2025 E-commerce Market Sentiments Report: Key Shopper Trends and Delivery Insights
2025-06-18
Introduction
In a year marked by inflation, rising costs, and changing shopping habits, New Zealand’s eCommerce sector continued to evolve. NZ Post’s latest research captures both the shopper and retailer perspectives from 2024 and outlines the key trends shaping 2025. From offshore bargains to delivery expectations, here’s what’s driving online behaviour—and how smart retailers can respond.
1. Online Spending in 2024: Value Over Volume
Total online spending reached $6.1B in 2024, up 5% from 2023.
Average online shopper made 28 purchases totaling $2,593 for the year.
Average basket size decreased to $95, as shoppers hunted discounts.
2. Offshore Bargain Hunting on the Rise
54% of Kiwi shoppers bought from China, with Temu becoming the top offshore retailer.
38% of international shoppers used Temu most frequently, up from 21% the year prior.
84% of international purchases were under $100, focused on clothing, beauty, homewares.
3. What Kiwi Shoppers Want Most
Top purchase motivators: Discounts (46%), NZ-based sellers (29%), order tracking (26%).
Delivery transparency and convenience matter more than ever.
81% say free delivery is a key reason to choose a retailer.
4. The Delivery Strategy Imperative
High delivery costs remain the #1 cause of cart abandonment (68%).
Transparent fees, clear ETAs, and visible tracking are essential.
Shoppers will spend more to reach free delivery thresholds or for faster shipping.
5. Retailers Respond with Confidence
70% of retailers said 2024 was better than the year before, despite macroeconomic pressure.
Key growth drivers: promotions, new customer acquisition, and improved delivery/service.
76% of retailers expect better performance in 2025.
6. Strategic Takeaways for 2025
Use delivery incentives (free shipping thresholds, express upgrades) to drive conversion.
Highlight local trust factors: easy returns, NZ-based service, sustainability.
Invest in flexible delivery and payment options to match shopper expectations.
Conclusion:
The 2025 eCommerce outlook shows a cautious yet opportunity-rich market. Shoppers want deals, speed, and convenience, while valuing transparency and trust. Retailers that align delivery strategy and customer experience with these evolving expectations are best positioned to win in the year ahead.
Download the full report at nzpost.co.nz to explore detailed insights and tools for your online business.