According to data from Roy Morgan Research, online retailing is strengthening its presence in the country and becoming an increasingly popular option for many Australians.

Figures showed that in December 2012, there were 1.4 million people aged over 14 that completed an online shopping purchase in any given four week period.

This totalled to 7.6 per cent of people in the age 14+ age bracket, and showed an increase from 5.7 per cent the year before.

The majority (67.6 per cent) of online fashion product shoppers in Australia were women, with this figure increasing year on year.

The sub-categories which these women purchased items from have also experienced upward growth – such as clothing, shoes, underwear, socks and hosiery. However it was women’s clothing and footwear that came out as a top performer and increased by more than 50 per cent.

These figures highlight the importance of having a comprehensive online retailing strategy in place, in order to appropriately target and communicate with consumers.

Online retailers may find it extremely beneficial to also review their product strategy regularly, as many of the women that participated in the research stated they like to purchase products that are fashionable and on par with new trends.

30 per cent of women were likelier to agree that ‘it’s important to look fashionable’, and in comparison to the average Australian woman 73 per were likelier to agree with ‘I wear clothes that will get me noticed’.

“Looking stylish and getting noticed are strong motivators for these women. Being able to purchase items quickly and easily from the British-based ASOS, therefore, would be very appealing for them: not only can they get a jumpstart on seasonal trends, but they can buy clothes that won’t necessarily be available in Australian boutiques,” said Roy Morgan Research industry communications director Norman Morris.

On top of these figures for online retailing in Australia, the online shopping market has become a very valuable asset for UK fashion retailer ASOS. Australia has become their single biggest foreign market, with Aussies making an ASOS purchase every six seconds.