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Free webinar: Inside global shopper trends

Join us on April 29 for a practical session exploring the data, trends and behaviours shaping cross-border eCommerce in 2026.

Know your shoppers

Sale-savvy Aussies are hunting for deals and adding to cart in record numbers. Unbox how the generations shopped and who’s leading the charge.

Millennials

$29.7b

Builders

$3.4b

Millennials were Australia’s top shoppers in 2025

Driven by a strong focus on convenience and value, this generation spent $29.7b online, up 13.1% year-on-year. And while Builders' spend lags behind younger generations at $3.4b, they saw the greatest spend growth - up 16.9% in 2025¹.

Woman with bright curly orange hair standing in a doorway holding two Australia Post Express boxes and smiling at the camera.

Almost 1 in 2 shop online weekly – or more

47% of Millennials are now buying online once a week or more, compared to an average of 35% across all shoppers². With such frequent use, look to retention strategies to build loyalty and keep first-time shoppers in your community.

81% shop around for deals

Today’s shoppers are value seekers – 8 in 10 hunt for the best deals online.
Marketplace apps (69%) are now almost as common as retailer websites (78%)³. Overall, shoppers are making 4 additional online purchases, compared to last year⁴.

Sources
1. CommBank iQ, 2025
2. Australia Post Omnibus Survey, November 2025
3. Australia Post eCommerce Report Survey, 2025
4. CommBank iQ transactions (2025) / ABS adult population estimates (FY25)

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Up next: Spending

Spending

Aussies were budget-conscious in 2025. Basket sizes shrunk, as we made smaller – but more frequent purchases. The result? Online spend jumped 14% YoY.

2025

$82.6b

2024

$72.5b

$82.6 billion total online spend

Australians spent a total of $82.6b online in 2025, up 14% YoY. 24% of all retail spend is now made online¹.

Graphic showing e‑commerce category spending with labeled boxes for Consumer Electronics, Food & Liquor, Fashion & Apparel, Online Marketplaces, and Home & Garden.

Online marketplaces outperformed all others

Shoppers spent $18.9b on online marketplaces last year, +13% YoY¹. Here’s how the top five categories performed. Unbox more insights in our 15 category reports.

28% of all Millennial spending is online

It’s the highest across the generations, but all Aussie shoppers moved more of their in-store spend online in 2025. Meanwhile, average basket sizes shrunk to $96¹. Leverage cross-sell opportunities or free shipping thresholds to encourage cart growth.

Sources
1. CommBank iQ, 2025

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Up next: Delivering big

Delivering big

As a nation, we headed online to shop in bigger numbers than ever before, with a new eCommerce participation record set in 2025.

82% of Australian households shopped online in 2025

That’s 9.8 million households – a new record. 41% of these are now shopping online at least fortnightly.

Two people transferring parcel boxes beside a red Australia Post van with its rear door open.

One QLD postcode topped deliveries in 2025

4350 - Toowoomba, QLD had the highest number of deliveries by volume, followed by Mackay, QLD and Point Cook, VIC. Overall, NSW was the highest spending state - $28.5B; accounting for 1 in every 3 dollars spent online¹.

7 in 10 shoppers prefer added choice at checkout

69% of shoppers want a range of delivery options at checkout, including out of home collections such as Parcel Lockers and returns. And 26% expect same or next-day delivery when things are urgent².

Sources
1. CommBank iQ, 2025
2. Australia Post Omnibus Survey, November 2025

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Up next: The future

The future

AI is reshaping how we shop - and it’s not just about discovery. Unbox insights into agentic commerce and how shoppers and businesses feel about this new tech.

62% of shoppers use AI

6 in 10 shoppers are comfortable using AI, and 32% are already using it for shopping advice. 1 in 2 people think we’ll all be using AI for online shopping in the future¹.

Person sitting on a couch in a living room, holding a smartphone.

With agentic commerce, agents will anticipate needs and complete purchases

It’s a move away from simply using AI for research and recommendations. And it’s a huge opportunity: the global projected agentic commerce revenue by 2030 is $5 trillion².

Businesses

44.0%

Shoppers

16.0%

Businesses are more on board than shoppers

44% of Australian businesses are advocates of agentic commerce, compared to only 16% of shoppers. 85% of businesses are taking steps to prepare for an agentic future. Food, fashion, then books & multimedia are the top categories shoppers would consider using an agent to purchase¹.

Sources
1. Australia Post eCommerce Report Survey, 2025
2. The agentic commerce opportunity, McKinsey, October 2025

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