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Sydney – 17 July, 2012: The Online Retailer Conference & E-Commerce Expo kicked off today in Sydney with Forrester Research revealing its findings into the Australian online retail market. 

The number one event for mobile, social and Internet retailing, Online Retailer Conference & E-Commerce Expo brings together more than 100 expert local and international speakers, innovative content, strategic networking opportunities and over 120 top-tier solution providers from 16-19 July 2012.

Steven Noble, Senior Analyst at Forrester Research, presented a snapshot of findings based on a joint survey by Online Retailer and Forrester Research*. The research undoubtedly confirmed that mobile commerce is booming in 2012. Significantly: 

  • In 2012, for the very first time, the majority of Australian online retail professionals reported they are selling via mobile. 55% of online retailers are now selling through a site that is accessible on mobile. This figure is up from 39 per cent in 2011 and just 16 per cent in 2010 – a growth being led by increased consumer demand.

  • Retailer interest in mobile has not just grown — it has surged to the top of the investment priority list, overtaking the core eCommerce platform. Among the Australian online retail professionals already selling via the mobile web, 49 per cent said that mobile sites were a top investment priority for the year ahead. Furthermore, 54 per cent of multichannel retailers and 29 per cent of pureplays say mobile sites are now a top technology investment priority for the year ahead. 

  • Despite the growth of mobile and apps, Australian online retailer professionals are still taking quite a narrow approach to mobile. When it comes to mobile, most retailers are focused on the purchasing phase and are neglecting the role that mobile commerce could play within the wider customer life cycle, including marketing or customer service.  In fact, just 5% are currently using mobile channel usage data to better understand their customers.

Steven Noble, Senior Analyst, Forrester Research said, "Over three years, we've surveyed Australian online retail professionals in partnership with Online Retailer Conference & Expo and Power Retail. 

“Previously, we'd found retailers that were struggling to find enough time to address even basic issues like the need for good product photography. This time around we found significant investment programs such as mobile commerce usage and uptake,” said Mr Noble. 

Andrew Jones, Online Retailer Event Manager, said it is expected that this year’s conference will experience record attendance.

“This is the premiere event for the retail industry to gather and learn from our peers excelling in the field. This new research proves that Australian retailers continue to embrace online and mobile as the future platforms for success,” Mr Jones said.  

Also speaking at the conference today was Carol Steinberg, EVP of Internet, Marketing and Human Resources, ShopNBC; Tim Kilroy, Partner Development Director, Wayfair and Amy Africa, Internet Sales Guru, Eight by Eight.

The Online Retailer Conference & E-Commerce Expo continues tomorrow with speakers including Rob Moss, Global Marketing Director, my-wardrobe.com and Sucharita Mulpuru, VP and Principal Analyst, Forrester Research.

For more information about Online Retailer Conference & E-Commerce Expo, visit www.onlineretailer.com

For more information on how Australian shoppers are behaving with their phones, please access a free Forrester Report via http://forrester.com/OnlineRetailerConference-Noble.

*Source: Forrester Online Retailer data, 2012.

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For further information or to arrange an interview, please contact:

Ashleigh Favaloro or Katie Hudson

DEC Public Relations

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