e-Commerce Market Analysis

The eCommerce market in New Zealand

New Zealand is the 37th largest market for eCommerce with a revenue of US$3 billion in 2018, placing it ahead of Portugal and behind South Africa.

With an increase of 4%, the New Zealand eCommerce market contributed to the worldwide growth rate of 11% in 2018. Revenues for eCommerce continue to increase. New markets are emerging, and existing markets also have the potential for further development. Global growth will continue over the next few years. This will be propelled by East and Southeast Asia, with their expanding middle class and lagging offline shopping infrastructure.

The eCommerce market includes online sales of physical goods to a private end user (B2C). Included in this definition are purchases via computer as well as mobile purchases via smartphones and tablets. Excluded from the definition of ecommerceDB are the following: digitally distributed services (e.g., travel tickets), online stores dedicated to digital media downloads or streams, online stores dedicated to B2B markets, and sales between private individuals (C2C) within the eCommerce market.

The eCommerce market in New Zealand

Top online stores

The biggest player in the New Zealand eCommerce Market is countdown.co.nz. The store had a revenue of US$0.3 billion in 2018. It is followed by apple.com with US$0.1 billion revenue and thewarehouse.co.nz with US$88.1 million revenue. Altogether, the top three stores account for 20% of online revenue in New Zealand.

Store rankings are based on every store that generates revenue in New Zealand. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in New Zealand was considered.

One of the fastest-growing stores in the New Zealand market is wiggle.co.nz. The store achieved sales of about US$7.1 million in 2018. Its revenue growth amounted to 420% in the previous year.

Top online The eCommerce market stores in New Zealand by eCommerce net sales 2018 in million US$ The table shows the stores that generate the highest revenue in the New Zealand market. For this evaluation, only revenue created in New Zealand was considered. Basis are all shops on eCommerceDB that operate in New Zealand.

# Store
1. countdown.co.nz US$297m
2. apple.com US$106m
3. thewarehouse.co.nz US$88m
4. mightyape.co.nz US$61m
5. noelleeming.co.nz US$45m
The eCommerce market in New Zealand

Market size and growth rate

Revenue in 2018
CAGR 2018-2022

Digital Market Outlook by Statista

The Digital Market Outlook presents up-to-date figures on markets of the digital economy. The comparable key figures are based on extensive analyses of relevant indicators from the areas of society, economy, and technology.
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Market expansion in New Zealand is expected to continue over the next few years, as indicated by the Statista Digital Market Outlook. It has been predicted that the compound annual growth rate (CAGR 18-22) for the next four years will be 9%. Compared to the year-over-year growth of 4%, this increase suggests that the market still has growth potential and is not yet saturated. Another indicator of market saturation is the online penetration of 76% in New Zealand; in other words, 76% of the New Zealand population have bought at least one product online in 2018.

Five categories are considered by ecommerceDB. Fashion is the largest segment in New Zealand and accounts for 31% of the eCommerce revenue in New Zealand. This is followed by Toys, Hobby & DIY with 25%, Electronics & Media with 22%, Food & Personal Care with 13% and Furniture & Appliances with the remaining 10%.

The eCommerce market in New Zealand

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