Aussies shopping online overseas is a hot topic in the media, however the reality is the majority of online retail sales are to domestic players. Over the last 12 months there has been a clear trend to growth in consumers searching for domestic retailers rather than international brands, The deflation of the dollar has no doubt helped but a number of local brands have invested heavily in their digital consumer experience, which is starting to pay off.
While international retail giants such as ASOS and Amazon still reign supreme (in the respective categories of Apparel and Accessories and Department Stores), the past 12 months has seen a resurgence of local brands. Despite Amazon’s dominance in the Department store category, a number of prominent local brands have also emerged as leaders. Target and Kmart have increased overall Search Share by a relative 21 per cent and 19 per cent respectively while Amazon’s search share decreased by a relative nine per cent over the same period year over year (week ending 26 April 2014 vs week ending 25 April 2015).