Game changer: Despite increasing competition, faster internet speeds provide a boost to revenue

The Online Toy Sales industry has grown rapidly over the past five years. Online toy sales have boomed over the period, at the expense of toy and game sales at bricks-and-mortar retailers. As physical toy stores have battled with weak trading conditions, online retailers have encroached on their territory. Increased internet connectivity, improved transaction security and a rise in consumer confidence in online shopping have all benefited industry players. These factors, coupled with a rise in the population aged 14 and younger, have spurred on growth in online toy sales and contributed to the industry's strong performance. As a result, industry revenue is expected to rise at an annualised 8.5% over the five years through 2018-19, to $76.8 more.

Industry Statistics & Market Size
Annual Growth 14-19
Forecast Growth 19-24
Market Share of Companies

Industry Threats & Opportunities

  • Traditional toys are facing intense competition from alternative forms of entertainment
  • Amazon’s entry into the Australian retail market is expected to intensify competitive conditions
  • Industry firms are projected to continue facing fierce competition from video game retailers
  • Industry Report - Industry SWOT Analysis Chapter

    The Online Toy Sales industry is in the growth stage of its economic life cycle. The industry has boomed over the past five years as rising online penetration, which has been supported by improved website functionality and transaction security, has aided growth. Consumers are becoming more comfortable purchasing goods online – especially relatively inexpensive items such as children's toys – and this has assisted the industry's expansion over the period.Industry value added (IVA) is used to measure an industry's contribution to the overall economy. IVA is forecast to increase at an annualised 9.3% over the 10 years through 2023-24. The industry is therefore expected to outperform the Australian economy, with real GDP forecast to grow at an annualised 2.7% o...purchase to read more.

    Additional Insights for the Online Toy Sales Industry

    IBISWorld has determined the most important Key Success Factors for the Online Toy Sales are:

  • Having marketing expertise
  • Ability to control stock on hand
  • Having a good reputation
  • IBISWorld analysts also discuss how external factors such as Internet subscribers and Population aged 14 and younger in the Online Toy Sales industry impact industry performance..

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    What's in this report

    What is the Online Toy Sales Industry?

    Industry players sell toy and hobby goods online. Products include traditional dolls and toys, electronic toys (excluding video games), board games, hobby kits and craft supplies. Industry operators include online-only retailers and bricks-and-mortar stores with an online presence. Operators retailing used or second-hand goods are not included in the industry.

    Industry Products
  • Traditional toys and games
  • Electronic toys and games
  • Hobby equipment and craft supplies
  • Other toys and games
  • Industry Activities
  • Online traditional toys retailing
  • Online electronic toys retailing
  • Online hobby and craft items retailing
  • Table of Contents

    Industry Definition
    Main Activities
    Similar Industries
    Additional Resources
    Industry Statistics Snapshot
    Industry Structure
    Executive Summary
    Executive Summary
    Key External Drivers
  • Internet subscribers
  • Population aged 14 and younger
  • Real household discretionary income
  • Consumer sentiment index

  • Current Performance
  • Participation and profitability
  • Retail trade conditions
  • Product range
  • Competition
  • Chart: Revenue Growth

  • Industry Outlook
  • Competition and participation
  • Retail trade conditions
  • Product range
  • Table: Online Toy Sales Industry Revenue Outlook

  • Industry Life Cycle
  • Life cycle reasons
  • Chart: Benchmarking - Online Toy Sales Industry Lifecycle vs The Economy

  • Supply Chains
    Key Buying Industries
  • Consumers

  • Key Selling Industries
  • Courier Pick-up and Delivery Services
  • Internet Service Providers
  • Toy and Sporting Goods Manufacturing
  • Toy and Sporting Goods Wholesaling

  • Products & Services
  • Electronic toys and games
  • Traditional toys and games
  • Hobby equipment and craft supplies
  • Other toys and games
  • Chart: Online Toy Sales Industry Products and Services Segmentation

  • Demand Determinants
    Major Markets
  • People aged 15 to 34
  • People aged 35 to 54
  • People aged 55 and over
  • Chart: Major Market Segmentation for the Online Toy Sales Industry

  • International Trade
    Business Locations
    Chart: Business Locations by State
    Market Share Concentration
    Key Success Factors
    Cost Structure Benchmarks
  • Chart: Cost Structure Benchmarking – Sector vs Online Toy Sales

  • Basis of Competition
    Barriers to Entry
  • Table: Barrier to Entry Checklist for the Online Toy Sales Industry

  • Industry Globalization
    Wesfarmers Limited, Woolworths Group Limited,
  • Table: Wesfarmers Limited - financial performance
  • Table: Woolworths Group Limited - financial performance

  • Capital Intensity
  • Chart: Level of Capital Intensity for the Online Toy Sales Industry
  • Chart: Tools of the Trade: Growth Strategies for Success

  • Technology & Systems
    Revenue Volatility
  • Chart: Volatility vs Industry Growth

  • Regulation & Policy
    Industry Assistance
    Table: Industry Data for the Online Toy Sales Industry
  • Industry Revenue (2010-2024)
  • Industry Gross Product (2010-2024)
  • Establishments (2010-2024)
  • Businesses (2010-2024)
  • Employment (2010-2024)
  • Wages (2010-2024)

  • Table: Annual Percentage Change for Key Industry Data
    Table: Key Ratios for Industry Key Data
    Bricks-And-Mortar Store
  • A store that has a physical presence and location.
  • Online Retailer
  • A retailer that sells products online.
  • Smartphone
  • A mobile phone that offers more-advanced connectivity and computing functions than traditional mobile phones.
  • What Our Customers Say

    Why buy this report?

    IBISWorld’s Online Toy Sales market research report is a comprehensive guide to market size and growth prospects. Our industry reports offer strategic industry analysis of the factors influencing companies, including new product developments, economic, lifestyle and demographic influences, distribution and supply chain factors and pricing issues. Full analysis accompanies our data forecasts to illustrate how the market responds to emerging industry trends.

    IBISWorld industry market research reports enable you to:
    • Find out about key industry trends
    • Identify threats and opportunities
    • Inform your decisions for marketing, strategy and planning
    • Quickly build competitive intelligence
    This report on Online Toy Sales:
    • Provides Market Size information to assist with planning and strategic decisions.
    • Includes the necessary information to perform SWOT, PEST and STEER analysis.
    • Helps you understand market dynamics to give you a deeper understanding of industry competition and the supply chain.
    • Analyses key performance and operational metrics so that you can benchmark against your own business, that of your customers’ businesses, or your competitors’ businesses.
    The Online Toy Sales market research report includes:
    • Historical data and analysis for the key drivers of this industry
    • A five-year forecast of the market and noted trends
    • Detailed research and segmentation for the main products and markets
    • An assessment of the competitive landscape and market shares for major companies
    • And of course, much more

    IBISWorld reports on thousands of industries around the world. Our clients rely on our information and data to stay up-to-date on industry trends across all industries. With this IBISWorld Industry Research Report on Online Toy Sales, you can expect thoroughly researched, reliable and current information that will help you to make faster, better business decisions.

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