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Three in four Australians to shop online this Christmas

Approximately 72 percent of Australians will conduct some Christmas shopping online this year, according to an Appliances Online shopping behaviour survey.

The study, How We Shop, says 20 percent of Australians would do most, if not all, of their shopping at online retail outlets with a further 52 percent indicating some online shopping and only 16 percent saying none would take place.

CEO of Appliances Online and Big Brown Box John Winning said: “Over the past 12 months, the online retail marketplace has become increasingly competitive, meaning consumers will benefit from fantastic deals available online this Christmas.”

The most popular online shopping categories were music or books, at 46 percent, followed by fashion, small gifts, appliances and televisions or stereos.

“Despite the popularity of online shopping, our research suggests 17 percent of Australians remain a bit nervous, or are not confident about shopping online. Therefore the Christmas season represents an opportunity for online retailers to impress consumers.”

The survey of 1,019 consumers found four in five Australians have confidence in online retail outlets, with only five percent saying they weren’t at all confident shopping online.

Winning said despite the positive outlook, businesses should not become complacent. “Retaining customer loyalty online will be the biggest trend in the next 12 months, and it’s important for consumers to have the best online experience possible, starting this Christmas.”

He advises consumers to do a quick five-step check before shopping online: reading testimonials, checking delivery times and costs, making sure the site is secure, and calling retailers if they have any doubts.

Winning said even though Appliances Online is an online retailer, its model is based on old-fashioned customer service. “Being online doesn’t mean you don’t have to deal with our customers, in fact we want to create loyal relationships that last into the next generation.”

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Maree Sorbello

Maree Sorbello

Maree is a first year student at Sydney's University of Technology, and is one of Dynamic Business' star interns.

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