The first quarter (Q1) of 2010 showed an overall reduction in online retail sales when compared with the fourth quarter in 2009, new international research from Coremetrics shows.
 
The marketing optimisation provider was quick to qualify, however, that the drop was a result of the typically quiet post-Christmas holiday period and pointed out that the final month of Q1 experienced an increase of nearly 10 per cent in online retail sales.
 
“The average order value also trended upwards in March, shooting to $180.95 from $168.23 in January,” said Coremetrics ANZ general manager Kevin Mackin.
 
“This is an increase of nearly eight per cent and is actually stronger than December 2009 figures when average order values were $171.89.”
 
The third group of statistics Coremetrics found particularly interesting was the average number of items per order, which increased by 7.2 per cent in March, when compared with January. This number, combined with the rise in average order value indicates that shoppers are more willing to spend and appear to be showing great confidence in the global economy.
 
“The online retail sector delivered an encouraging performance over the course of the first quarter, which is fantastic news for local retailers,” said Mackin.
 
“Though overall sales were down slightly for the quarter, the sector posted strong gains in March. Both average order values and items per order are trending solidly up, reflecting strong consumer confidence in the economy and perseverance from savvy online retailers. In particular, department stores and sports gear retailers have done an exceptional job of attracting consumers and delivering strong sales results.”
 
Department store sales for February were up more than three per cent over January, and sales for March were up nearly 16 per cent over February. Average order values in March were $140.61, compared to $128.57 in January and $125.95 in December 2009, for increases of 9.4 per cent and 11.6 per cent respectively. The number of items per order also trended up, with an increase of 14.3 per cent in March compared to January.
 
Sports apparel and gear retailer sales for February were up 21 per cent over January, and sales for March were up nearly 36 per cent over February. Average order values in March were $131, compared to $120.29 in January and $112.51 in December 2009, for increases of nearly nine per cent and 16.43 per cent respectively. The number of items per order also showed gains, with an increase of 18.4 per cent in March compared to January.