Australian online spending equaled 9% of spending at brick and mortar stores: NAB

Online retail sales accelerated over 2018 but were slower over the month of November, according to the latest data from NAB's Online Retail Sales Index (NORSI).

ABS data on traditional retailers showed month on month seasonally adjusted sales rose (0.3%) in October 2018, outpaced by NORSI which grew 0.9% in that month.

NAB estimates put Australian online spend at around $28.86 billion over the 12 months to November 2018, which is equivalent to 9.0% of spending at traditional bricks & mortar retailers, as measured by the ABS.

The fastest growth in online retail sales over the year was recorded by department stores whose sales accelerated 10.6%.

Online grocery and liquor sales was again the second fastest category, growing 19.1% over the year to October.

Online sales in the personal and recreational category grew 12.4%, while media sales grew 14.6%, fashion grew 15.5%, and games and toys grew 55.5%.

Food catering grew 6.7% and the and the smallest spend share category, daily deals grew 5.7%.

The largest sales category, homewares and appliances contracted slightly.

SME merchants represent over 35% of all online sales.