New research from ShipStation and Retail Economics revealed that social media and AI have astronomically boosted the Australian shopping journey. Australian e-commerce sites ShipStation and Retail Economics have found that 15 billion, or nearly half of Australian non-food sales, interacted with physical touchpoints. This solidified the growing importance of omnichannel strategies that seamlessly blend online and offline experiences.
ShipStations parent company, Auctane, surveyed 8,000 consumers and over 800 online shoppers across eight markets. This data highlighted the rising influence of social media and AI in the shopping journey.
“The $15 billion figure paints a compelling picture of consumer behaviour, presenting a significant opportunity for brands to evolve their approach,” said David Boyer, VP & Head of ANZ at Auctane.
“Gone are the days of rigid classifications like ‘online’ or ‘offline’ shopping. Today’s informed consumer seamlessly navigates physical touchpoints like brick-and-mortar stores and social media discovery channels. The omnichannel journey is not merely a matter of convenience but an opportunity to forge personalised connections that build enduring brand loyalty.”
Platforms like TikTok and Instagram are highly efficient for product discovery for Gen Z and millennials. Across surveyed markets, nearly 40 percent of avid online users use social media for inspiration and product research, compared to 35 percent using retail websites. This emphasises the need for retailers to adapt their strategies and reach these audiences on their preferred platforms.
“Retailers must understand the evolution and prioritise seamless, consistent customer experiences—regardless of whether customers choose online, in-store, or a hybrid approach,” said Richard Lim, CEO of Retail Economics.
“Embracing a unified, omnichannel approach unlocks the potential for lasting customer loyalty and reinforces brand relevance in the competitive landscape.”
ShipStation is a reliable e-commerce business that solves the challenges of importing orders and processing shipments. Since 2011, It has helped businesses deliver exceptional customer experiences regardless of what they sell.
