This chapter will focus on providing a review of literature to show market research of the New Zealand e-commerce clothing businesses. The market research will focus on country analysis and some statistics based facts along with competitor analysis including the suppliers. The extent of literature is vast in the field and therefore focus will be laid on exploring the key conceptions and evaluations only. The business of e-commerce is a big one and it is still getting big each day with exponential growth depicted. Shopping online is being embraced through 2 million New Zealanders who indulge in making a purchase through e-commerce platforms.
This statistic has been revealed as per 2016 data. Customers have become digital customers and are now indulged in purchasing more online based items (Ballantine et al., 2015). The New Zealanders have started to spend more and the expenditure growth is revealed by 21 percent in comparison to 5 percent in 2015. As per 2016 reports, New Zealanders currently purchase 18.2 million products over the web each year with 4.6 billion dollars total value. Expenditure expectancy lies in reaching 6 billion dollars by 2017 end.
1.6 billion dollars is the amount that New Zealanders spend on clothing shopping. When viewing monthly statistics, it becomes clear that 66 percent of New Zealand based shoppers make a purchase from global websites and this has been the trend in the past 3 months (Lim et al., 2015). In 2014, this was only around 61 percent. These people mostly are of the notion that retail sites in New Zealand do not offer the clothing designs that they are looking for and therefore, they have to order from overseas e-commerce platforms (Lim et al., 2015). Customers are only in the lookout for good quality clothes at best possible price. They have an eagerness for such clothing e-commerce platforms that can offer them options of seamless nature without limiting the variety of clothes offered. They are continuously looking for more merchants who can offer them a reduced delivery period as per the reports of Nielson group (2012).