The pie charts illustrate how online shopping sales were distributed among New Zealand’s retail sectors in 2003 and 2013.
Overall, it can be seen from the pie charts that travel accounted for the largest share of e-commerce in 2003. Over the decade, sales of clothes and film/music experienced noticeable growth, whereas trip and books saw a decline in their proportions.
In 2003, journeys accounted for 36% of total online sales, making it the leading sector. Clothes followed at 24%, whereas books and film/music made up 21% and 19%, respectively. This suggests that people mainly spent their money on travel services rather than physical products at that time.
By 2013, clothes had overtaken travel, rising sharply to 33%. Travel, on the other hand, fell to 29%. Film and music also grew slightly, reaching 22%. Books recorded the steepest drop, declining to 16%, indicating that fewer people purchased reading materials wire over the decade.