Hobby & Leisure market in New Zealand

The New Zealand Hobby & Leisure eCommerce market is predicted to reach US$543.2 million by 2024 and accounts for 14.3% of the total eCommerce market in New Zealand. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 5.9%, resulting in a projected market volume of US$684.2 million by 2028. Within the Hobby & Leisure market ECDB considers the following twelve sub-markets: Media, Stationery, Crafts & Art Supplies, Sports Equipment, Pet Supplies, Toys, Camping & Adventure, Bullion & Precious Metal, Musical Instruments, Flowers & Gifts, Other Hobby & Leisure, Erotic & Adult, and Smoking Supplies.

Monthly revenues

Monthly eCommerce revenues in the New Zealand Hobby & Leisure market

The monthly eCommerce revenue of the New Zealand Hobby & Leisure market was US$44 million in November 2024. This refers to a growth of 4.4% compared to October 2024. Within the last 12 months, the monthly revenue share was the highest in December 2023 with 9.1% of the total 2023 revenue of the New Zealand Hobby & Leisure market and the lowest in October 2024 with 7.7% of the total 2024 revenue.

Revenue Last Month

US$43.7m

The eCommerce revenue grew by 4.4% from October 2024 to November 2024.

11-2024+4.4%

Monthly revenue shares in the last 12 months

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

0-20241-20242-20243-20244-20245-20246-20247-20248-20249-202410-202411-2024
Revenue (in mUS$)0.00.00.00.00.00.00.00.00.00.00.00.0
Monthly revenue share (in %)72.726.468.852.975.781.189.728.583.19.865.289.1

Market development

eCommerce revenue development in the Hobby & Leisure market in New Zealand

The New Zealand Hobby & Leisure eCommerce market is predicted to reach US$543.2 million by 2024 and accounts for 14.3% of the total eCommerce market in New Zealand. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 5.9%, resulting in a projected market volume of US$684.2 million by 2028. Within the Hobby & Leisure market ECDB considers the following twelve sub-markets: Media, Stationery, Crafts & Art Supplies, Sports Equipment, Pet Supplies, Toys, Camping & Adventure, Bullion & Precious Metal, Musical Instruments, Flowers & Gifts, Other Hobby & Leisure, Erotic & Adult, and Smoking Supplies.

eCommerce revenue development in the Hobby & Leisure market in New Zealand

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Hobby & Leisure market in New Zealand

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)15.647.389.916.939.795.462.526.9

Online share

eCommerce online share of the total Hobby & Leisure market in New Zealand

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 Hobby & Leisure retail market, the online share is 6.2% and will increase by an average of 9.0% to 8.8% by 2028.

eCommerce online share of the total Hobby & Leisure market in New Zealand

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)73.9%26.7%79.6%43.7%10.7%65.2%60.2%22.8%

Top stores

Top five Hobby & Leisure online stores in New Zealand by net sales 2023

With sales in the New Zealand Hobby & Leisure market, countdown.co.nz generated a revenue of US$36.3 million in 2023, which means it is the leading online store in this market. The Hobby & Leisure ranking of New Zealand is based on all online stores that generated sales in this market in 2023. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.

eCommerce net sales generated in the Hobby & Leisure market in New Zealand in 2023

in million US$

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, ECDB analysis

Filtered revenue / share
Global revenue
Growth
no-access-0
US$900.0m
20.7%
US$8,300.0m8.3%
no-access-1
US$550.0m
12.0%
US$4,600.0m12.4%
no-access-2
US$470.0m
3.9%
US$1,190.0m33.6%
no-access-3
US$430.0m
20.6%
US$2,122.0m18.0%
no-access-4
US$370.0m
20.7%
US$1,814.0m12.6%

See further stores

Worldwide - Hobby & Leisure New Zealand - Hobby & Leisure New Zealand - All Categories

Shop Software Solutions

Top 5 used shop software solutions in the New Zealand Hobby & Leisure market

In the New Zealand Hobby & Leisure eCommerce market in 2023, Shopify is the leading shop software solution, used by over 33.8% of online retailers. Magento comes in second, but with a much lower usage rate of 7.4%. Meanwhile, WooCommerce, Salesforce Commerce Cloud, and OpenCart are used by a relatively small number of online retailers.

Top 5 used shop software solutions in the New Zealand Hobby & Leisure market

in %

Note: A store can use more than one shop software solution (Multi-pick), based on 68 stores in the New Zealand Hobby & Leisure market

Source: ECDB analysis

See all stores using

shop software shop software shop software

Market definition

Definition of the Hobby & Leisure market

Market definition: Hobby & Leisure The category Hobby & Leisure includes the digital B2C sale of various products, such as media, pet supplies, sports equipment, and more. Not part of the category are DIY building materials, consumer electronics (e.g. game consoles, gaming laptops, gaming PCs) or personalized and customized items. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Media
  • Pet supplies
  • Toy and games
  • Sports equipment
  • Camping & adventure
  • Stationery, crafts & art supplies
  • Erotic & adult
  • Bullion & precious metal
  • Flowers & gifts
  • Musical instruments
  • Smoking supplies

Out-of-scope

  • DIY building materials
  • Consumer electronics (e.g. game consoles, gaming laptops, gaming PCs)
  • Personalized and customized items
  • Workshops and other services