eCommerce market in New Zealand
New Zealand is the 48th largest market for eCommerce with a predicted revenue of US$6,300.3 million by 2023, placing it ahead of Portugal. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 12.6%, resulting in a projected market volume of US$10,121.8 million by 2027. With an expected increase of 24.8% in 2023, the New Zealand eCommerce market contributed to the worldwide growth rate of 17.0% in 2023. Like in New Zealand, global eCommerce sales are expected to increase over the next years. Five markets are considered by ecommerceDB within the New Zealand eCommerce market. Fashion is the largest market and accounts for 27.8% of the New Zealand eCommerce revenue. It is followed by Food & Personal Care with 24.8%, Toys, Hobby & DIY with 18.4%, Electronics & Media with 15.4%, and Furniture & Appliances with the remaining 13.5%.
Market development
eCommerce revenue development in New Zealand
New Zealand is the 48th largest market for eCommerce with a predicted revenue of US$6,300.3 million by 2023, placing it ahead of Portugal. Revenue is expected to show a compound annual growth rate (CAGR 2023-2027) of 12.6%, resulting in a projected market volume of US$10,121.8 million by 2027. With an expected increase of 24.8% in 2023, the New Zealand eCommerce market contributed to the worldwide growth rate of 17.0% in 2023. Like in New Zealand, global eCommerce sales are expected to increase over the next years. Five markets are considered by ecommerceDB within the New Zealand eCommerce market. Fashion is the largest market and accounts for 27.8% of the New Zealand eCommerce revenue. It is followed by Food & Personal Care with 24.8%, Toys, Hobby & DIY with 18.4%, Electronics & Media with 15.4%, and Furniture & Appliances with the remaining 13.5%.
eCommerce revenue development in New Zealand
Note: Data shown is using current exchange rates and reflects market impacts of the Russia-Ukraine war
Source: Statista Market Insights, ecommerceDB
| 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
|---|---|---|---|---|---|---|---|---|
| Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Growth (in %) | 25.7 | 43.4 | 9.3 | 16.5 | 0.3 | 6.8 | 41.5 | 95.6 |
| AOV (in US$) | 17.8 | 30.3 | 17.8 | 90.3 | 59.3 | 11.0 | 89.8 | 23.7 |
| CVR (in %) | 25.7 | 43.4 | 9.3 | 16.5 | 0.3 | 6.8 | 41.5 | 95.6 |
Top stores
Top five online stores in New Zealand by net sales 2021
The biggest player in the New Zealand eCommerce market is countdown.co.nz. The store had a revenue of US$791.5 million in 2021. countdown.co.nz is followed by apple.com and mitre10.co.nz as the second- and third-largest stores with US$197.7 million and US$134.1 million, respectively. Altogether, the top three stores account for 34.0% of the top 100 online stores' revenue in New Zealand. Store rankings include every store that generates revenue in New Zealand. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in New Zealand was considered.
eCommerce net sales generated in New Zealand in 2021
Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed
Source: Annual report, secondary sources, ecommerceDB analysis
| no-access-0 | no-access-1 | no-access-2 | no-access-3 | no-access-4 | |
|---|---|---|---|---|---|
| Filtered revenue (in mUS$) | 900.0 | 550.0 | 470.0 | 430.0 | 370.0 |
| Share of global revenue (in %) | 20.7 | 12.0 | 3.9 | 20.6 | 20.7 |
| Global revenue (in mUS$) | 8,300.0 | 4,600.0 | 1,190.0 | 2,122.0 | 1,814.0 |
| Growth global revenue (in %) | 8.3 | 12.4 | 33.6 | 18.0 | 12.6 |
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