Survey: Local exporters could do better online

Eighteen percent of Kiwi exporters don't promote themselves on the web at all

New Zealand exporters are good at promoting themselves over the internet, but they are not as successful in the online sales space, says logistics company DHL’s annual Export Barometer.

Eighty-two percent of the exporters polled use the internet to market their goods and services, and 49% have an e-commerce portal, says the survey. However, only 20% of exporters who sell online derive more than half their total sales via the internet – this is including 7% that derive all their sales via this channel.

“Exporters are still heavily reliant on traditional sales and marketing methods,” says Derek Anderson, general manager of DHL Express New Zealand.

“It is encouraging to see that exporters are realising the benefits of online marketing. However, with only 15% of exporters deriving 75-100% of their sales online, the survey reveals there is scope to develop this channel,” he says.

The survey results also showed that 18% of exporters do not use the internet at all for marketing or sales. Only a third of those have plans to set up an e-commerce portal within the next two years, says the survey.

Reasons for not using an e-commerce portal were for example “not effective/relevant for product/service” (9%); “already have established customers” (5%); “deal direct with customers” (4%) and “never looked in to it” (1%).

The survey, conducted by ACA Research, polled 305 exporters grouped into four main industries: agriculture/food and beverage, manufacturing, tourism and services.

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