Key findings, InternetNZ Research 2025 (750 businesses and 500 consumers):
- 53% of NZ businesses have a website, unchanged since 2022, so 47% do not
- 61% rank a website as the most important digital tool for business success
- 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 online sales as a main website benefit, compared with 35% of businesses
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 a website as the most important digital tool for business success, 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:
- Just over 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.
Businesses surveyed reported four changes in customer behaviour alongside greater AI use:
- Higher expectations for speed and efficiency
- Increased demand for personalised experiences
- More use of self-service tools
- More after-hours engagement
These are reported survey perceptions rather than a claim that every consumer now expects the same experience. They still point to a practical need for accurate information and clear self-service options.
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 AI can influence expectations around speed, self-service, and personalisation. A website gives a business a controlled place to provide accurate answers and define where human help is available.
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, a .nz domain can be one useful signal of local identity and trust. It does not replace clear ownership, accurate contact information, real evidence, or a reliable customer experience.
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 online sales as a main website benefit | 52% |
| Businesses who see online sales as a main website benefit | 35% |
| Businesses using a .nz domain | 70% |
| Businesses agreeing .nz is more trustworthy (2025) | 74% |
| Businesses agreeing .nz is more trustworthy (2020) | 58% |
Source: InternetNZ 2025 research page and .nz consumers and businesses summary report. The online survey ran from 31 July to 21 August 2025 and included 750 businesses and 500 consumers. InternetNZ reports margins of error of +/-3.6% and +/-4.4% respectively.
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 can bring detailed information, transactions, enquiries, and owned content together in one place. Social media, email, messaging, and a website each serve different roles. A modern small business website in Auckland backed by clear domain ownership can provide a stable foundation between those channels.
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 from 31 July to 21 August 2025 across 750 NZ businesses, 53 percent of New Zealand businesses have a website and 47 percent do not. Website adoption was unchanged from the 2022 survey, despite 61 percent ranking a website as the most important digital tool for business success.
Do NZ businesses see .nz domains as more trustworthy than other domains?
InternetNZ 2025 data shows 74 percent of businesses surveyed agree that .nz is more trustworthy than other domain names, up from 58 percent in 2020. Seven out of ten surveyed businesses with a website use a .nz domain. This statistic describes surveyed business perceptions; it does not mean a domain alone makes a website trustworthy.
How many NZ businesses use AI tools?
68 percent of businesses surveyed said they use AI. Reported uses included writing and grammar, content creation, data analysis, image or video generation, customer-facing websites and apps, and customer support. The survey does not establish that every business uses AI daily or that every consumer expects an AI experience.
How do NZ consumers view business websites compared to how businesses view them?
There is a clear perception gap in the survey. 52 percent of consumers selected online sales as a main website benefit, while 35 percent of businesses did. That does not mean every business should add ecommerce, but it is a useful prompt to check whether customers can complete the transaction or enquiry they expect.