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IKEA customers primed for proposed e-commerce site

Source: Roy Morgan Single Source (Australia), April 2014 – March 2015 (n=15,913). Base: Australians 14+

As if IKEA’s recently reported plans to open more mega-stores and introduce new, smaller-format outlets across Australia aren’t newsworthy enough, the Swedish chain’s announcement that it will be launching a dedicated e-commerce site will almost certainly meet with delight from fans keen to purchase IKEA products without having to visit a store.

According to the latest findings from Roy Morgan Research, IKEA customers are not only more likely than the average Australian to shop online, they are also more likely to do so than its competitors’ customers.

Some 55% of Australians 14+ purchase at least one product over the internet in an average three months, this figure jumps to 76% of IKEA shoppers.

People who shop at Freedom, Harvey Norman and Fantastic Furniture are also more likely than average to buy online. However, they are not as likely to shop online as IKEA customers.

Online shopping habits of IKEA customers and rival store customers, and % who are early technology adopters


Source: Roy Morgan Single Source (Australia), April 2014 – March 2015 (n=15,913). Base: Australians 14+

IKEA and Early Adopters

In recent years, internet shopping has become a mainstream retail activity in Australia, with everyone from tech-savvy ‘Early Adopters’ to change-averse ‘Technophobes’ taking part. But it is interesting to note that people who shop at IKEA are more likely than Freedom, Harvey Norman or Fantastic Furniture shoppers to belong to the Early Adopter segment.

Nearly one-quarter of IKEA customers are Early Adopters, well above the national average of 17%. Early Adopters also account for above-average proportions of Fantastic Furniture and Freedom’s customer-bases (22% respectively), and, to a lesser extent, Harvey Norman’s (20%).

Andrew Price, General Manager – Consumer Products, Roy Morgan Research, says:

“Nearly a million Australians shop at IKEA in an average four weeks, putting it second only to Harvey Norman in terms of customer numbers, and well ahead of Freedom and Fantastic Furniture.

“But whereas its three main rivals already have e-commerce functionality on their websites, IKEA does not. Ironically, our data shows that people who shop at IKEA are more likely than those who shop at Harvey Norman, Freedom and Fantastic to make purchases via the internet. They’re also more likely to be early adopters of technology, so would respond well to an innovative, optimised e-commerce platform.

“Obviously, this bodes well for IKEA’s proposed move into online retail – with their existing customers already well-practised in the art of internet shopping, as well as a legion of potential e-customers just waiting for the chance to buy IKEA products online without having to set foot in-store…”

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About Roy Morgan

Roy Morgan is the largest independent Australian research company, with offices throughout Australia, as well as in Indonesia, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate


25% or 75%

10% or 90%

5% or 95%