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Kogan research reveals we love to shop online at work


online shopping cartAustralians love shopping online but new research by has revealed we’re making a lot of our purchases during office hours when we’re at work.

New data released by online electronics retailer shows the majority of sales on its site occur between 9am and 5pm with a peak period coinciding with most workers’ lunchbreaks from 12pm till 2pm.

This data flies in the face of the traditional theory that most online shoppers would wait until the evening when they’re relaxing at home to make their online purchases.

Ruslan Kogan, founder and CEO of, says these results would be surprising to Australian employers but not surprising to him.

“Shopping online is so easy these days. If you know what you want, it only takes a few clicks and a credit card to get yourself a new TV, dress, computer game or book – whatever you want,” Mr Kogan said.

 “I don’t think it’s because Aussie workers are sitting at their desks shopping all day instead of doing their jobs, I think it’s more a reflection on how easy online shopping has become.

“At Kogan, we do everything we can to ensure our customers can jump on the site, find what they’re looking for and checkout as easily and quickly as possible. And I’m sure other top online retailers are doing the same.

The Kogan sales stats showing time of purchase between September and November this year

 “I’d bet most bosses would be happier to see their staff jumping online for a few minutes to make a purchase, rather than heading down to the shopping centre during office hours.”

In the period between September 15 and November 14 this year, sales volumes at started to ramp up after 8am before hitting a midday peak.

Kogan also found there was another evening surge between 8pm and 10pm.

Mr Kogan said there has been a noticeable upswing in sales as we head into the Christmas shopping period with an expectation the surge will continue well into December.

“Compared to two months ago, there are thousands more people, each day, hitting between midday and 2pm,” Mr Kogan said.

“It makes sense when you think about it. People don’t want to wait until after work in case their loved ones see what they are buying and it ruins the surprise.

“The workplace offers a certain degree of privacy, so you can make sure your presents remain a mystery until they are opened on Christmas day.” recently announced it has shipped its one millionth product and is set for sales of more than $250m in 2012.

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