New Zealand eCommerce Trends Q1 2025 | 3 Fast-Growing Online Categories

2025-05-30

New Zealand’s eCommerce sector showed encouraging signs of recovery in Q1 2025, with online spending up 7% year-over-year, according to the latest report from NZ Post. This growth wasn’t just about higher transaction value — it was also driven by more frequent purchases and increased consumer engagement with digital shopping channels.

These trends signal a clear shift: more New Zealanders are not just shopping online — they’re doing it with greater confidence, consistency, and intent. For small and medium-sized online businesses, this isn’t just a rebound. It’s a strategic opportunity to better align with changing shopping habits and emerging product categories.

Books, Entertainment & Stationery (+18%)

The fastest-growing category in Q1 2025 was also the smallest: books, entertainment, and stationery saw an 18% year-on-year increase in online sales. The segment includes puzzles, hobby kits, video games, physical books, and writing supplies — items often associated with personal downtime, gifting, or creative use.

Interestingly, this growth came not only from more frequent orders, but also from increased spend per purchase. The data suggests that shoppers are more willing to spend on “small joys” that enhance personal routines, offer a mental break, or carry emotional value. This makes the category highly attractive for businesses looking to expand into low-cost, low-commitment, yet high-repeat items — especially those that carry a sense of relaxation, self-reward, or everyday delight.

Clothing & Footwear (+12%)

Clothing and footwear also saw strong growth, with transactions up 17%, even though the average basket size slightly decreased. This signals a behavioral shift toward value-focused purchasing: customers are making more frequent, smaller purchases — possibly to meet seasonal needs or replace everyday staples.

It also reflects increased consumer confidence in online apparel shopping, with many buyers bypassing brick-and-mortar stores in favor of convenience and better pricing. For online sellers, this underscores the importance of clearly communicating size, fit, and return policies, while offering curated styling content (such as “everyday wardrobe” or “work-from-home essentials”) to help guide purchase decisions.

Health & Beauty (+9%)

Health and beauty saw a 9% increase in total online sales — with transaction volume up 21%, the highest among all categories. The segment includes essential items like wellness supplements and over-the-counter medicines, as well as skincare and cosmetic products.

Unlike trend-driven spikes, this growth reflects a steady shift toward planned, habitual purchasing. Consumers are not just reacting to health needs — they’re proactively investing in wellness, skincare, and stable routines. For businesses, this opens opportunities to offer bundled products, subscription options, or starter kits focused on long-term self-care rather than instant results.

Building trust is essential in this space. Shoppers are drawn to transparent labeling, stable fulfillment, and accessible price points. Brands that can speak to “taking care of yourself” — rather than making exaggerated claims — are more likely to see sustained loyalty.

Small Business Insights from NZ’s Q1 2025 eCommerce Trends

These three categories paint a broader picture of New Zealand’s evolving eCommerce landscape: consumers are shopping more frequently, but more intentionally. Instead of chasing novelty or impulse buys, they’re choosing items that serve everyday value — practical, personal, and often low-friction.

For online sellers, especially small businesses, this means:

   •   Expanding into categories that align with lifestyle habits, not just seasonal trends;

   •   Prioritising clarity and trust in product presentation and delivery;

   •   Designing content that educates, inspires, and fits naturally into customers’ routines.

Online shopping in New Zealand is no longer just a convenience. It’s a habit — and one that rewards brands who understand what consumers value now.