More Than Half of NZ Businesses Still Lack a Website as Consumer Expectations Rise
New research from InternetNZ shows that New Zealand businesses know a strong online presence matters, yet many are still falling behind. While 61 percent of businesses say a website is their most important digital tool, only 53 percent actually have one . That gap hasn’t improved since 2022.
At the same time, consumers are expecting faster service, more personalisation, and better online experiences. These two trends are moving in opposite directions, which creates real risks for small businesses that still rely on social media or email alone.
The gap between belief and reality
The report shows a clear mismatch between what businesses say is important and what they have in place.
Key findings:
• 61 percent of businesses rank their website as their most important digital tool, but only 53 percent have one.
• Email is ranked second most important, yet its usage is declining as customers shift to messaging and live chat.
• Businesses overestimate the impact of social media. Consumers consistently place lower value on social channels as a way to get information or engage.
This internal mismatch means many NZ businesses are operating without the assets they believe matter most.
Only 53 percent of NZ businesses have a website
The research confirms that website adoption has stayed flat since 2022. Just 53 percent of New Zealand businesses currently have a website .
At the same time:
• A third of businesses see websites as a way to make sales.
• More than half of consumers see online sales as the primary benefit of a website.
This creates a problem. Businesses are underestimating one of the main reasons customers visit their website in the first place.
Consumer behaviour is shifting fast
AI is rapidly changing how customers interact with businesses online.
The report highlights four major shifts in consumer behaviour after AI adoption:
• Higher expectations for speed and efficiency
• Increased demand for personalised experiences
• More use of self-service tools
• More after-hours engagement
Consumers expect instant answers, personalised recommendations, and 24/7 convenience. Businesses relying solely on email or social media often can’t meet these expectations.
AI adoption is rising among NZ businesses
AI is no longer a niche tool. 68 percent of NZ businesses now use some form of AI .
Businesses mostly use AI for:
• Content creation
• Writing assistance
• Customer service (e.g., chatbots)
• Data analysis
• Workflow automation
This shift matters because as AI-driven speed becomes normal, customers expect the same level of responsiveness everywhere, including on websites. Businesses without a website or without modern functionality fall behind.
Mismatch between how businesses and consumers see digital channels
The report highlights several key gaps:
Websites
• Businesses mainly see websites as a place to provide information and build credibility.
• Consumers mainly see websites as a place to make purchases and get updates.
• Businesses view email as a one-to-one contact tool.
• Consumers see it as a way for businesses to keep them updated.
Social media
• Businesses rate social media highly.
• Consumers consistently rank its benefits lower than businesses do.
Messaging
• Businesses think messaging is more important than consumers do.
• Both see it as useful, but not as critical as websites.
When a business invests time into the wrong channels, it often loses leads without realising why.
The continued trust advantage of .nz domains
The report reinforces the strong position of .nz:
• Seven out of ten NZ businesses with a website use a .nz domain.
• Businesses choose .nz because it signals credibility, supports a local identity, and builds trust.
• Agreement that .nz is more trustworthy has grown to 74 percent among businesses (up from 58 percent in 2020) .
For small businesses serving a local market, .nz remains the strongest indicator of trust.
Why NZ businesses need to treat their website as a core asset
Taken together, the findings show a simple truth: NZ consumers are moving faster than NZ businesses.
Customers expect:
• Quick, accurate information
• Clear credibility signals
• Fast response times
• Easy online transactions
• Personalised experiences driven by AI
A website is the only channel that allows a business to meet all of these expectations in one place. Social media alone is not enough. Email alone is not enough. A modern website backed by solid domain ownership remains the foundation of a trustworthy digital presence.
For many businesses, the first practical step is reviewing whether their website exists, whether it still represents their brand, and whether it meets current customer expectations.
How Kiwi Web Design can help
Kiwi Web Design works with small businesses across New Zealand to improve their online presence. If your website is outdated, missing, or not performing, we can help you rebuild it with modern standards, local SEO, fast loading times, and AI-ready features.
If you don’t have a website at all, now is the right time to close the gap highlighted in this research.
Get in touch if you want a clear, practical review of your current digital presence and a plan to improve it.
Infographic
DotNZ Research 2025
Insights into Consumer & Business Digital Trends in Aotearoa
The Rise of AI in Business
AI Adoption
of NZ businesses surveyed are now using AI tools in their operations.
Top Ways Businesses Use AI
The “Website Purpose” Gap
There is a significant mismatch between what businesses think their website is for versus what consumers actually want from it. Consumers view websites primarily as sales channels, while businesses view them as information hubs.
The “Sales” Disconnect
52% of consumers see websites mainly for online sales, compared to only 25% of businesses.
The “Credibility” Bias
42% of businesses think their site is primarily for credibility, but only 17% of consumers agree.
Channel Importance (2025)
Percentage of businesses ranking these as “Important to Success”
Trust in Local Identity
Agreement: “.nz is more trustworthy”
Business sentiment over time
“I chose a .nz domain to clearly establish our local presence and credibility.”
Source: InternetNZ “.nz Consumers and Businesses Research Summary 2025”