 as in the previous year.

New Zealand Google Search Trends: Online Shopping: Amazon data was reported at 25.000 Score in 15 May 2025. This records a decrease from the previous number of 27.000 Score for 14 May 2025. New Zealand Google Search Trends: Online Shopping: Amazon data is updated daily, averaging 33.000 Score from Dec 2021 (Median) to 15 May 2025, with 1262 observations. The data reached an all-time high of 61.000 Score in 26 Dec 2021 and a record low of 0.000 Score in 24 Feb 2023. New Zealand Google Search Trends: Online Shopping: Amazon data remains active status in CEIC and is reported by Google Trends. The data is categorized under Global Database’s New Zealand – Table NZ.Google.GT: Google Search Trends: by Categories.

In a survey conducted in February 2023 among consumers in New Zealand, around ** percent of shoppers disclosed that they had decreased their online spending due to financial reasons, such as higher prices and less money to spend. Being able to shop in stores without COVID-19 restrictions also contributed to a decrease in online shopping among consumers.

The pie chart showcases the distribution of app/software spending by store category in New Zealand, providing insights into how eCommerce stores allocate their resources on the app or software they utilize. Among the store categories, Apparel exhibits the highest spending, with a total expenditure of $7.34M units representing 22.92% of the overall spending. Following closely behind is Food & Drink with a spend of $5.83M units, comprising 18.19% of the total. Beauty & Fitness also contributes significantly with a spend of $4.55M units, accounting for 14.19% of the overall app/software spending. This data sheds light on the investment patterns of eCommerce stores within each category, reflecting their priorities and resource allocation towards app or software solutions.

New Zealand Google Search Trends: Online Shopping: Tmall data was reported at 0.000 Score in 14 May 2025. This stayed constant from the previous number of 0.000 Score for 13 May 2025. New Zealand Google Search Trends: Online Shopping: Tmall data is updated daily, averaging 0.000 Score from Dec 2021 (Median) to 14 May 2025, with 1261 observations. The data reached an all-time high of 96.000 Score in 27 Dec 2022 and a record low of 0.000 Score in 14 May 2025. New Zealand Google Search Trends: Online Shopping: Tmall data remains active status in CEIC and is reported by Google Trends. The data is categorized under Global Database’s New Zealand – Table NZ.Google.GT: Google Search Trends: by Categories.

As of early 2023, approximately ** percent of consumers in the United States said they would prefer to shop mostly online rather than in-store, making it the country with highest online shopping preference. In contrast, more shoppers preferred visiting physical stores in countries such as Austria, Finland, and New Zealand.

New Zealand Freight And Logistics Market size was valued to be USD 20 Billion in the year 2024, and it is expected to reach USD 27.37 Billion in 2032, at a CAGR of 4% over the forecast period of 2026 to 2032.

Key Market Drivers:

E-commerce Growth and Digital Transformation: The increasing demand for online shopping boosts the need for efficient freight and logistics services to handle high volumes of deliveries. The New Zealand e-commerce market is expected to reach NZD 6.8 billion by 2023, with online retail spending increasing at a rate of about 15% per year.

New Zealand's e-commerce market is poised for significant expansion between 2024 and 2029, driven by growing consumer enjoyment of online shopping. By 2029, the country’s e-commerce revenue is projected to reach over *** billion U.S. dollars, marking an increase of around *** billion dollars from 2024. Popular e-commerce categories: from fashion to furniture Across New Zealand’s various e-commerce segments, fashion stands out as the top revenue producer. In 2024, the fashion segment contributed approximately *** billion U.S. dollars to the country’s e-commerce market revenue. This trend is likely to continue, with the fashion segment forecast to maintain its leading position across New Zealand’s e-commerce segments. Electronics and furniture items were the next most prevalent categories that year. Which online marketplaces are the favorites among New Zealand’s shoppers? Local platform Trade Me leads the pack with the highest gross merchandise value across leading marketplaces operating in New Zealand, amounting to around **** billion U.S. dollars in 2024. The platform also dominates in terms of online marketplace site visits, recording almost **** million visits in February 2025, significantly outperforming its closest competitor, AliExpress. While local retailers continue to dominate New Zealand’s online transactions, Chinese online-only marketplace Temu has also become a rising player in the country’s e-commerce market due to its highly discounted products. Although tech giant Amazon appeals to New Zealand’s online shoppers, compared to Trade Me, AliExpress, and Temu’s popularity, and Amazon’s dominance in other countries, its limited presence and warehouse infrastructure have stifled its broader adoption in the country.

