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FIVE LESSONS FOR

SELLING CROSS-

BORDER TO AUSTRALIA

Text: Sam Gaunt // Photos: Practicology, iStock

Research from e-commerce consultancy Practicology reveals what international brands need
to off er to appeal to increasingly well-served Australian online consumers.

ustralia represents an attractive retail market urban areas to off er
for cross-border e-commerce, with online sales next-day, and even
Aforecasted to increase 44% by 2023. However, same-day, delivery
the market has become increasingly competitive as to customers in the
home-grown retailers have improved their web presence country’s main cities.
country’s main cities.
in response to the infl ux of international brands selling
cross-border to Australia. 60% of the Australian
60% of the Australian
retailers in our research
retailers in our research
Legislative changes in July 2018 mean that the goods and off er same-day delivery, but
off er same-day delivery, but
none of the UK retailers do.
services tax (GST) now applies to the importation of goods none of the UK retailers do.
valued at AUD$1000 and below. Overseas retailers that would
have previously avoided GST must now include this 10% levy in UK retailers also lag behind
UK retailers also lag behind
their Australian competitors
prices, further levelling the previously skewed playing fi eld for their Australian competitors
in providing convenient
local retailers. in providing convenient
collection services. 80% of
collection services. 80% of
Australian retailers reviewed
Our report, Selling Fashion Online in Australia 2019, ranks and Australian retailers reviewed
benchmarks 15 Australian and 10 UK fashion retailers to determine off ered a click-and-collect
off ered a click-and-collect
who is serving their customers best online – assessing their online service, while no UK retailer off ered the same. Cross-border
experience, delivery proposition, customer service and SEO. retailers should consider a local parcel collection partner if they
want to off er competitive fulfi lment options.
Here we highlight fi ve takeaways for international retailers and
brands hoping to compete in the Australian market. Australian online-only retailer Showpo provides an unrivalled
proposition. It off ers free next-day delivery for orders over
Convenient delivery and collection options AUD$50, as well as a 4-hour same day delivery service for
Th e geography of Australia presents a signifi cant challenge for customers in Sydney. Showpo sets the standard for retailers
off ering accurate delivery timeframes, and a countrywide next- without Australian stores, as it provides a click-and-collect service
day delivery service. However, Australian fashion retailers have through its partner ParcelPoint, with 1,400 collection locations
seized the opportunity from the 86% of the population living in countrywide.

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