Digital Marketing Researches & Reports

2018 Omnichannel Buying Report | BigCommerce

E-Commerce & Retail | Australia

A recent study showed that 87% of all consumer spending in the US still occurs offline, but digital plays an important role in consumers’ offline purchase decisions. 39% of digital consumers visited a brand’s website, while 36% read customer reviews, and 33% attempted to price match the product online, with 32% finding the brand on Amazon.

As the traditional customer purchase journey continues to evolve, so too should the way retailers think about their sales opportunities. But where should retailers invest to take the most of their consumers’ evolving buying preferences?

BigCommerce conducted a survey of nearly 3,000 digital consumers in Australia, the United Kingdom, and the United States to find out the answer to this question.

Key Insights Into the Omnichannel Buying in Australia, USA & UK in 2018:

  • 78% of respondents have made a purchase on Amazon, 65% in a physical store, 45% on a branded online store, 34% on eBay, and 11% Facebook.
  • $720 is the highest amount people are willing to spend online on average.
  • 53% of respondents expect to return 1 out of every 4 online purchases.
  • Half of the items purchased on Amazon come from third-party sellers.
  • 7 out of 10 consumers would opt out of sharing their data with retailers if given the option.
  • Free shipping and product discounts are the key incentive for Gen Z, Millennials, and Gen X to share data with a retailer.
Top Incentives for Each Generation To Share Data With A Retailer

A Figure Shows the Top Incentives for Each Generation To Share Data With A Retailer

What’s in the “2018 Omnichannel Buying Report”:

  • How We Buy in 2018
    • Amazon and online stores are complementary channels
    • Conveying value alters price hurdles
    • Amazon Prime nails it: why people pay annual fees
    • Capitalizing on the in-store advantage
    • Gen Z shops differently, but not by much
    • The online payment methods that matter
  • Omnichannel Around the World
    • The State of UK Retail
    • The State of Retail in Australia
    • Adapting to new buyer behavior
  • Survey Methodology

Number of Pages:

  • 16 Pages


  • Free


Data is based on a survey of 2,959 individuals aged 18+ years living in Australia, the United Kingdom or the United States. This survey was conducted online between August 2 – August 5, 2018.


Founded in 2009, BigCommerce is an Australian company develops the e-commerce software and platform for fast-growing businesses. It's considered the world’s leading cloud e-commerce platform for established and rapidly-growing businesses. BigCommerce enables businesses to grow online sales with 80% less cost, time and complexity than on-premise software.BigCommerce serves B2B and B2C e-commerce for over 60,000 SMBs, 2,000+ mid-market businesses, more than 25 Fortune 1000 companies, and also industry-leading brands including Assurant, Ben & Jerry’s, Gibson, Paul Mitchell, Martha Stewart, and Toyota.

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