Chrissie Online Sales Pick Up
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Some 50 percent of Australian retailers expect online sales to make up 6 percent or more of their total sales this Christmas, according to a new report.

That compares with just 18pc of retailers in 2012 and 21pc in 2014, according to Deloitte’s Retailers’ Christmas Survey. The figures may be low compared to the US and UK, but Australian retailers are starting to invest in online services in response to consumer demand, the consulting group says.

“The key for retailers is to understand how customers are using digital devices, such as smartphones, tablets and laptops, to make decisions and shop,” said Deloitte Retail partner and national leader David White.

He added: “Australian consumers are highly connected when it comes to the use of digital, whether it is for researching a product, comparing prices and checking availability or purchasing with click and collect. 

“Australian retailers are potentially underestimating the appetite of consumers for digital engagement through the end-to-end shopping journey.”