Best Selling Products In New Zealand In 2024

eCommerce Growth and Online Shopping Trends in New Zealand

The eCommerce market in New Zealand continues to grow rapidly, making it one of the fastest-expanding online retail markets in the world. In 2024, online shopping has become a daily habit for Kiwis who value convenience, variety, and competitive pricing.

According to recent statistics, more than 88% of New Zealanders aged 16 to 64 have searched for products or services online, demonstrating how digital transformation has reshaped purchasing behaviour. Improved logistics, mobile accessibility, and secure online payment systems have made online shopping smoother than ever.

With artificial intelligence (AI) and machine learning (ML) now optimising everything from product recommendations to delivery routes, retailers can target audiences more precisely and meet increasing consumer demand.

This guide highlights the top-selling eCommerce products in New Zealand for 2024, exploring categories such as fashion, electronics, groceries, beauty, and home goods — plus insights into why they’re trending and how businesses can use these trends to drive growth.

The New Zealand eCommerce Market — Growth and Forecasts

Much like other Asia-Pacific (APAC) countries, New Zealand’s eCommerce landscape has undergone remarkable evolution. As smartphone adoption and internet penetration rise, Kiwis are increasingly replacing in-store visits with online purchases.

Key eCommerce Statistics for 2024

The online retail sector in New Zealand has grown at an average annual rate of 10.5% between 2018 and 2023.
eCommerce revenue is expected to grow at 12.58% (CAGR 2023–2027), reaching approximately AU$15.15 billion by 2027.
The average Kiwi online shopper made around 27 transactions in 2022, spending an average of AU$4,614 online.
The largest group of online shoppers is aged 30–44 (37%), followed by 45–59 (31%).
Auckland accounts for 35% of all online shoppers, followed by Wellington and Canterbury (12% each).
Smartphone usage in New Zealand sits at 92%, among the highest globally, fuelling mobile commerce growth.

These figures clearly show that online shopping is not just a trend but a fundamental shift in how New Zealanders buy and sell products.

Top 8 Best Selling Products in New Zealand for 2024

Here are the most popular and profitable product categories driving New Zealand’s eCommerce boom in 2024.

1. Fashion and Clothing 👚

Fashion remains the largest eCommerce segment in New Zealand, contributing 27.8% of total online retail revenue in 2022. It’s projected to grow 12.63% from 2023–2027, reaching a market volume of AU$4.22 billion.

Why It’s Trending

New Zealand consumers love diversity in style — from global fashion labels to sustainable, locally made brands. There’s also a clear shift towards ethical and eco-friendly fashion, with customers prioritising transparency, sustainability, and local sourcing.

Key Sub-Trends

Activewear & Athleisure: Rising interest in fitness and wellness.
Sustainable Fashion: Demand for organic fabrics and low-impact production.
Footwear & Accessories: Functional yet fashionable products continue to perform strongly.
Local Designers: Handmade and artisanal pieces are growing in popularity.

2. Consumer Electronics 💻

The consumer electronics market in New Zealand remains one of the strongest sectors, projected to generate AU$1.25 billion in 2023, with growth expected to reach AU$1.63 billion by 2027 (CAGR 6.84%).

Why It’s Growing

Remote work, hybrid learning, and smart-home adoption have driven the demand for laptops, tablets, smartphones, and accessories. Kiwis are looking for efficient, portable tech that fits their connected lifestyles.

Hot Products

Smartphones & smartwatches
Wireless earbuds & audio devices
Laptops, monitors & home-office gear
Gaming consoles & peripherals

3. Food and Groceries 🥑

The food and grocery sector accounts for 25% of New Zealand’s online retail spending, generating AU$2.25 billion in 2022. It’s expected to continue expanding thanks to the convenience of home delivery and online supermarket options.

Key Drivers

Meal Kit Services: Brands like HelloFresh and My Food Bag dominate this space, making home cooking easy.
Online Supermarkets: Traditional retailers now offer seamless e-grocery experiences.
Health & Specialty Foods: Growing demand for vegan, gluten-free, organic, and ethnic food options.

Future Outlook

The online food delivery market in New Zealand is projected to grow 9.03% (2023–2027), reaching AU$2.71 billion by 2027 — powered by convenience and busy lifestyles.

4. Beauty Products 💄

The beauty and personal care market is thriving, expected to grow 12.98% between 2023 and 2027, achieving a market size of AU$213.73 million by 2027.

Why Kiwis Love It

With the rise of self-care culture and social media influence, beauty products are a major eCommerce hit. Platforms like Instagram and TikTok have revolutionised how people discover and purchase skincare, makeup, and wellness products.

Emerging Trends

Clean, vegan, and cruelty-free cosmetics
Skincare serums and moisturisers
Haircare and scalp-care products
Celebrity beauty brands like Rare Beauty gaining traction

Influencer and affiliate marketing play a huge role in this sector’s growth, helping brands reach targeted Kiwi audiences quickly.

5. Furniture and Home Goods 🛋️

Home has become the new hub for work, relaxation, and creativity — and New Zealanders are spending accordingly. The furniture industry was valued at AU$1.95 billion in 2023 and is projected to reach AU$3.05 billion by 2027 (CAGR 5.68%).

Online vs Offline

While 81% of furniture purchases still happen offline, the online share is growing rapidly, expected to reach 28% by 2025.

6. Toys and Games 🧸

New Zealand’s toys and games industry is forecast to reach AU$1.74 billion in 2023, making up 17.7% of total eCommerce sales.

Key Growth Areas

Educational and STEM toys
Board games and puzzles
Outdoor and creative play sets
Retro collectibles and video games

Seasonal Demand

Sales surge during the holiday season, with parents choosing educational and developmental toys that foster creativity and learning.

7. Books and Music 📚🎶

Books and music remain staples of New Zealand’s online marketplace. The segment’s revenue is expected to reach AU$195.32 million in 2023, growing steadily at 3.07% CAGR (2023–2027).

What’s Driving Growth

Digital Downloads & Streaming: E-books, audiobooks, and music subscriptions dominate.
Online Concerts & Events: Streaming concerts and ticket sales through digital platforms are booming.
Access & Affordability: Kiwis now enjoy instant access to their favourite titles and albums online.

The shift towards digital consumption means creators and retailers can reach a broader audience without geographic limits.

8. Pet Supplies 🐾

New Zealand’s pet supplies market has seen incredible growth thanks to rising pet ownership and increased spending on pet care. The pet food segment alone is expected to reach AU$660 million by 2023 and grow at 2.42% annually (2023–2027).

Why It’s Booming

Kiwis are passionate pet owners who want premium products for their furry friends. The convenience of online pet stores offering home delivery, auto-subscription services, and speciality brands has fuelled this category’s success.

Final Thoughts: The Future of eCommerce in New Zealand

The New Zealand eCommerce market shows no signs of slowing down in 2024. Clothing, consumer electronics, and everyday essentials continue to dominate, while emerging segments such as furniture, books, and toys are quickly catching up.

For businesses and affiliate marketers, understanding these top-selling product categories is key to staying competitive. With the continued rise of affiliate marketing, social commerce, and influencer-driven sales, there’s never been a better time to enter the online retail space.

Whether you’re a brand owner, dropshipper, or affiliate partner, aligning your offerings with these high-demand products in New Zealand can significantly boost your visibility, conversions, and revenue in 2024 and beyond.