Online Retail Sales Index – November 2014

Online sales growth slows markedly in November with most categories following suit. Despite the general slowdown, at category level, Electronic Games and Toys maintained recent momentum. In dollar terms, Australians spent approxinately $16.3 billion on online retail.

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Online sales growth slows markedly in November with most categories following suit

  • Online retail experienced a considerable slowdown in November, with sales contracting (-0.2%) compared to October, and sales now only 3.9% higher compared to a year ago.
  • In dollar terms, we estimate Australians spent $16.3 billion on online retail in the 12 months to November 2014. This level is equivalent to 6.8% of spending at traditional bricks & mortar retailers as measured by the ABS (excluding cafés, restaurants and takeaway food, to create a like-for-like comparison) in the 12 months to October 2014.
  • Despite the general slowdown, at category level in year on year terms, Electronic Games and Toys (39.4%) maintained its recent momentum, although this segment accounts for about 3% of spend. Other key growth areas included Media (8.7%), Groceries and Liquor (7.4%), Fashion (6.2%), and Department and Variety stores (4%). One of the largest spend segments, Homewares and Appliances, contracted (-3.1%).

For further details, please see the attached report.