Australia’s eCommerce sector has reached a historic milestone, with Australians spending a record $69 billion online in the past year. This remarkable figure, reported in the 2025 Annual eCommerce Report by Australia Post, reflects the ongoing transformation of the retail landscape, as more shoppers move from physical stores to online platforms.
The pandemic has had a lasting effect on consumer behaviour, with 9.8 million Australian households shopping online in 2024—a 2.3% increase from the previous year.
Despite rising cost-of-living pressures, Australians continue to prioritise online shopping, though their average basket size has decreased, reflecting a more strategic approach to spending. Fashion, food, and online marketplaces remain the top categories, with a significant shift towards social commerce, particularly among Gen Z and Millennials, who are increasingly using social media for weekly purchases.
The report also highlights the growing influence of Gen Alpha, who, though not yet active shoppers themselves, are already shaping future retail trends with their significant impact on global spending.
Retailers are now facing the challenge of adapting to a digital-first shopping culture, where convenience, cost-effectiveness, and seamless online experiences are paramount.
Australia Post’s Gary Starr notes that frequent sales events are becoming ingrained in shopping habits, with many consumers waiting for discounts. This behaviour has prompted businesses to rethink loyalty strategies, leveraging subscriptions and rewards programs to foster long-term customer relationships.
The rise of online spending, driven by convenience and price sensitivity, signals a new era for Australian retail. Retailers who can adapt to these changes by embracing social commerce, enhancing online experiences, and offering strategic sales events will thrive in this rapidly evolving digital marketplace.
Cejay is a Content Producer for Supply Chain Channel, Australia's learning ecosystem created to fill the need for information, networking, case studies and empowerment for everyone in the supply chain sector.
