Insights into the growth of New Zealand eCommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled


New Zealand is home to 4.69 million people with a total GDP of 184.97 billion USD and GDP per capita of 38,823 USD.

Digital User Insights

There are currently 2 million eCommerce users in New Zealand and retail eCommerce sales reached $3.42 billion USD in 2016.

Internet usage

Dividing internet usage into age groups gives a better picture of the New Zealand eCommerce market – 97% of 16-24 year olds, 97% of 25-34 year-olds and 93% of 35-44 year-olds log on daily. The older generations also log on regularly with 45-54 year-olds and over 55s showing an 89% and 81% daily penetration rate, respectively.

NZ  Usage

Cross-border eCommerce

Shoppers purchasing 6+ items in a year has increased by 40% since 2010, and 38% of those transactions were cross border retailer sales, estimated to be worth $1.12 billion USD. 

29.9% of shoppers buy clothing and other fashion accessories, 18.7% buy books, CDs and DVDs, and 21.7% buy toys and gifts via overseas retailers.  

NZ  Revenue


In 2016, New Zealand was ranked 37th in the World Bank Logistics ranking.

Preferred Online Payments

75% of New Zealand shoppers like to pay via credit card when shopping online.

NZ  Payments

Where does New Zealand buy from?

Australia supplies New Zealand with 6.38 billion USD in imports – ranging from cars to computers. New Zealand’s other key import partners are China ($4.76 billion), the United States ($3.57 billion), Japan ($2.19 billion) and Singapore ($1.46 billion).

NZ  Imports

Internet and Device Usage

Internet penetration in New Zealand is currently 89% and smartphone penetration is 70%, according to Pew Research.

79% of online shoppers in New Zealand buy via desktop, a stark contrast to the amount of smartphone (8%) and tablet (8%) shoppers.

NZ  Devices


In 2015, 566 million USD of New Zealand’s ad spend was spent on digital advertising, up 3.4% from the previous year.

NZ  Ad Spend 1

Social Media

2.9 million New Zealanders are monthly active social network users, thanks to YouTube, Facebook, Instagram and Twitter, which are the leading social networks.

NZ  Social

For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets.