Fashion is a key driver of online shopping growth in

2017. This update provides valuable insights into the

growth and an exclusive view from Beginning Boutique.

Growth fuelled by Fashion

eCommerce Market Update

20%of all online purchases in FY17

were Fashion products

Over

...and is a major influence in online shopping

Already one of the largest online categories, Fashion has continued

to show double-digit growth over the last three years.

Fashion has grown consistently year-on-year...

FY15/16

FY14/15

FY16/17

21%growth

Year-on-year growth in online Fashion purchases

Which sub-categories are driving this growth?

And who’s buying?

Women’s Fashion

31%growth

Footwear

14%growth

Accessories

12%growth

Are you experiencing this growth?

more women than men are purchasing

Fashion products

x2

18 – 24 year olds

9%growth

25 – 29 year olds

21%growth

How are they making purchases?

An improved browsing experience across all devices has helped to grow online

purchases, but there’s still a disparity across age groups when it comes to their

preferred device at the time of purchase.

40%

However, in the 30 – 49 age group

of purchases are made on laptops

50

Desktops are the device of choice for shoppers

over

year olds23%

18 – 29 year olds are the most smartphone

savvy, using mobile for

of purchases

Which devices are your customers using?

Device used for last online purchase by age group

18 – 24

25 – 29 40 – 49

30 – 39

60+

50 – 59

Selling the ‘look’ on social

Beginning Boutique has noticed significant

correlation between their social posts and

sales conversions. Selling on social allows

them to reach customers on the other side

of the world, faster and more efficiently

than ever.

For Beginning Boutique, using social media

influencers to create a 'must-have' buzz

around a product has helped to drive their

sales. The potential of this technique also

extends beyond fashion to beauty and

lifestyle products.

A look inside

We talked to Beginning Boutique, one of Australia’s fastest growing online

Fashion retailers, to find out what’s behind the extraordinary growth.

The 'buy now, pay later' effect

Alternative payment options are helping to

increase online purchases. Since introducing

'buy now, pay later' in Dec 2015, Beginning

Boutique has noticed considerable growth –

it’s now their customers' preferred payment

method.

Improvingthe experience

Thanks to better returns policies, choice and

availability of stock, Beginning Boutique

customers have a seamless experience online.

Advances like social media integration mean

that customers can now track the real-time

location of their package, contact customer

care and receive shipment notifications all via

Facebook or Shopify – providing a streamlined

shopping experience.

Which looks will be trending this summer?

Beginning Boutique is seeing demand for

kitsch, feel-good prints – especially dresses,

skirts and crops in playful gingham.

Online purchase growth from

‘buy now, pay later’

If your sales tell a different story, contact us for an in-depth

analysis of your market opportunities and find out how to make

the most of your eCommerce business.

For more insights into the state of the eCommerce industry, visit

startrack.com.au/eCommerce to download the 2017 Inside

Australian Online Shopping report.

Contact us at acquire@auspost.com.au

Is your business experiencing this growth?

This information has been prepared by Australia Post using a subset of deliveries in the 12 months to June 2017, compared to the same period the previous year, unless otherwise stated. Percentage growth and share are based on

online transactions. Demographic trends are sourced from the Australia Post consumer survey 2017. While every effort has been made to ensure the accuracy at the time of publication, Australia Post takes no responsibility for any

errors or omissions herein. Australia Post does not accept any liability for any loss or damage incurred by any use of or reliance on any information contained here.

Disclaimer