Appliances record 6.9% sales increase.

Overseas sales now make up just over 40% of all online purchases in Australia, up from 25% five years ago, according to recent data from Australia Post. In 2016, Point Cook in Victoria topped the list of online buying locations, although Baulkham Hills in NSW was the fastest growing postcode in 2016 with online sales up 21%.

Australia Post general manager of ecommerce, Ben Franzi said generally lower prices, a wider range and convenience were the reasons so many Australians shopped overseas.

“Back in 2012, when the dollar was at parity, we saw about 25% of the online shopping market was overseas. That is up to 40% now. The rate overall online market is also growing around the world, by around 20% per year,” Franzi said.

NSW saw the fastest growth in the country, with online sales in 2016 up 21.1% on the previous year. In Victoria, online sales were up 18.1%.

The major department and variety store chains experienced growth of 7%, but it was the only category to experience greater sales growth than the previous year. Homewares and appliances reported a 6.9% rise in sales in 2016.

“Market leaders such as Catch of the Day and Kogan had great years, but if you look at David Jones and Myer, they have made great investments in their online offer, and they are starting to see growth in sales occur,” Franzi said.