Learn from the biggest online retailers in Australia

According to the latest figures from NAB, online sales accounted for $10.5 billion in retail in 2011. Here are Australia’s top online retailers, as chosen by SmartCompany and some notes on why they are so successful from the j6 team.

Big W

Big W is fast becoming one of the most popular Australian stores given its focus on cheap goods and discounts.

Comments on the home page by the j6 team:

• There's at least 18 products / special on the home page showing me shopping up front.
• The big banner area allows for big features.
• The overall design follows standard conventions like shopping basket top right, search easy to find at top and bottom plus contact details / customer service information up front.
• Clear product images.
• Overall design matches brand.

Visit: http://www.bigw.com.au

Booktopia

One of Australia’s few online booksellers, Booktopia revenue is set to exceed $20 million for this year.

Comments on the home page by the j6 team:

• The busy layout makes me think of a crowded library. 
• No hidden postage costs.
• Various ways to search a VERY large product database - search box, select a price range, select a category etc.
• Overall design looks a bit aged and in need of love though.

Visit: http://www.booktopia.com.au/

BrandsExclusive

This private shopping channel is the product of former eBay executive Daniel Jarosch and former PCW employee Rolf Weber. Between this, BuyInvite and OzSale, the trio have the private shopping channel cornered in Australia.

Comments on the home page by the j6 team:

• We HATE the fact that you have to signup to see anything but that is the nature of the beast. 
• Overall feel much more designer - no big sale signs and discount banners like the top 2.
• Focus is on great imagery.
• Black adds luxury, individual colours for each brand matching brand image add fun.
• Brand homepages are clean and product focused.

Visit: http://www.brandsexclusive.com.au

Cudo

Cudo remains one of the most popular group buying sites.

Comments on the home page by the j6 team:

• Neat professional design. Background image and overall colours used have an uplifting happy feel.
• Again home page is essentially the main product page so they get directly to the point.
• Big photos and BIG calls to action / buttons. Countdown clock on button creates a better sense of urgency to item than on "Catch of the day".
• Friendly fun tone in text. Bullet points for easy reading.
• Satisfaction guarantee logo, padlock image, credit card logos, customer testimonials etc all used to give confidence.
• Related products side bar works well to drive traffic further into site.
• Easy share buttons.

Visit: http://cudo.com.au

Dick Smith

Woolworths intends to hand off the Dick Smith chain and close up to 100 stores over the next two years.

Comments on the home page by the j6 team:

• Strong company branding. Clear professional design.
• Again design clearly follows common standards: search and shopping cart at top, top menu, big banner, featured products below, customer service in footer.
• Free delivery red "stickers" work effectively to highlight sales message.
• Green buy buttons are inviting.

Visit: http://dicksmith.com.au

Get Wines Direct

The online wines market is bustling, but Get Wines Direct is the largest online player so far, with revenue at $50 million.

Comments on the home page by the j6 team:

• Very cluttered feeling page, gives a bargin warehouse feel.
• Banners have strong calls to action and clear reasons to follow links.
• Only 3 featured products - gives you specific products to view.
• Contact details easy to find in footer.
• Overall design looks tired and in new of a revamp.

Visit: http://www.getwinesdirect.com/

Good Guys

This homewares chain is one of the best when it comes to clever use of the internet, making sure shoppers have access to localised information, stock information and the ability to pick up goods from their local store if they so desire.

Comments on the home page by the j6 team:

• Trading hours and phone number up top for easy access.
• Coomon layout design but these guys include a category side menu to get people into sections faster.
• Compare products feature is nice but products feel crowded in their boxes.
• Star rating good idea except for when all products shown have no stars.
• Footer bar for comparing products.

Visit: http://www.thegoodguys.com.au/mile_end/

Harvey Norman

Earlier this year, Gerry Harvey suggested the online store was turning over about $50,000 a week, or about $2.6 million a year.

Comments on the home page by the j6 team:

• Very strong modern design - clearly based on feel from Apple.
• Again following all the web standards for layout - top menu, shopping cart, search, big banners etc.
• Store finder search is a handy extra.
• Featured products are bigger but there is 18 of them - people just have to scroll a bit more which they are happy to do.
• Bonus offer and hot price tags on products help draw the eye.
• Check stock is a nice feature if you can show stock levels instantly.
• Again a footer bar for comparing products.

Visit: http://harveynorman.com.au/

Kogan

Expanding into new categories has helped this online powerhouse exceed $100 million during the current year.

Comments on the home page by the j6 team:

• With a minimal design this site has a few clear differences from the others here: extensive category side bar menu, horizontal feature product layout, and a news box.

Visit: http://www.kogan.com.au

Myer

The traffic is here, even though the revenue might not be yet. Myer is keen on improving its online presence in the year ahead, having already opened its Chinese site – whether it’ll be enough to push it among the nation’s most successful online retailers remains to be seen.

Comments on the home page by the j6 team:

• Strong branding, clean professional design.
• Banners have strong calls to action and clear reasons to follow links.
• Again design clearly follows common standards: search, cart and menu at top, big banner, featured products below, customer service links in footer.
• Home page kept to sections that you can roll between, shows modern edge.
• Free shipping banner makes nothing a surprise.
• Bright colours and thoughtfully designer features make for a magazine finish.
• We love the fact that they have customer service phone number so effortlessly provided at top under menu.

Visit: http://www.myer.com.au/

(Please note: This blog post is based on an excerpt from http://www.smartcompany.com.au/retail/049029-australia-s-top-20-online-retailers.html - Tuesday, 03 April 2012)