2025 Commerce Report

Thank you to our friends at IAB Australia and Pureprofile for diving into the latest Kiwi and Aussie online shopping trends in the 2025 Commerce Report. For the first time, we are able to track year-on-year comparisons - giving us a sharper view of how New Zealanders are evolving as online shoppers. From shifting spending habits to what motivates purchase, the 2025 report offers essential insights for marketers and retailers looking to stay one step ahead.

In this year's Commerce Report we take a fresh look at Kiwi's online shopping habits and what’s changing in 2025. The 80 page report is extensive, and IAB New Zealand Members can download it at the link below. Here are our top 10 outtakes:

1. Clothing, Shoes & Fashion Top the List of Products Bought Online 👠
The fashionistas are busying online, with clothing, shoes and fashion coming in at 59%, closely followed by Meals & Takeaways (47%) and Groceries (43%)

2. Marketplaces of multiple sellers are dominating the online landscape
Temu tops the list of online retailers in NZ at 45%, closely followed by Chemist Warehouse (42%) and The Warehouse (32%) and Kmart (32%). Australia in comparison is currently dominated by Amazon.

3. Kiwis online shoppers are more focussed on free shipping and easy returns 
New Zealanders want their online shopping to be easy to get, and easy to send back, and we are more focussed on this than our Aussie counterparts.

4. Quality is important - almost 70% of Kiwi online shoppers are willing to pay a bit more for it 
7 in 10, or 68% of Kiwi shoppers are willing to pay a bit extra for a product that is higher quality, compared to 60% of Australians.

5. Caution continues due to the cost of living 
82% of Kiwis say they are more cautious about spending due to economic uncertainty and 74% say they don't have as much to spend on 'less essential' retail shopping.

6. Kiwis are purchasing more second hand goods 
46% of Kiwis agree they have increased buying second hand goods, and while sustainability is a factor at 40% the main driver is saving money at 90%.

7. Search is still the main source of discovery 🔎
Search remains key to discovering brands online and is more used by New Zealanders at 61%, than Australians at 56%.

8. Social media and influencers are key to millennial and gen Z shoppers
59% of 18-29 year olds agree that social media is an important part of how they find products they go on to buy and 66% of them agree, that if there is a brand they love they are likely to tell everyone about it. Demonstrating the importance of social media and inspiring consumer advocacy for brands.

9. Loyalty Programs Drive Repeat Business
Retailer loyalty programs are a major drawcard for consumers, especially those impacted by economic pressures. Free loyalty programs offer significant perceived value and can be a deciding factor in where people choose to shop. Additionally, cashback accounts are particularly appealing to younger shoppers, who are looking for smart ways to make their money go further. These programs play a key role in fostering repeat purchases and long-term customer relationships.

10. Retailer Data Value Exchange
Benefits tied to personal financial compensation are valued the most by Kiwi shoppers.

If you’re an IAB New Zealand Member, you can download this resource here

For further information or to become an IAB New Zealand Member, please get in touch.