Forrester

Why Read This Report

Many of Australia's largest traditional retailers have done little more than experiment with eCommerce. As a result, the industry has grown used to saying that Australia lags other developed nations when it comes to online retail. This is true, but "Online Retailing in Australia 2010," a Forrester study incorporating data collected in partnership with the Online Retailer Expo & Conference 2010, showed the other half of the story: While Australia's online retailers are generally small, they are growing very quickly, often selling internationally, and performing quite well against key metrics such as conversion rates. Nonetheless, they face many challenges, including haphazard fulfillment, skills shortages, and the scramble to keep up. As new merchants enter this space, the local online retail incumbents will have to focus on the basics of retail success while methodically building a superb multichannel experience.