The pie charts compare four sectors of e-commerce in New Zealand (travel, film and music, books, and clothes) between 2003 and 2013.
Overall, the percentage of online sales for travel and clothes declined over the time period, while the figures for film and music, as well as books, increased by 2013. It is clear that e-commerce for clothes experienced the most significant drop, while film and music surged to become dominant in 2013.
In 2003, the travel sector was dominant in online sales, accounting for almost one-third of total sales, while clothing was the second most popular category at 24 percent. In the subsequent decade, despite the popularity of both sectors in 2003, the figures for travel and clothing dropped by 7 and 8 percent, respectively.
In the beginning, both categories—film/music and books—were not as popular as the other two sectors, with each accounting for only one-fifth of total sales. However, by 2013, the figure for film/music had increased to 33 percent, becoming the dominant category by the end of the time period, while online sales for books increased slightly by 3 percent, reaching only 22 percent.