Online to account for 7% of Aussie retail sales

Within the consumer e-commerce market, developing new channels which include mobile commerce (shopping via a mobile device) and social commerce (shopping via a social media site) are growing fast, albeit still relatively small compared to the main fixed line internet channel. Social commerce is now estimated at over $300 million in Australia.

Today's consumers demand and expect omni-channel shopping experiences from retailers, which involves using multiple channels such as online, physical stores, in-store kiosks, social media, product comparison sites, product review sites, general web searches and e-mails.

Harpur said, "As the concept of omni-channel retailing grows, online retailing will be regarded as an integral part of the overall shopping experience. By collecting and analysing online data, online retailers can make the online shopping experience personal, strengthening relationships with the customer by delivering customer preferences in real time, which can increase repeat sales. This approach is best manifested by online retailer Amazon."

Harpur finished by saying, "As traditional retailers have the ability to implement true omni-channel strategies, this allows them major competitive advantage over players with an online strategy only. For example, they can make the process of shopping online and picking-up in store work effectively by integrating in-store stock and sales systems to their digital platform or by providing in-store kiosks where consumers can order or purchase online in-store and have purchases delivered to their home at a later date."

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