Australian Digital Commerce: A commentary on the retail sector

Abstract

In this market study we analysed the digital presences of 89 Australian retailers using a catalogue of 63 single items. We find that while Australian retailers have achieved reasonable levels of maturity in the informational and transactional dimensions, and also ventured into the social media space, they are lacking in implementing the relational components of digital commerce. Termed the 'relational gap', this finding points to missed opportunities in building loyalty and lasting relationships with their customers as the basis for repeat purchases and cross selling.