Industry Statistics and Trends
Market size and recent performance (2013-2028)
Industry revenue has grown at a CAGR of 4.0 % over the past five years, to reach an estimated $6.6bn in 2023.
Trends and Insights
Online shopping boomed amid the pandemic, but now faces inflation-fuelled headwinds
- The Online Shopping industry has seen impressive growth, bolstered by technological advancements and the impact of the COVID-19 pandemic on bricks-and-mortar stores, which led to a surge in online consumer activity.
- Additional trends and insights available with purchase
Source: IBISWorld
Industry outlook (2024-2029)
Market size is projected to grow over the next five years.
Trends and Insights
Online retailers have a bright future ahead through leveraging technological innovations and consumer behaviours
- With increasing internet connections and faster broadband speeds, online retailers are poised to expand their reach while securing customer retention through transaction security enhancements.
Biggest companies in the Online Shopping in New Zealand
| Company | Market Share (%)
2024 | Revenue ($m)
2024 |
|---|---|---|
Woolworths New Zealand | 1,103.5 | |
Warehouse | 538.3 | |
Kogan.com | 161.9 |
To view the market share and analysis for all 3 top companies in this industry, view purchase options.
Products & Services Segmentation
Source: IBISWorld
Industry revenue is measured across several distinct product and services lines, including Clothing, footwear and personal accessories, Electronic goods and software and Groceries and liquor. Clothing, footwear and personal accessories is the largest segment of the Online Shopping in New Zealand.
Trends and Insights
Online sales of groceries and liquor have taken the lead in the digital revolution
- Groceries and liquor form the most significant segment in the industry. Due to busier lifestyles and the recent pandemic, consumers have switched to online stores as a safer and more convenient alternative to physical shopping.
- More insights available in the full report
Table of Contents
About this industry
Industry definition
Industry firms operate websites that sell a range of goods such as clothing, footwear, electronic goods, groceries and liquor, toys, sporting equipment, entertainment media, furniture and general merchandise. Industry players are either pure-play online retailers or bricks-and-mortar stores with an online presence. The industry does not include sales of goods or services by agents that do not take ownership of the goods and services, or sales of goods by individuals.
What's included in this industry?
Clothing, footwear and personal accessoriesElectronic goods and softwareGroceries and liquorRecreational goodsPrinted material, music and moviesTakeaway foodFlowers and plantsHousewares, hardware and building materialsOffice equipment and stationeryCosmetics, fragrances and toiletriesCompanies
Woolworths New ZealandWarehouseKogan.comPurchase this report to view all 3 major companies in this industry.
Related Terms
ECOMMERCESEARCH ENGINE MARKETING BRICKS AND CLICKSBRICKS-AND-MORTARIndustry Code
ANZSIC G - Online Shopping in New Zealand
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
The COVID-19 pandemic, added convenience, competitive pricing and an expanding consumer preference for a broader choice have fuelled the online shopping boom. Online stores o...
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2013-2022) and forecast (2023-2028)
- Employees, including historical (2013-2022) and forecast (2023-2028)
- Businesses, including historical (2013-2022) and forecast (2023-2028)
- Profit, including historical (2013-2023)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
Online retailers have expanded their product range, driven by more bricks-and-mortar stores venturing into ecommerce and the rise of new online retailers. Retailers’ product ...
In this chapter
- Products & Services
- Major Markets
Key metrics
- Largest market segment and value in 2023
- Product innovation level
Charts
- Products & services segmentation in 2023
- Major market segmentation in 2023
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
The Online Shopping industry's geographic segmentation relies mainly on population distribution and internet availability. Hence, areas with a larger population, like Aucklan...
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each region
- Share of population compared to establishments in each region in 2023
Tables
- Number and share of establishments in each region in 2023
- Number and share of revenue each region accounts for in 2023
- Number and share of wages each region accounts for in 2023
- Number and share of employees in each region in 2023
Detailed analysis
- Geographic spread of the industry across Asia Pacific, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
Online shopping companies rival internally through competitive pricing and product variety. They invest heavily in branding for a more substantial reputation and increased co...
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2018-2023
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
Learn about the performance of the top companies in the industry.
