Australians still not at ease online

Familiarity breeds online sales in Australia, according to officials from local e-commerce sites.

Analysts and online retailers agree that a fear of unknown brands has held back the online shopping boom in Australia, and that trust is the key to online sales success.

"People want to know who are the stayers, who are the players and who are the fly-by-nighters," said Doug Carlson, founder of online produce supplier GreenGrocer, which has an annual turnover approaching $10 million.

Carlson said it was important consumers were made aware of other well-known customers, so his product would be associated with a familiar name.

Chiko Wong, an analyst from www.consult agrees Australians are more sceptical towards unknown online brands than other nationalities.

"It's . . . a trust issue," said Wong. "Your average American . . . would hardly think twice about having their purchases delivered by the post office or FedEx."

Braith Bamkin, managing director of online furniture retailer At Ease, said US studies indicated consumers wouldn't buy online until at least six months after first seeing the vendor's Web site.

For that reason, Bamkin does not expect At Ease to make sales in the more expensive furniture brackets for "at least six to 12 months".

Having permission to include the Telstra logo in its advertising campaign -- effective from March -- was crucial to the success of his business, Bamkin said.

"A lot of Australians have got real apprehension for purchasing products over the Internet," he said. "When you get to some of our products . . . that can be a couple of thousand dollars, people really freak out about it."

Bamkin said the company had "spent extra money" to place its Web site in Telstra's online shopping mall, Surelink (to be relaunched this week as "Telstra e-commerce"). All of At Ease's sales were made via that page, he said.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Byron Kaye

PC World
Show Comments

Brand Post

Imou: At home with security

Modern living is all about functionality and security for everybody from the very young to the very old. With Imou anybody can enjoy smart life – the solution is at their fingertips.

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Tom Pope

Dynabook Portégé X30L-G

Ultimately this laptop has achieved everything I would hope for in a laptop for work, while fitting that into a form factor and weight that is remarkable.

Tom Sellers

MSI P65

This smart laptop was enjoyable to use and great to work on – creating content was super simple.

Lolita Wang

MSI GT76

It really doesn’t get more “gaming laptop” than this.

Jack Jeffries

MSI GS75

As the Maserati or BMW of laptops, it would fit perfectly in the hands of a professional needing firepower under the hood, sophistication and class on the surface, and gaming prowess (sports mode if you will) in between.

Taylor Carr

MSI PS63

The MSI PS63 is an amazing laptop and I would definitely consider buying one in the future.

Christopher Low

Brother RJ-4230B

This small mobile printer is exactly what I need for invoicing and other jobs such as sending fellow tradesman details or step-by-step instructions that I can easily print off from my phone or the Web.

Featured Content

Product Launch Showcase

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?