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Small retailers own 37% of online spend

December 25, 2016

Small online retailers represent 37% of total online retail sales over the past 12 months, according to a report by Quantium.

Though growth rates vary month-to-month, small online retail spending is trending much higher than past periods, tracking an estimated 22.2% higher than a year ago.

These retailers are primarily based in Personal & Recreational, Homewares & Appliances, and Fashion, with these three categories accounting for a whopping 85% of online sales for small retailers.

Accordingly, most growth over the past year was attributed to these categories, in particular Homewares & Appliances which represent 29.2% of spend but 37.9% of growth.

Categories (%) Share of SME spending Contribution to annual
SME spending growth
Personal & Recreational 30.3 22.7
Homewares & Appliances 29.2 37.9
Fashion 25.2 25.0
Groceries 4.1 3.8
Toys 3.8 1.2
Media 3.6 -0.1
Department stores 2.8 7.3
Food 0.9 2.3
Daily Deals 0.0 -0.1


The continued trend of gradual growth of small online retailers is a promising sign for small Australian brands emerging in the online space.

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