Analyst insights
The industry includes pure online retailers and traditional stores with online sales. They retail a range of products and services. However, it's challenging for a single ent...
In this chapter
- Market Share Concentration
- Companies
- Company Spotlights
Charts
- Industry market share by company in 2019 through 2023
- Major companies in the industry, including market share, revenue, profit and profit margin in 2023
- Overview of Woolworths New Zealand's performance by revenue, market share and profit margin from 2017 through 2023
- Overview of Warehouse's performance by revenue, market share and profit margin from 2017 through 2023
- Overview of Kogan.com's performance by revenue, market share and profit margin from 2017 through 2023
Detailed analysis
- Description and key data for Woolworths New Zealand, and factors influencing its performance in the industry
- Description and key data for Warehouse, and factors influencing its performance in the industry
- Description and key data for Kogan.com, and factors influencing its performance in the industry
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
Online retailers must comply with the Fair Trading Act and Consumer Guarantees Act, laws overseen by The Commerce Commission to protect consumers from fraudulent practices. R...
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
- Regulation & Policy historical data and forecast (2013-2028)
- Assistance historical data and forecast (2013-2028)
Detailed analysis
- Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Financial Benchmarks
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Analyst insights
The online retail industry's cost structures differ significantly based on the product type, price and scale of operations. Key sectors include groceries, electronics, fashio...
In this chapter
- Cost Structure
- Financial Ratios
- Key Ratios
Key metrics
- Profit margin, and how it compares to the sector-wide margin
- Average wages, and how it compares to the sector-wide average wage
- Largest cost component as a percentage of revenue
- Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio
Charts
- Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2023
- Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2023
- Investment vs. share of economy
Data tables
- Cash Flow & Debt Service Ratios (2013-2028)
- Revenue per Employee (2013-2028)
- Revenue per Enterprise (2013-2028)
- Employees per Establishment (2013-2028)
- Employees per Enterprise (2013-2028)
- Average Wage (2013-2028)
- Wages/Revenue (2013-2028)
- Establishments per Enterprise (2013-2028)
- IVA/Revenue (2013-2028)
- Imports/Demand (2013-2028)
- Exports/Revenue (2013-2028)
Detailed analysis
- Trends in the cost component for industry operators and their impact on industry costs and profitability
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2013-2028)
- IVA (2013-2028)
- Establishments (2013-2028)
- Enterprises (2013-2028)
- Employment (2013-2028)
- Exports (2013-2028)
- Imports (2013-2028)
- Wages (2013-2028)
Top Questions Answered
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the market size of the Online Shopping industry in New Zealand in 2024?
The market size of the Online Shopping industry in New Zealand is $6.6bn in 2024.
How many businesses are there in the Online Shopping in New Zealand industry in 2023?
There are 14,173 businesses in the Online Shopping industry in New Zealand, which has grown at a CAGR of 10.3 % between 2018 and 2023.
Has the Online Shopping industry in New Zealand grown or declined over the past 5 years?
The market size of the Online Shopping industry in New Zealand has been growing at a CAGR of 4.0 % between 2018 and 2023.
What is the forecast growth of the Online Shopping industry in New Zealand over the next 5 years?
Over the next five years, the Online Shopping industry in New Zealand is expected to grow.
What are the biggest companies in the Online Shopping market in New Zealand?
The biggest companies operating in the Online Shopping market in New Zealand are Woolworths New Zealand, Warehouse and Kogan.com
What does the Online Shopping in New Zealand include?
Clothing, footwear and personal accessories and Electronic goods and software are part of the Online Shopping industry.
Which companies have the highest market share in the Online Shopping in New Zealand?
The company holding the most market share in New Zealand is Woolworths New Zealand.
How competitive is the Online Shopping industry in New Zealand?
The level of competition is high and increasing in the Online Shopping industry in New Zealand.
Related Industries
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Competitors
Complementors
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Methodology
How are IBISWorld reports created?
IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do IBISWorld analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in New Zealand include:
- Statistics New Zealand
- New Zealand Company Register
- Ministry of Business, Innovation & Employment
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does IBISWorld forecast its data?
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
Learn more about our methodology and data sourcing on the Help Center.
