Australian shoppers value seamless online & in-store experiences

Bazaarvoice has released its latest Shopper Experience Index report, shedding light on the evolving shopping behaviours of Australian consumers.

The survey included responses from over 8,000 global shoppers, with 1,029 participants from Australia, and it highlighted several key trends across shopping channels. A significant finding was that 89% of Australian shoppers value a seamless experience across both online and physical channels, a figure slightly higher than the global average of 88%. Furthermore, 83% of respondents expressed a preference for a combination of in-store and online shopping.

The trend of 'webrooming,' where consumers research products online before purchasing them in physical stores, is on the rise among Australians. About 78% of respondents engaged in this behaviour compared to a global average of 75%. Conversely, 57% of Australians participate in 'showrooming,' which involves examining products in physical stores before making an online purchase, slightly lower than the global average of 59%.

Social commerce is also experiencing growth in Australia. The report indicates that 38% of Australian consumers use social media for product discovery and research, with 28% making purchases directly through these platforms. This marks an increase from 2021, when over half of the respondents reported never shopping on social media. Instagram, YouTube, and TikTok are popular for product discovery among Gen Z, while Australian Gen Z are notably less likely to initiate their shopping journey on social media compared to the global average, with only 6% doing so versus 18% globally.

The influence of user-generated content (UGC) is increasing, with 65% of Australian shoppers relying on it—such as ratings, reviews, and photos—when making purchase decisions. Baby Boomers show a stronger preference for traditional UGC like ratings and reviews, whereas Gen Z favours visual content from social media influencers.

More Australian consumers are also stepping into the role of content creators. Over half, 54%, are now willing to share their opinion when asked to rate a product, up from 36% last year. This increase in consumer engagement mirrors a global trend where fewer individuals identify as "passive consumers."

Personalised offers play a significant role in influencing purchases. They drive 42% of Australians to complete purchases online, slightly below the global average of 45%. Tailored offers exert an even stronger influence on Gen Z, with 61% finding them impactful, matching the global average. The product categories most affected by these personalised offers include electronics, apparel, and health and beauty.

Commenting on these findings, Zarina Lam Stanford, Chief Marketing Officer at Bazaarvoice, stated, "This year's study reinforces that to succeed today, brands and retailers must meet their customers wherever they shop—especially on social platforms, where consumer engagement and comfort with purchasing are on the rise. The demand for user-generated content is higher than ever, and it's a powerful tool for creating genuine connections that influence purchase decisions. As consumers shift from passive observers to active content creators, brands have a unique opportunity to harness authentic voices and build trust across all touchpoints."