Comparison of online book ordering; welcome to another e-commerce backwater
When in the US, e-commerce was pure bliss already ten years ago. Stuff was cheap, came to your door fast and reliably and the whole shopping experience was just good. In Finland, to understate a little, things were not so good. Relatively few companies had (or have) an online store and the prices were in line with the brick-and-mortar stores, i.e. absurdly high. Especially the shipping costs (largely thanks to the Itella-monopoly, no doubt) were just insane. Some improvement has happened in recent years, but there’s still a long way to go.
Anyhow, I was expecting Australia to fall somewhere between Finland and US in terms of online commerce. And most of the times it does, but at times the experience is even worse than in Finland – a big disappointment. First, relatively few companies are online here. There is increasing, but still low, awareness of how to do e-commerce properly (let alone m-commerce, let’s not even go there). Second, shipping, while cheaper than in Finland, takes surprisingly long even from “nearby”. Third, by coincidence or not, it was an Australian online merchant who happened to be the first one to ever lose my credit card details which forced me to get new cards after fraud attempts.
Now, years ago e-commerce really took off with books first, so here is a case study from yesterday about getting a book. I wanted to buy this book. By nature, I first checked Amazon US: $25 AUD plus $17 AUD for expedited international shipping, so $42 AUD total and I could expect to get the book in about 10 days. That doesn’t sound too bad for a big, 750+ pages, hardcover book.
What about the local competition? First up, Borders: sticker shock of $89.95 AUD and a delivery time of 10-12 days. Angus & Robertson was in the same ballpark. Only Dymocks was significantly cheaper at $55 AUD, but still more expensive than Amazon. None of the Australian vendors charged explicit shipping costs, but the high initial price and shipping times of 10-12 days explain why that is so. As a comparison, the book would have cost about $50 AUD including shipping if bought (with)in Finland with a delivery time of 5-15 days (annoyingly wide scale).
Let’s take a look at the figures again:

Remember that Borders, Dymocks and Angus & Robertson are all local, Australian companies and the Amazon US order is shipping from literally the other side of the planet just for me. If one bought more than one book, the figures would be even more favorable for Amazon.
Whenever an individual can import goods from halfway across the planet, while paying for individual express air cargo, for up to 50% less than the domestic companies are charging, some aspect(s) of competition and/or efficient markets are clearly missing.











