New Zealand - Country Commercial Guide

Describes what a company needs to know to take advantage of e-commerce in the local market and covers prominent B2B websites

Last published date: 2022-07-31

General Overview

COVID-19 national and regional lockdowns in 2020-21 spurred New Zealand consumers to increase their online spending.  Approximately 70% of New Zealand’s population buy online.  Online purchases include both young adult males and females to senior citizens. 

In 2020, the eCommerce sector in New Zealand was valued at US$2 billion.  (Source ecommerceDB).  Food & personal care is the largest category based on sales followed by shoes, consumer electronics and household appliances.   (Travel is ranked #10.)  International E-commerce platforms including Amazon, Ebay, and Alibaba are very well-known to local purchasers.  New Zealand Posts’ YouShop service offers delivery addresses in the United States to facilitate online trade between vendors and New Zealand consumers.  Within New Zealand, most bricks and mortar retailers offer an online presence. is a new local platform focusing on international and domestic FMCG products.  The New Zealand government offers advice through a number of websites to support local businesses develop their online presence.  New Zealand’s Goods and Services Tax (GST) is 15%.

Legal & Regulatory - Non-resident U.S. companies selling online to New Zealand consumers must when applicable comply with local regulations including consumer and tax procedures.  A U.S. company providing online services to New Zealand residents will need to register for GST when their total supplies of goods and services exceeds NZ$60,000 in one year.  This policy is managed by New Zealand’s  Inland Revenue Department

Consumer Behavior - Approximately 64% of online shoppers in New Zealand research online when planning a major purchase particularly when preparing to purchase consumer electronics and household appliances (Source ecommerceDB).  Paying by credit card is the preferred payment method.