Key findings — InternetNZ Research 2025 (750 businesses · 500 consumers):
- Only 53% of NZ businesses have a website — unchanged since 2022
- 61% say a website is their most important digital tool, yet less than half have one
- 68% of NZ businesses now use AI tools in daily operations
- 74% of businesses agree a .nz domain is more trustworthy (up from 58% in 2020)
- 52% of consumers see websites primarily as a sales channel — only 25% of businesses do
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 and 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.
Key statistics at a glance
| Metric | Figure |
|---|---|
| NZ businesses with a website | 53% |
| Businesses ranking website as most important digital tool | 61% |
| NZ businesses using AI tools | 68% |
| Consumers who see websites primarily as a sales channel | 52% |
| Businesses who see websites primarily as a sales channel | 25% |
| Businesses who see websites primarily for credibility | 42% |
| Consumers who see websites primarily for credibility | 17% |
| Businesses using a .nz domain | 70% |
| Businesses agreeing .nz is more trustworthy (2025) | 74% |
| Businesses agreeing .nz is more trustworthy (2020) | 58% |
Source: InternetNZ “.nz Consumers and Businesses Research Summary 2025” — survey conducted July–August 2025, sample of 750 businesses and 500 consumers.
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 small business website in Auckland 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. For businesses on WordPress, we also offer ongoing support to keep your site secure and performing.
If you don’t have a website at all, now is the right time to close the gap highlighted in this research. See our website design process in Auckland to understand exactly what getting started looks like.
Get in touch if you want a clear, practical review of your current digital presence and a plan to improve it.
Frequently asked questions
What percentage of NZ businesses have a website?
According to InternetNZ research conducted July–August 2025 across 750 NZ businesses, only 53 percent of New Zealand businesses have a website. This figure has remained unchanged since 2022, despite 61 percent of businesses ranking a website as their most important digital tool.
Do NZ consumers trust .nz domains more than .com?
Yes. InternetNZ 2025 data shows 74 percent of NZ businesses agree that a .nz domain is more trustworthy, up from 58 percent in 2020. Seven out of ten NZ businesses with a website already use a .nz domain. For small businesses serving a local market, a .nz domain remains the strongest available trust signal.
How many NZ businesses use AI tools?
68 percent of New Zealand businesses now use some form of AI in their daily operations, according to the InternetNZ 2025 survey. Common uses include content creation, customer service chatbots, data analysis, and workflow automation. As AI-driven speed becomes the norm, customers increasingly expect the same level of responsiveness from every business website they visit.
How do NZ consumers view business websites compared to how businesses view them?
There is a significant perception gap. 52 percent of consumers see websites primarily as a sales channel, while only 25 percent of businesses do. Businesses tend to view their website mainly as a credibility or information tool — a mismatch that causes them to underinvest in e-commerce and transactional features their customers actually want.