Australians spend $82.6 billion online as shopping habits shift toward frequency and value

Australians spent a record $82.6 billion online in 2025, up 14% year-on-year, according to the latest Australia Post eCommerce Report.

Online now accounts for 24% of total retail spend, with 9.8 million households shopping online over the year - equivalent to more than 80% of Australian households.

Shopping is also becoming more frequent. Around 41% of households shopped online at least fortnightly, with Australians making an average of four more online purchases compared to the previous year.

At the same time, basket sizes are shrinking. The average online transaction has fallen to $96 and is now around $10 lower than in 2020, as consumers spread spending across more brands and occasions.

Households now purchase from an average of 16 different retailers each year, reflecting a growing focus on value as shoppers compare prices more easily and wait for key sales events before buying.

Marketplaces continue to play a central role in that shift, with Australians spending $19 billion on platforms such as Amazon and Temu in 2025, accounting for 23% of total online spend. Category growth was broad-based, with books, stationery and multimedia leading at 24.1% growth, followed by department stores and consumer electronics.

Millennials remain the largest cohort of online spenders, contributing $29.7 billion, while older groups including Baby Boomers and Builders recorded some of the fastest growth rates.

The report also highlights uneven growth across the country, with mid-sized states outperforming larger markets.

Senior economist at CBA Ashwin Clarke said Western Australia and Queensland led spending growth in 2025, supported by strong income growth and resilient labour markets, while New South Wales and Victoria sat in the middle of the pack. Growth was weakest in the ACT and Northern Territory, reflecting softer economic conditions.

“Despite the strength in spending, consumers continued to concentrate their spending during sales events, like Black Friday and end of financial year, keeping competition in the retailing industry alive and well,” Clarke said.

Content is also emerging as a key driver of eCommerce growth, reshaping how consumers discover and purchase products.

Around 60% of Australian shoppers now use social media for product discovery, with one in two making a purchase after seeing a product on their feeds.

“An absolute theme for 2026 is content as a competitive advantage. Content-driven experiences are increasingly going to take share of customer spend,” said Jordan Berke, founder and CEO of TOMORROW.

“Whether it’s live selling or short-form videos, the ability to continuously generate compelling content and cut-through is as important as it’s ever been.”

The data lands as Australia Post ramps up brand investment, with the business recently launching its largest national campaign to date.

Developed with Droga5 ANZ, the campaign highlights the role Australia Post plays in connecting more than 2,600 postcodes across the country, using localised creative to showcase communities from remote regions to major urban centres.

Delivery is also emerging as a key competitive lever. Around 73% of shoppers said a good delivery experience makes them more likely to shop online, with speed, reliability and flexible options increasingly expected as standard.