9 April 2014 – Mobile commerce is expected to come to the forefront and will be a key focus for four in five organisations, with over two-thirds (69%) planning to increase investment in mobile-optimised transactional websites over the next three years. Additionally, around a quarter plan to invest more in mobile applications with transactional capabilities.

The State of Ecommerce in Australia and New Zealand report, published by Econsultancy in partnership with hybris software, an SAP company, is based on a survey of around 200 marketers and agencies, plus interviews with a range of digital marketing and ecommerce practitioners.

The vast majority of companies surveyed (81%) agreed that they understand the importance of omnichannel, but over a third (38%) don’t currently have a strategy to embrace this. However, around three-quarters (78%) said they are working towards delivering a unified customer experience across online and offline channels.

Asked about the most significant challenges to growing an ecommerce business, lack of budget and resources emerged as the most common problem, cited by 59% of company respondents and 54% of supply-side respondents as one of the three greatest barriers to success. The second biggest issue was that of technology limitations, with 34% of companies and 27% of agencies reporting this to be a barrier.

Graham Jackson, Senior Vice President – APJ & China at hybris software, said: “We hear so much about B2C commerce but there is a huge opportunity for businesses to use ecommerce to get closer to their customers. This is the first report of its kind which shows there is so much potential for companies to use ecommerce in Australia and New Zealand to increase competitiveness and improve the bottom line.”

Econsultancy Research Manager Monica Savut said: “Although the ecommerce markets in Australia and New Zealand are showing signs of slowing growth, the gap between domestic and international players is gradually closing. Challenges remain though and many retailers are still trying to come to grips with multichannel best practices.”

Other findings from the report include:
-) On average, client-side respondents indicate they are planning to increase their investment in ecommerce technology by 41%. On the agency side, respondents report that they expect their clients to increase spend by 23%.
-) Nearly half (46%) of companies surveyed indicate they have a separate ecommerce budget.
-) Two in five organisations said their understanding of ROI from ecommerce is ‘very good’, but only 9% of agencies said the same about their clients.

The full report is available on the Econsultancy website here:

The report is available to Econsultancy subscribers, or on a pay-per-view basis.

For more information about this report, contact:
Monica Savut, Research Manager, Econsultancy
e: monica.savut AT econsultancy.com
t: +44 (0) 207 269 1450

About Econsultancy

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About hybris software

hybris software, an SAP Company, helps businesses around the globe sell more goods, services and digital content through every touchpoint, channel and device. hybris delivers OmniCommerce™: state-of-the-art master data management for commerce and unified commerce processes that give a business a single view of its customers, products and orders, and its customers a single view of the business. hybris' omni-channel software is built on a single platform, based on open standards, that is agile to support limitless innovation, efficient to drive the best TCO, and scalable and extensible to be the last commerce platform companies will ever need.

Both principal industry analyst firms rank hybris as a “leader” and list its commerce platform among the top two or three in the market. The same software is available on-premise, on-demand and managed hosted, giving merchants of all sizes maximum flexibility.

Over 500 companies have chosen hybris, including global B2B sites W.W.Grainger, Rexel, General Electric, Thomson Reuters and 3M as well as consumer brands Toys“R”Us UK, Metro, Bridgestone, Levi's, Nikon, Galeries Lafayette, Migros, Nespresso and Lufthansa. hybris is the future of commerce™. For more information, visit www.hybris.com.

Published on: 7:00AM on 9th April 2014