Travel begins as Aussies cast the net for a bargain deal.
From Semrush Vice President for Marketing Olga Andrienko.
In 2020, Australia was at various stages of lockdown, with many across the country clicking “Add to Cart” for their daily shopping needs more than we ever thought possible. Twelve months later, it's a very different story as the majority of the nation can enjoy the window shopping experience again.
To understand how Aussie's retail operations have changed, Semrush analyzed data from more than 290 online retailers across categories such as home, electronics, groceries and lifestyle over a period of 13 months.
The top 20 retailers averaged more than 452 million website visits each month during this period. While that number is sizeable, it is actually seven million fewer visits than last year, which could be due to the fact that many Australian businesses are open not only online but also in brick and mortar stores.
One of the most interesting trends of the past 12 months is the growing popularity of premium and luxury brands. With people back to work, Aussie & # 39; s seemed to show off by stocking wardrobes with sizes like Dolce and Gabbana, Dior, Armani and Burberry, as all three designers saw significant traffic growth over time.
This segment of the retail market saw the highest average growth in website traffic, with premium shoe retailer Jimmy Choo soaring 229% and swimwear and lifestyle brand Seafolly growing 110% year over year.
In terms of top retailers, Aussies preferred big trusted brands like big department stores. This is reflected in the top 20 most visited websites, with retailers like Bunnings, BIG W, and Kmart topping the list.
The first two places, however, went to the online powerhouses eBay and Amazon; this could be because the retailers were longtime operators in the online delivery space as they wiped out competition in terms of website traffic. eBay dominated with an average of over 96 million visits per month, more than twice as many visits as Amazon.
In terms of the brand's search volume, it was travel websites that saw a huge positive upward trend across the country. Webjet, Rex Airlines, and low-cost flights rose more than 230% year-over-year as Aussies tried to quench their wanderlust with eased domestic restrictions and opportunities for travel bubbles available.
Last year the weekly grocery store took on a whole new meaning with monstrous queues in stores forcing many Aussies online. Woolworths was the most popular grocery retailer, averaging more than 24 million visits a month, while Coles pales in comparison to just 15 million on average over the past 12 months.
Interestingly, the biggest culprits for online grocery shoppers were younger women between the ages of 25 and 34. This may be because the age group is more familiar with online shopping as the younger population group is also some of the biggest consumers of fashion ecommerce sites.
Unsurprisingly, tech played a prominent role among the top retailers, but in terms of the nations' preferred providers, Telstra and Microsoft over Apple and Vodafone, with the former duo seeing significantly more website traffic compared to the latter.
In my opinion, the unprecedented events of 2020 changed the Australian retail market for the better. It has forced many companies to rethink their online approach, which not only allows many retailers to expand their customer base, but also enables them to ensure long trading periods while trade bans are still an immediate reality.
Semrush analyzed retailers that included single brand retail websites as well as department stores and aggregated ecommerce websites. The data provider also analyzed regional search data to see which retailers were the most popular in each state / area across Australia.
Semrush uses data drawn from its unique panel of over 200 million panellists worldwide and regions to determine search volume and website traffic estimates. Semrush is one of the most accurate tools out there for aggregating this data.
Top online retailer in Australia
- JB Hi-Fi
- Capital w
Note: Retailer ranking is based on average monthly website traffic for the past 12 months.
About Olga Adrienko
Olga Andrienko has expanded the visibility of the Semrush brand worldwide and has entered the markets of over 50 countries. In 2018, Olga was named one of TopRank's 25 Most Influential Women in Digital Marketing.
Semrush is an online visibility analysis platform that enables companies to achieve measurable results in online marketing. Used by more than six million marketers worldwide, Semrush provides solutions for SEO, PPC, content, social media and competitive research.