February 28, 2025
Did you know convenience has become a key factor in Australian buyer behavior?
According to the Bazaarvoice Shopper Experience Index Volume 18, at least 83% of Australian consumers prefer a mix of in-store and online shopping—higher than the global average of 80%.
This growing demand for an omnichannel shopping experience has made it crucial for brands to develop marketing strategies that engage shoppers at every touchpoint—online, in-store, and social media. More so, the type of content available across these channels significantly influences purchase decisions.
So, what else shapes shopper behavior in the era of online shopping and social commerce? Let’s find out.
Omnichannel shopping: A trending buyer behavior
At least 46% say having a seamless shopping experience across different channels—online, in-store, and mobile—is very important, highlighting the growing demand for an omnichannel shopping experience.
In Australia, 78% of consumers practice webrooming—researching products online before buying in-store—while 57% engage in showrooming, exploring products in-store but purchasing online. These rates slightly surpass global averages of 75% and 59%, highlighting the growing interplay between online and offline shopping experiences.
But what’s driving this shift? Australian consumers cite two key reasons for moving from online to offline: seeing the product in person (28%) and immediate product availability (21%). Meanwhile, better prices online (28%) and easy home delivery (18%) are the reasons for offline to online. This presents a valuable opportunity for brands to optimize online and offline marketing strategies.
With that in mind, let’s examine the kinds of products purchased on both occasions.
Many Australian shoppers check for online promotions or sales before purchasing groceries in-store, whereas, for a large number of shoppers, the in-store experience influences online purchases of electronic products.
Growing social commerce trends
Australian consumer behavior has interesting contributions to the social commerce landscape. 38 % of shoppers use social media to discover and research products, and 28% purchase directly through these platforms, slightly below the global averages of 39% and 31%, respectively.
This list shows social media platforms’ importance in product discovery and research. Facebook and YouTube are shopper favorites.
Within these platforms, the type of social media content that Australian consumers find most helpful for product discovery is short-form videos (35%), slightly higher than the global average of 34%. Long-form videos and photo posts with captions rank closely at 25% and 23%, respectively.
When Australian consumers see a product advertised on social media, two major factors influence their decision whether to visit the brand’s website or in-store.
Being able to more broadly distribute and share this content that we’re so heavily invested in and are spending a lot of our budget on developing, really gave us a competitive edge, both on our own site and our retail channels.
– Meghan O’Keefe, Senior Digital Marketing Manager, Samsonite
UGC & creator content build authenticity
70% of Australian shoppers rely on user-generated content (UGC), which comprises ratings, reviews, photos, and videos, to guide their purchasing decisions. Nearly half of shoppers find user reviews on retailer websites the most influential content when researching products online. Globally, Australian buyers’ behavior shows that an average star rating is essential.
According to the report, the types of products Australian shoppers are most likely to purchase based on UGC are electronics (61%), apparel (43%), and health & beauty (28%).
Digging deeper into the crucial role of creator and influencer content in shaping purchasing decisions for Australian buyers, we find that honest reviews highlighting pros and cons (58%) and detailed product information and specifications (43%) play a significant role.
It suggests that consumers seek transparency and authenticity in product evaluations, enhancing their trust in purchasing.
Regarding sharing their opinions or reviews for a product, about 55% of Australian shoppers share their opinions only when prompted, slightly above the global average of 54%. Additionally, 33% are passive consumers who prefer to read reviews rather than contribute, compared to 28% globally.
Only 9% of Australians actively seek opportunities to share their opinions and review products, highlighting a small but engaged group that brands can tap into to encourage greater participation.
Personalization adapts to online shopping trends
For Australian consumers, loyalty rewards and/or exclusive member benefits drive more buyers than personalized recommendations. 31% say it makes them feel valued and increases brand loyalty.
One-fourth (25%) of Australian consumers believe personalized product suggestions increase the chances of an unplanned purchase on an e-commerce site.
These insights highlight the importance of loyalty rewards in driving consumer behavior among Australian shoppers and recognize the value of personalized recommendations as a supplementary strategy.
Conclusion
Australian buyers have experienced significant shifts in their shopping behavior, driven by the growth of online commerce and evolving retail trends.
To stay competitive, brands must prioritize UGC, loyalty rewards, and product discovery to meet the expectations of convenience-centric Australian consumers and stand out in this dynamic market. An automated tool like Bazaarvoice Vibe can help you optimize every stage of your content supply chain.
