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Survey: 46% of Australian shoppers prefer to buy holiday gifts in-store rather than online

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Episerver’s global report details retail buying habits, retailer best practices

North Sydney, New South Wales, Oct. 29, 2019 – Unlike much of the world, Australians still intend to do the majority of their shopping in-store rather than online. That’s according to new research from Episerver, the customer-centric digital experience company.

For its report “Holiday Online Shopping Trends 2019: Retailers Win with Customer Centricity,” Episerver surveyed more than 4,500 global online shoppers to learn about their holiday shopping habits and to identify best practices for retail marketers and merchandisers to earn customers’ attention and action. Australia led all countries surveyed in online shoppers’ preference for preferring to do the majority of their holiday shopping in store (46 per cent). Australian shoppers are also most likely (30 per cent) to prefer an equal amount of online and in-store holiday shopping and are the least likely (24 per cent) to prefer to do their holiday shopping online.

Amazon is nearing its tipping point for holiday sales across the globe with 42 per cent of online shoppers expecting to purchase all or most of their gifts via the marketplace this year. Despite Amazon’s status as a top destination for gift buying, only 13 per cent of Australian online shoppers plan to buy all or most of their gifts via Amazon.

“Every digital commerce market is different, but Amazon continues to set expectations around the globe for features like two-day shipping, product recommendations and easy checkout,” said Joey Moore, head of evangelism, EMEA & APAC for Episerver. “Australian retailers need to keep up with those expectations, but they currently have the best of both worlds in that their local shoppers aren’t overly invested in Amazon and want both digital and in-person interactions. There’s incredible opportunity for Australian retailers to become customer centric across channels before Amazon tightens its grip.”

Retailers may have more time to prepare than they think as Episerver’s survey shows the highest number of shoppers (21 per cent) start their holiday shopping December 1-15 versus any other two-week period, true of both worldwide shoppers and Australian shoppers.

Consumers are evidently not worried about shipping delays with a third (31 per cent) of online shoppers expecting two-day shipping, year-round.

The “Holiday Online Shopping Trends 2019: Retailers Win with Customer Centricity” report explores the desires, behaviors and common trends of over 4,500 global online shoppers from Australia, the United States, the United Kingdom, Germany, Sweden, Belgium, the Netherlands and Luxembourg.

About Episerver
Episerver empowers businesses to scale through the most customer-centric approach to digital experiences. Its Customer-Centric Digital Experience Platform™ features best-in-class content management, robust commerce, and intuitive data and personalization solutions. The platform has consistently earned industry analyst and media recognition for its vision, capabilities and customer commitment. Episerver’s 900+ partners and 700+ employees in offices around the globe are proud to help more than 8,000 customers enrich their customer lifetime value, increase revenue and grow their brands. Learn more at episerver.com.

Contacts:
Amberly Dressler
Manager, Brand Communications
+1 714 851 5794
amberly.dressler@episerver.com

Rachel Teitt Gill
Director, Brand Communications
+1 740-815-1588
rachel.teitt@episerver.com