7 eCommerce trends you can’t ignore from the Australia Post eCommerce Report 2026

Australia’s eCommerce market continues to grow - but the way shoppers discover, compare and buy online is changing fast. We unbox the biggest online shopping trends you need to know about, direct from the latest Australia Post eCommerce Report.

The Australia Post eCommerce Report 2026 reveals Aussie shoppers spent a record $82.6 billion online in 2025, jumping 14% year on year, with 9.8 million households shopping online1.

We’re also spending with more brands and on more occasions than the year before – but with a greater focus on value. Average basket sizes are now $10 less on average compared to 2020, and last year – all generations except Builders experienced shrinking basket sizes.

Beyond our buying behaviour, the report also reveals how the delivery experience, technology and value-driven shopping are impacting eCommerce.

Here are seven eCommerce business trends and actions you can’t afford to ignore this year - whether you’re small-to-medium eCommerce business, or one that’s already scaled.

1. Online shopping frequency is rising - but baskets are shrinking

Australians are shopping online more frequently, but with smaller basket sizes. Households now buy from an average of 16 different brands per year and are making four additional annual online purchases, compared to last year. The average basket size has shrunk to $96, though the report shows there is still great variation across the generations.

What it means for retailers

Shoppers are more selective, less loyal and increasingly value driven. Growth will come from customer acquisition and doing what you can to drive repeat purchases. Here’s what you can do:

• Reinforce value clearly at every point – price, savings, bundles.
• Reward frequency, not just spend.
• Use lifecycle offers to stay top of mind between purchases. Try tactics like sending discount offers to first-time buyers or content-led messaging to stay top of mind between purchases.

2. Delivery experience is now a growth lever, not a hygiene factor

Delivery directly influences where shoppers choose to buy. 73% of shoppers say a good delivery experience makes them more likely to shop online, 69% want a wide range of delivery options at checkout and 32% would switch retailers for out of home collection options, like Parcel Lockers.

As Jordan Berke, eCommerce expert and Founder & CEO of TOMORROW, explains:

“Markets with dense out of home networks see significant savings and convenience for both retailers and consumers - but only when those options are actively offered at checkout.”

What it means for retailers

Delivery choice and transparency are now part of the conversion decision, not just post-purchase satisfaction. Here’s what you can do to ensure a positive delivery experience that empowers shoppers and gives them the choice and convenience they expect:

• Don’t leave it until checkout - surface delivery options earlier, including on product pages.
• Offer flexible out of home options like delivery to Parcel Lockers, for convenient, accessible, round-the-clock collections.
• Balance speed with certainty – especially for high-value orders, by communicating fulfilment times and delivery dates clearly and transparently.

3. Content as a core ecommerce growth engine

Content is no longer a marketing add on - it’s a commercial advantage that drives demand and conversion. 60% of Aussie shoppers use social media for product discovery, and one in two have bought something after seeing it on their socials.

Says Berke: “An absolute theme for 2026 is content as a competitive advantage. Content-driven experiences are increasingly going to take share of customer spend. 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.”

Here’s how to act on this insight:

• Invest in shoppable and social first content.
• Trial emerging live shopping platforms like Whatnot or eBay live to drive demand in real-time.
• Partner with creators – but use them strategically. Focus on education and useful product tips or reviews, not just promotion.