The two pie charts compare the four retail sectors in New Zealand by online turnover between the years 2003 and 2013. Overall, while the travel segment generated far more sales than film/music in 2003, this had changed over the following decade.
The two most profitable retail segments in 2003 were travel and film/music, with 36 percent and 21 percent, respectively. However, while film/music increased its share to roughly a third, travel witnessed a noticeable declined to 29 percent. In this way, the audiovisuals replaced travel as the largest sales category in 2013.
The remaining two sectors with the lowest turnover in 2003 were books and clothes, comprising 19 percent and 24 percent of the total online sales, respectively. Whereas the proportion of clothing went down to just 16 percent, books increased by three percent, becoming the third-largest source of net income in 2013. Clothes, in contrast, dropped to the last 4th place in the e-commerce ranking.