Shopper profiles 2020

Where is spending coming from?

  • The top three regions by sales volume were Auckland ($227m),Wellington ($66m) and Canterbury ($63m).
  • The largest sales growth (compared to November 2019) was in Hawke's Bay (38%), Marlborough (35%) and Nelson (34%)

Who’s spending?

  • The leading age groups by sales volume were 40-45 year olds ($73m) and the 35-40 and 45-50 year olds (with $65m each).
  • The largest sales growth, compared to last year, was in the older 75-80 age group (51%) and in the younger 15-20 age group (36%).

What are they buying?

  • The top sectors by sales volume were Department & Variety  ($120m), Specialty Food, Groceries & Liquor ($108m) and Homewares, Appliances & Electronics ($77m).
  • The largest sales growth (compared to November 2019) was in Homewares, Appliances & Electronics (61%) and Clothing & Footwear (45%).
  • Marketplace sales volumes were up 34% compared to November 2019.
Content topic
Content type
Latest eCommerce Insights
woman talking on her mobile in front of computer

Is strong growth signalling better times?

Kiwis spent $1.5 billion online in the first quarter of 2025 (Q1 2025), 7% more than the year before. With a number of positive trends, there is plenty for retailers to be optimistic about, though some uncertain still prevails.
Woman holding a pen and writing on a pad

What made Q4 2024 a standout season for online shopping?

Online shoppers spent $1.73 billion in Q4 2024, up 9% on Q4 2023. The quarter’s spending peak was not only higher than last year, but held up longer, adding to a strong quarterly performance.