e-Commerce Market Analytics

The eCommerce market in New Zealand

New Zealand is the 46th largest market for eCommerce with a revenue of US$4.3 billion in 2021, placing it ahead of Peru and behind Portugal.

With an increase of 15%, the New Zealand eCommerce market contributed to the worldwide growth rate of 15% in 2021. Just like in New Zealand, global eCommerce sales are expected to increase over the next years. As new markets are emerging, global growth will continue over the next years. This development will be propelled by East and Southeast Asia with their growing middle class and their lagging offline infrastructure.

With a yearly growth rate of 6% between 2021 and 2025, New Zealand is expected to grow at about the same rate as the global average (6%).

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$813 million in 2021. countdown.co.nz is followed by apple.com and thewarehouse.co.nz as the second- and third largest stores with US$181 million and US$143 million, respectively. Altogether, the top three stores account for 25% of online 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.

One of the fastest-growing stores in the New Zealand market is waihyd.co.nz. The store achieved online net sales of about US$0.4 million in 2021. Its revenue growth amounted to 286% in the previous year.

More information on the top 100 online stores in New Zealand can be found in our ecommerceDB Country Report.

Growth champions:
Editorial tips:

Top online eCommerce stores in New Zealand by eCommerce net sales 2021 in million US$

# Store
1. countdown.co.nz
US$791.5m
2. apple.com
US$197.7m
3. mitre10.co.nz
US$134.1m
4. farmers.co.nz
US$128.8m
5. noelleeming.co.nz
US$92.7m

The eCommerce market in New Zealand

Market size and growth rate

Revenue in 2021
US$5,911.9m
REVENUE
CAGR 2021-2025
16.4%
CAGR
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.

Visit Statista.com

The eCommerce market in New Zealand is expected to increase over the next few years, as indicated by the Statista Digital Market Outlook. It has been predicted that the compound annual growth rate for the next four years (CAGR 21-25) will be 6%. Compared to the year-over-year growth of 15% between 2020 and 2021, this decrease in yearly growth suggests a moderately flooded market. An other indicator of market saturation is the online penetration of 61% in New Zealand; in other words, 61% of the New Zealand population have bought at least one product online in 2021.

Five categories are considered by ecommerceDB. Food & Personal Care is the largest segment in New Zealand and accounts for 25% of the eCommerce revenue in New Zealand. It is followed by Toys, Hobby & DIY with 23%, Fashion with 23%, Electronics & Media with 16%, and Furniture & Appliances with the remaining 14%.


The eCommerce market in New Zealand

Top shipping service providers

In New Zealand, CourierPost is the most frequently offered delivery service provider among online stores. Of those stores indicating which service they use to transport their goods, 39% cited CourierPost as one of their providers. Moreover, Peter Baker Transport and New Zealand Post are among the top three shipping service companies offered by online retailers in New Zealand, at rates of 11% and 9%.

Shipping information is based on orders from the store's main country, which is defined as the one where the store generates most of its online revenue. As a result, only stores that generate more net sales in New Zealand than in any other country are taken into account. Furthermore, only stores that provide information about their shipping providers can be considered.

Competitor analysis of shipping service providers in New Zealand

# Shipping service provider
1. CourierPost
39.0%
2. Peter Baker Transport
11.0%
3. New Zealand Post
9.0%