E-Commerce and Export Performance

Improvement in these areas, especially internet penetration, would lead to stronger growth in eCommerce. This is mainly attributed to income reduction that made consumers more price sensitive, the creation of many new local high-quality e-shops in all categories of products and services, and the continuation of capital controls.

Greeks have become highly price-driven, realizing that online retailing could offer them the advantage of comparing a wide range of products in a short time, as well as the attraction of online offers and discounts. Bargain hunting will continue to be the most important factor driving internet retailing in Greece.

First, new buyers were added, with 2 out of 10 starting their online shopping in , which is related to the relative upward trend that began with capital controls and the large range of Greek online stores with high quality integrated services. There are no changes in the ranking of the top 10 online shopping categories percentages show the percentages of participants who made at least one online purchase from this category in the period compared to and are: The three categories where most money was spent are: The categories where most orders were made are: The categories with the largest online shopping rise are: Online shopping behavior is mainly driven by online market research, price comparison, and by the significant increase of online banking mainly due to capital controls.

This justifies the significant amounts spent by brands on digital promotion to attract them to their physical network. This show-rooming is particularly worrying and justifies the emergence in of large-scale initiatives to upgrade the consumer experience in stores through digital technologies and mobile applications.

In my previous post on the Selected Characteristics of Australian Businesses I took a look at the share of Australian firms selling into overseas markets, noting both that this was quite low, and also that it had been relatively stable in recent years. One of the benefits of the internet in general, and of e-commerce in particular, is supposed to be a reduction in trading costs, both national and international.

Moreover, we do have some evidence in support of that proposition.

For example, eBay data show that Australian businesses on the eBay platform are much more likely to be involved in exporting than those not using the platform the same holds true for businesses across a range of economies:. Does it reflect a lack of engagement with e-commerce by Australian businesses, or is some other factor at work?

Interestingly, the same ABS Selected Characteristics of Australian Businesses also provides us with a snapshot of the extent to which Australian firms were engaging with the digital economy in According to the ABS figures, for example, while 95 per cent of Australian businesses had access to the internet that year, only about 50 per cent had a web presence and a lower share again about 38 per cent a social media presence.

The same data show that in , although 57 per cent of firms had used the internet to place an order, just 37 per cent had received orders the same way:. By sector, firms involved in arts and recreation were the most likely to have a web presence about 76 per cent , closely followed by information, media and telecommunications businesses. In contrast, businesses in agriculture, forestry and fishing were those least likely to have a web presence less than 12 per cent:.

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