Online shoppers want VFM and free shipping, says Australia Post

Paul Fanthorpe, Australia Post’s general manager of customer research and insights, told delegates at a Sydney e-commerce expo yesterday (23 July) that value for money (VFM) was the number one driver for Australia’s online shoppers, followed by ease of use and convenience. Fanthorpe was drawing on the results of a recent survey of 10,000 Australians conducted by Australia Post.

Interestingly, but perhaps not surprisingly, VFM was also identified as “the main driver for shopping online” by 84% of United Kingdom consumers, according to a recent Delivery Matters market analysis from the Royal Mail.

The Australia Post survey found that, in addition to cheaper prices, consumers are attracted by offers of free shipping.

Apparel is the fastest growing online shopping category in Australia, said Fanthorpe, and the survey identified Target, Myer, Big W and Asos as the top four online shopping websites.

Fanthorpe added that small online businesses should consider offering free shipping and a choice of delivery – because “express delivery isn’t always necessary” – as well as free returns.

“Free delivery and free returns instantly say confidence about the product, and confidence about the brand,” Fanthorpe advised.