In this blog post, the team at Admatic shares key insights into New Zealand’s e-commerce trends in 2024. From rising transaction volumes to value-driven shopping and the impact of global platforms, they explore what’s shaping the digital retail space—and where local retailers should focus next.

The e-commerce landscape in 2024 has continued to evolve at pace, shaped by shifting economic conditions, changing consumer behaviour, and advancements in digital retail strategies. Recent reports reveal a notable increase in online transactions, a marked shift towards value-driven shopping, and the growing influence of international e-commerce platforms. While some markets experienced a decline in overall retail spending, online shopping remained resilient—further solidifying its role as a core driver of retail growth.

In this blog, we break down key insights from NZ Post and other recent reports, exploring how consumer habits are shifting and what’s fuelling the next wave of e-commerce growth.

Key Shopping Trends in 2024

  • Growth in Online Transactions, But Lower Spend Per Order

Online shopping in New Zealand grew by 5%, with consumers making nearly 8 million more transactions than in 2023.However, average spend per transaction decreased by 7.5%, showing a shift towards lower-cost purchases and value-driven shopping.Consumers are still shopping online but are looking for better deals and discounts.Retailers need to focus on pricing strategies, loyalty programs, and personalised offers to maintain engagement and increase basket sizes.



Key online shopping days delivered standout growth this year:

Single’s Day: Online spend rose by a massive 69% year-on-year.

Black Friday – Cyber Monday: Up 7% compared to 2023.

Boxing Day: Saw a 21% increase in online spending on the day itself.

Interestingly, online spending dipped post-Black Friday, suggesting many consumers completed their Christmas shopping early, driven by better deals and heightened price sensitivity.

  • For 2024 - Price Is the Top Purchase Driver as per the Klaviyo State of ecommerce consumer survey.

  • Rise in International Transactions

While the majority of e-commerce growth came from domestic retailers, international spending saw significant spikes in certain categories:

Department, Variety & Miscellaneous Retail: Up 33%, largely influenced by platforms like Temu.

Speciality Food, Groceries & Liquor: Up 9%, suggesting consumers are seeking niche or unavailable products overseas.

This trend underscores the disruptive influence of global players offering wider selection and competitive pricing. Meanwhile, sectors like Clothing & Footwear saw a strong +20% domestic growth, with offshore spending in that category declining by 17%.

  • The largest growth in online spending was at Taranaki which is up by 17.6%

  • Online spending continues to be dominated by the age group with the most discretionary income (30-59)

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Source: Team ADMATIC, 23 March 2025