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Executive Summary .................................................................3
The Evolving Consumer ........................................................10
Theme #1 – The consumer is value-conscious ..........................................................10
Theme #2 – The consumer wants convenience..........................................................11
Theme #3 – The consumer embraces innovation.......................................................11
Theme #4 – The consumer evolves forward..............................................................12
How the Internet and Advancement of Technology is
Supporting and Changing Consumer Behaviour ................13
Theme #1 – Information empowering the consumer .................................................13
Theme #2 – The web is mobile..................................................................................16
Theme #3 – The web is social....................................................................................20
Theme #4 – The web is personal ...............................................................................23
Theme #5 – The web is local .....................................................................................25
Theme #6 – The web is comprehensive.....................................................................26
The Competition Threats Posed by Technology and the
Web..........................................................................................28
Competitive Threat #1 – Increased price transparency..............................................28
Competitive Threat #2 – Retailers not innovating online will likely lose market share
..................................................................................................................................31
Competitive Threat #3 – The threat of vertical integration........................................35
Competitive Threat #4 – The foreign competition threat...........................................37
The Foreign Online Retailing Experience.............................46
Online penetration in other markets has increased.....................................................46
Online retail penetration in foreign markets has been able to increase primarily as a
result of an improved shopping experience ...............................................................48
Summary....................................................................................................................53
The Current State of Online Retailing in Australia ..............54
Current size of Australian online retail market difficult to ascertain .........................54
Australian bricks-and-mortar retailers currently lag behind peers in other markets ..57
Could e-commerce penetration in Australia surpass that in the US and UK?............61
Potential Barriers to Online Retailing ...................................63
Barrier #1 – Postage and Freight................................................................................63
Barrier #2 – Domestic taxes are a threat to international participants .......................64
Implications for Australian Retailers ....................................67
Implication #1 – Embrace the online channel............................................................67
Implication #2 – Customers need more reasons to buy .............................................68
Implication #3 – Review cost base ............................................................................70
Implication #4 – The export opportunity ...................................................................72
Financial implications for domestic bricks-and-mortar retailers................................72
Appendix 1 – Hot 100 E-Commerce Websites .....................76

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