Buyer behaviour has become increasingly digital, with around one-in-four consumers now purchasing items online at least weekly. This shift from physical stores has made the shopper journey more complex and dynamic resulting in the need for a greater understanding of online retail trends. This chapter of the Australian Connected Consumers Report 2016, provides a comprehensive, accurate and current snapshot of today’s connected consumer and as the growth of connected commerce is inevitable, your business should be equipped with the data, analytics and expertise to take on the challenges of consumer’s new purchasing habits.