NAB Online Retail Sales Index: in depth report – December 2015

In this December 2015 quarter edition of the NAB Online Retail Sales Index, we have responded to market changes by including separate data on takeaway food and smaller online retailers.

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In this December 2015 quarter edition of the NAB Online Retail Sales Index, we have responded to market changes by including separate data on takeaway food and smaller online retailers. We have also enhanced the methodology by identifying retail category and spend location (domestic /international).

In total, we estimate the Australian online retail market was worth $19.1bn in the 12 months to December 2015.

In growth terms, sales experienced relatively strong month-on-month (MOM) growth of 2.0% in December, seasonally adjusted (sa). This is a considerable improvement on the sales weakness in October (-0.1%). The December result was driven by domestic online sales growth (+2.5%), while international contracted (-0.7%). In year-on-year (YOY) terms, domestic online retailers (15.4%) continue to outpace international (-4.1%). Comparable YOY growth in traditional bricks & mortar retail (up 4.7% in December) was still outpaced by the improvement in online retail (11.2%).

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About the NAB Online Retail Sales Index

Based on two million non-cash transactions per day, scaled up to replicate the broad economy, the NAB Online Retail Sales Index tracks online retail spending across sectors, demographics, locations and the breakdown of goods bought from domestic and international online retailers. The index is produced monthly and analysis is provided on a quarterly basis.

About Quantium

Quantium is Australia’s leading data analytics and marketing strategy firm. Quantium has worked with NAB for more than six years, assessing de-identified transaction data to derive insights, trends and shopping habits of different customer groups. The resulting analysis forms Market Blueprint and is used by NAB and other businesses to drive innovation and business performance through customer, distribution and marketing strategies.

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