Consumers shift to buying more local


Strain on the global and Australian supply chain has prompted consumers to look to order products locally, according to global SOTI research.

More than half (60 per cent) of the 10,000 respondents said they are now less likely to order an item that requires shipping from overseas than they were a year ago.

Australian consumers are feeling the effects of supply chain issues firsthand, with 40 per cent of Australian consumers saying they have recently experienced one or more items not being available or have had to purchase alternatives when their preferred product was not available. Likewise, 70 per cent said they have had to go to different retailers to find items in stock. Worse still, 69 per cent of shoppers said items they wanted to purchase have not been available at all.

Compounding these supply issues, 74 per cent said they feel delivery times have been slower than usual, and more than half (61 per cent) said that the shipping and delivery time is the most frustrating aspect of ordering online.

Unwilling to compromise on speed and availability, consumers are now paying special attention to the purchase journey. In fact, a third (32 per cent) of Australian consumers said that if the delivery or pick up of an item takes longer than two days, they will look elsewhere. Meanwhile, with deliveries from outside Australia now taking longer to arrive, 60 per cent of Australian consumers have changed their habits, saying they are now less likely to order an item that requires shipping from overseas than they were a year ago.

Michael Dyson, VP of Sales, ANZ at SOTI says brands and retailers are being forced to pause and think again about how they approach customer relationships and go-to-market strategies in response to these issues.

“They need to have insightful data at their fingertips to cater to these consumer preferences and combat consumer impatience, while considering that we’re still very much in a state of fluctuation,” he says. “There is now a premium on the flexibility that allows brands to provide the best possible customer experience, no matter how or where customers shop.”

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