However, according to the State of Ecommerce in Australia and New Zealand report, released by Econsultancy in partnership with hybris software, an SAP company, 78% of respondents are working towards delivering a customer experience across online and offline channels.

The same source unveils that over 69% of Australian companies plan to increase investment in mobile-optimised transactional websites over the next three years. Additionally, around a quarter plan to invest more in mobile applications with transactional capabilities.

Findings indicate that among the challenges for the development of an ecommerce business, 59% of company respondents and 54% of supply-side respondents find the lack of budget and resources as the common problem, while 34% of companies and 27% of agencies report technology limitations as a barrier.

The study also points out that on average, client-side respondents are planning to increase their investment in ecommerce technology by 41%. On the agency side, respondents report that they expect their clients to increase spend by 23%. Furthermore, 46% of companies surveyed indicate they have a separate ecommerce budget.

The report is based on a sample of around 200 marketers and agencies, plus interviews with a range of digital marketing and ecommerce practitioners.