The state of NZ
business websites
Live numbers pulled straight from the BusinessNZ directory — 7,738 listings across 16 regions and 12 categories.
Who's online, and who isn't
Based on every listing currently in the BusinessNZ directory.
7,738
Businesses listed
16
Regions covered
2
Verified listings
65% of listed businesses are missing out on customers who search online
We build mobile-first websites for BusinessNZ listings — so you're never part of the gap.
Get your own website with usWhere the website gap is widest
Regions and industries with the highest share of listings that have no website.
By region
- Northland89%
- Taranaki88%
- Gisborne87%
- Bay of Plenty84%
- Marlborough83%
By category
- Home & Garden75%
- Tourism & Accommodation74%
- Hospitality & Cafés72%
- Trades & Home Services65%
- Automotive65%
Regions and categories with fewer than 5 listings are excluded to keep percentages meaningful.
How that compares to official NZ research
Our directory numbers above are BusinessNZ's own data. These figures are independent, official research on the wider NZ business landscape — included for contrast, not calculated by us.
Market size
617,330
Enterprises in New Zealand as at February 2025, up 0.5% on the year before
Source: Stats NZ, New Zealand Business Demography Statistics, Feb 2025
654,460
Business locations nationwide
Source: Stats NZ, New Zealand Business Demography Statistics, Feb 2025
74%
Of enterprises have no paid employees — the small operators easy to overlook
Source: Stats NZ, New Zealand Business Demography Statistics, Feb 2025
35%
Of all business locations and employees are based in Auckland
Source: Stats NZ, New Zealand Business Demography Statistics, Feb 2025
The website gap, nationally
53%
Of New Zealand businesses have a website — unchanged since 2022
Source: InternetNZ Research, 2025
61%
Rank their website as their most important digital tool, yet fewer than that actually have one
Source: InternetNZ Research, 2025
Figures cited from Stats NZ's Business Demography Statistics and InternetNZ's research on business digital tools. Stats NZ typically refreshes its Business Demography release each October — check the original releases for the latest numbers.
Don't be part of the 65%
Get a mobile-first website built and connected to your BusinessNZ listing — so customers can find and trust you online.