The most common aids, according to research commissioned by Shopfully, include promotion hunting, product searching, or price comparison.

So, how should retailers respond to the trend, and what are the potential risks of such tech-driven journeys?

“Retailers today must start the consumer journey where it begins: Online,” says Brendan Straw, Shopfully Australia’s country manager. With the majority of shoppers now researching purchases via mobile, digital touchpoints are no longer optional; they’re essential.”

About 83 per cent of shoppers sometimes or always make product findings in advance of in-store purchases. Straw says that personalised and relevant insights collected online play an essential role in completing the purchase during the customer’s purchasing process.

According to Shopfully’s report, more than half of consumers shop for deals and discounts while scrolling online for products.

Not just promotions, but the personally-driven data

While value-driven marketing is no longer optional, 84 per cent of shoppers said that promotion is the dominant factor in their loyalty and spending.

In addition to promotions, half of Australians value ads when discovering new products and deals, while 42 per cent will strategically weigh up prices and hold out for the best offers.

The report reveals that besides personalised sales alerts, consumers also focus on real-time product availability, new arrivals, and engaging content like articles, recipes, and how-to guides.

“Meeting consumers where they are is only half the battle. To truly succeed, an omnichannel strategy must do more than exist across multiple platforms – it needs to add real value at every touchpoint,” Straw says.

AI tools are emerging in the shopping journey

“Embracing smart technologies like AI and virtual tools isn’t just an advantage, it’s becoming essential to deliver the seamless, personalised experiences today’s shoppers demand,” says Straw. 

Notably, 42 per cent use AI tools for regular shopping, and about half of them will let AI assist their shopping list and streamline their planning. Meanwhile, 18 per cent place a high value on virtual try-on tools for clothing and cosmetics.

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A study by commerce accelerator Pattern says the trend is aptly illustrated by the 51 per cent increase in the price of health and beauty products this year.

“The days of marketplaces winning Australian consumers with ultra-cheap pricing alone are over,” says Merline McGregor, MD at Pattern Australia. “Although leading platforms like Amazon will continue to attract shoppers with competitive pricing, consumers are now making purchasing decisions based on factors like credibility, product variety, and ease of shopping.”

Customers’ loyalty comes from convenience

“Australian brands selling on marketplaces that deliver frictionless shopping experiences are more likely to secure both the first purchase and increase their chances of building customer loyalty,” said McGregor.

About 57 per cent of Australians rate Amazon as the most convenient platform for purchasing goods, with a user-friendly ordering process, fast shipping options, and a seamless returns policy. 

Despite Shein and Temu’s continued strategy of bombardment marketing, welcoming deals, and an effortless shopping experience to entrench market presence, their convenience ratings remain significantly lower, at 14 per cent and 27 per cent, respectively.

“Convenience is more than just speed of delivery, it’s about every touchpoint of the shopping experience, extending from intuitive search functions to reliable customer service and simple returns,” said McGregor.

Customer relationships for trustworthiness and reliability

“We’ve seen a positive improvement in returns processes for all marketplaces, with only 3 per cent of Australian consumers stating they do not trust any marketplace for reliable returns. This is a huge drop from 18 per cent in 2024 and shows that all platforms are prioritising improving the customer experience in this critical area,” said McGregor.

As price advantages diminish, Amazon is leading with stable product quality and reliable return processes, with 60 per cent of Australian shoppers choosing it for product quality and 53 per cent for reliable returns.

While other e-commerce platforms such as Ebay, Kogan, and MyDeal are rated by Australian customers at 42 per cent, 16 per cent, and 9 per cent when it comes to trust, Chinese platforms Temu and Shein’s consumers’ confidence in product quality are 12 per cent and 11 per cent.

“In an increasingly competitive and regulated environment, trust is not an aspiration. Marketplaces must consistently deliver quality products, backed by hassle-free returns to build enduring customer relationships,” said McGregor.

Amazon, Ebay, and Temu’s extensive product range

According to the 2025 Marketplace Consumer report, Amazon Australia holds the leading position in the widest variety of inventory, including electronics, homewares, and sporting goods, which is recognised by 60 per cent of shoppers.

This is also true for Ebay, at 45 per cent for second-hand and collectible products, and for Temu, at 32 per cent, which notably saw an 87 per cent increase in the platform’s visiting rate last year.

“A broad and evolving product range is proving key for marketplaces to retain and grow their shopper base. Consumers are moving towards platforms that offer a one-stop-shop experience, and marketplaces that can deliver this effectively across multiple categories have a clear competitive edge,” said McGregor.

• This story was originally published on Internet Retailing.

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This week, the ATO revealed some of the dodgiest deductions workers tried to claim – in vain – and offered advice to taxpayers on where it draws the line.

“If your deductions don’t pass the ‘pub test’, it’s highly unlikely your claim would meet the ATO’s strict criteria,” said Rob Thomson, ATO’s assistant commissioner. (The ‘pub test’ is a reference to the understanding that people have a collective and natural sense of when something is unfair.)

He reminded taxpayers not to try to claim personal spending as work-related expenses because the ATO carefully measures claims to ensure they meet the office’s strict criteria. 

Last year, some of the more dodgy claims the ATO rejected included:

• A claim for home equipment and recreational devices such as an air fryer, microwave, two vacuum cleaners, a TV, a gaming console, and gaming accessories from a mechanic.
• Swimwear claims from a truck driver who said they would swim during transit stops. 
• An over-$10,000 claim of luxury-branded clothing and accessories from a manager in the fashion industry who wanted to look well-presented at work.

Chartered Accountants ANZ added to the list by sharing some of the ‘cheekiest claims’ its members’ clients had tried on, promising more revelations later this month. These included monthly salon haircuts, an engagement ring, the cost of a gym membership, and even big-ticket luxury purchases, including a luxury yacht – all considered dubious.

“Work-related expenses must have a close connection to your income-earning activities, and you should be prepared to back it up, with records like a receipt or invoice,” said Thomson.

Last year, most of the tax claims among more than 10 million work-related deduction cases related to working from home. The ATO advises home workers to calculate their deductible return using the fixed rate method or the actual cost method, which requires records to prove they incurred additional expenses due to working from home.

“If you’re anything like me, a paper receipt will get lost almost immediately. The MyDeductions tool on the ATO app allows you to keep records of your work and general expenses to make lodging your tax return easier,” said Thomson.

The ATO also gives out more information on specific deductions for different job occupations in its occupation and industry-specific guides.

• Further reading: Labor’s tax on unrealised super gains: What it means for business

The post Passing the ‘pub’ test: ATO reveals the craziest work-related expenses claims it nixed appeared first on Inside Small Business.

The new requirements include attaching permanent warning labels, information on anchoring products in manuals and assembly instructions, and providing warnings to consumers in furniture stores and online.

The guidelines apply to chests of drawers, wardrobes, bookcases, hall tables, display cabinets, buffets, and sideboards with a height of 686 mm, as well as all entertainment units, allowing suppliers a 12-month transition period of implementation.

“Suppliers face serious penalties for non-compliance, with penalties up to $50 million for businesses and $2.5 million for individuals,” said Catriona Lowe, ACCC’s deputy chair.

As part of the customers’ injuries, especially those of children and elderly people, ACCC has provided consumer advice and supplier guidance on complying with the mandatory standard.

“Suppliers must meet these requirements, and the ACCC will be working with state-based consumer agencies to monitor compliance and take enforcement action if appropriate.”

The post ACCC approves mandatory regulation over toppling furniture appeared first on Inside Small Business.