Australians are getting their Christmas shopping done online during work hours, with the speed and ease of transactions making it more efficient than ever before.
Data from Australia’s biggest online electronics retailer, Kogan.com, shows that the peak sales window over past two months has been between 12pm and 2pm.
More than half the company’s sales are made during office hours, between 9am and 5pm.
Kogan founder Ruslan Kogan says that while it may come as a surprise to many bosses, the nature of online shopping means its neither time consuming nor disruptive enough for consumers to think twice about shopping at any time of the day.
“Shopping online is so easy these days. If you know what you want, it only takes a few clicks and a credit card to get yourself a new TV, dress, computer game or book - whatever you want,” Kogan says.
“I don’t think it’s because Aussie workers are sitting at their desks shopping all day instead of doing their jobs, I think it’s more a reflection on how easy online shopping has become.”
During the period from September 15 to November 14, the company’s sales volume picked up steadily from about 8am before hitting a peak around midday. Sales then reduced steadily until about 7pm before another surge between 8pm and 10pm.
“What has been really interesting is the increase in sales being made during lunch hours,” Kogan says.
“Compared to two months ago, there are thousands more people, each day, hitting [our website] between midday and 2pm.”
And with Google showing a whopping 20% increase in shopping related searches this year and 40% of those coming from smartphones and tablets, it’s not just a discount electronics specific trend.
It’s an interesting insight into the current habits of Australia’s online shoppers that your business needs to learn from and act on.
Office hours and late evening are obviously a terrific time to target online shoppers for limited specials and product plugs, as well as ensure that your support systems are in place to smooth every online transaction.
And if your business still doesn’t have an online presence, get one now.
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