eCommerce market in New Zealand

New Zealand is the 42nd largest market for eCommerce with a predicted revenue of US$7,500.8 million by 2024, placing it ahead of Portugal. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 4.9%, resulting in a projected market volume of US$9,079.6 million by 2028. With an expected increase of 6.5% in 2024, the New Zealand eCommerce market contributed to the worldwide growth rate of 10.4% in 2024. Like in New Zealand, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the New Zealand eCommerce market. Electronics is the largest market and accounts for 27.9% of the New Zealand eCommerce revenue. It is followed by Fashion with 23.0%, Hobby & Leisure with 14.0%, Furniture & Homeware with 11.3%, Grocery with 10.3%, Care Products with 6.8%, and DIY with the remaining 6.7%.

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the New Zealand retail market, the online share is 11.1% and will increase by an average of 6.8% to 14.5% by 2028.

The biggest player in the New Zealand eCommerce market is countdown.co.nz. The store had a revenue of US$636.2 million in 2023. Store rankings include 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.

With 97.9% VISA the most commonly offered payment method of all online stores in the New Zealand eCommerce market in 2023. Like VISA Mastercard with a share of 97.9% and American Express with a share of 56.9% the payment type Cards is the most common used by online retailers in in the New Zealand eCommerce market in 2023. Other commonly used payment methods in that market are Afterpay (Installment) with 53.8% and PayPal (E-wallets) with 46.5% of stores offering that payment method to the clients.

Despite New Zealand Post's dominant position with 40.4% of online stores opting for its services, the New Zealand eCommerce market in 2023 remains diverse and competitive. Several other shipping service providers, including CourierPost, DHL, Peter Baker Transport, and Australia Post, hold smaller but significant shares, contributing to a dynamic and fragmented market.