Discounting Drives Australian Online Sales

March 8, 2012: Discounting is driving online sales in Australia, which analyst Telsyte claims reached $15.9 billion last year, 64% more than in 2010.

"The main driver is demand for discount offerings," analyst Sam Yip said. Telsyte says strong online shopping growth will continue with spend forecast to exceeed $30 billion by 2016.

"Retailers have spent the past few years trying to find the best way to drive theirn online strategy and it is now evident that offering discounts is the main lever to get Australians to spend," said Mr Yip.

"In the less than 24 months, Austyralian consumers have been offered a multitude of new ways to shop online with group buying sites, daily deals sites, consignment sites, shopping comparison sites and mobile shopping appplications.

"The home pages of retailers have shifted from focusing on product range to discount specials, either through a dedicated clearance page, daily deals section, factory seconds lists or pre-owned goods."

Telsyte surveyed more than 1100 Australian consumers and covered more than 350 local online retailers across 18 categories.

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