Fluctuating customer activity has caused the Clothing Retailing industry to lean more into expanding its omnichannel approaches. Many bricks-and-mortar stores are struggling against inexpensive online-only and overseas retailers. Major stores are strategically either developing their own platforms or partnering with other popular online clothing sales hubs to reach more people. Nonetheless, physical stores remain critical to customer experiences, with a large portion of customers still preferring to shop and try on clothes in person for known brands and products. Adopting multichannel strategies has allowed clothing retailers to tap into the online shopping market and expand their income streams. The online shopping boom benefited retailers overall, contributing to an annualised 0.3% rise in revenue through the end of 2025-26, to an estimated $3.7 billion. Revenge spending following the easing of pandemic restrictions contributed to this growth. However, heightened cost-of-living pressures have more recently swung the pendulum back the other way, stifling consumer spending in the current year. Revenue is expected to drift downwards by 0.6% this year as retailers fight to encourage a spending recovery. While clothing can be seen as a necessary good, many shoppers have historically purchased above the bare minimum in times of economic prosperity. Yet, with budgets being stretched in recent years, some clothing accessories and more expensive brands have struggled to sustain sales activity of late. Consumers are opting to save or allocate funds towards paying back mortgages and other loans. Low consumer sentiment has also fuelled bargain-hunting behaviour, along with a transition to online channels and thrift stores with ample deals and discounts. Department stores' size and buying power allow them to sell clothing at lower prices and capture demand from price-conscious consumers. These consumer demand drawbacks, coupled with tougher purchase order conditions, have caused profit margins to shrink from both ends to maintain sales volumes. Revenue is forecast to climb at an annualised rate of 1.7% through the end of 2030-31, to $4.0 billion. Improvements in consumer sentiment and real household disposable incomes will drive consumer expenditure on discretionary clothing items. Even so, discounting will return with a vengeance as supply chains recover, taking a toll on clothing retailers' profitability. Also, global fast fashion chains will continue entering the New Zealand market, syphoning demand and intensifying price-based competition.

谷歌搜索趋势：网上购物：开市客在11-12-2022达7.000分，相较于11-11-2022的7.000分保持不变。谷歌搜索趋势：网上购物：开市客数据按日更新，12-01-2021至11-12-2022期间平均值为2.000分，共347份观测结果。该数据的历史最高值出现于09-28-2022，达100.000分，而历史最低值则出现于09-13-2022，为0.000分。CEIC提供的谷歌搜索趋势：网上购物：开市客数据处于定期更新的状态，数据来源于Google Trends，数据归类于全球数据库的新西兰 – Table NZ.Google.GT: Google Search Trends: by Categories。

谷歌搜索趋势：网上购物：天猫在11-29-2025达0.000分，相较于11-28-2025的0.000分保持不变。谷歌搜索趋势：网上购物：天猫数据按日更新，12-01-2021至11-29-2025期间平均值为0.000分，共1460份观测结果。该数据的历史最高值出现于12-27-2022，达96.000分，而历史最低值则出现于11-29-2025，为0.000分。CEIC提供的谷歌搜索趋势：网上购物：天猫数据处于定期更新的状态，数据来源于Google Trends，数据归类于全球数据库的新西兰 – Table NZ.Google.GT: Google Search Trends: by Categories。