Shoppers in New Zealand are now spending $3.7 billion per year online and more than a quarter is going to offshore retailers.
Latest research by Nielsen shows more than half of adult New Zealanders shop online, 38% more than five years ago, and the number of purchases each person makes has grown significantly.
The online retail report shows the most popular products are airline tickets, clothing, books and entertainment tickets.
Associate research director of Tony Boyte said nearly $1 billion is being spent on international websites, which have been taking a growing share of the online spend.
By the end of the year, two million shoppers in New Zealand will spend a total of $4 billion online.