Insights into the growth of Australian eCommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled


Australia is home to 24 million people with a total GDP of 1.2 trillion USD and is ranked as the 19th richest country, according to the World Bank GDP per capita rankings. Australia’s GDP per capita is currently 50,795 USD and expected to reach 57,913 USD by 2021.

Digital User Insights

There are currently 12.2 million eCommerce users in Australia, with an additional 2.15 million users expected to be shopping online by 2021. Four years from now, these 14.35 million eCommerce users will represent 59.79% of the total population, and will spend an average of 1076 USD online.

Dividing internet usage into age groups gives a better picture of the Australian eCommerce market –  99% of 16-24 year-olds, 95% of 25-34 year-olds, and 94% of 35-44 year-olds log on daily. The older generations also log on regularly with 45-54 year-olds and over 55s showing an 89% and 87% daily penetration rate, respectively.

Product Categories

Total Australian eCommerce revenue across all product categories is 10.5 billion USD, and is expected to grow to 15.4 billion USD by 2021. Fashion is currently the leading product category in Australia, accounting for 3.2 billion USD market share, followed by electronics, which generates 2.5 billion USD in sales.

By 2021, fashion will still be the most purchased online category, with a value of 5 billion USD, and second favorite, electronics, is expected to be worth 3.5 billion USD.


In 2016, Australia was ranked 19th in the World Bank Logistics ranking, above leading eCommerce markets such as China, India and Taiwan.

Preferred Online Payments

According to Adyen and Worldpay annual reports, 33% of Australian shoppers use Visa when shopping online, and a further 30% prefer PayPal. Mastercard is also a popular online payment method in Australia.

Where does Australia buy from?

China supplies Australia with 45 billion USD in imports – ranging from electronics to machinery to clothing. Australia’s other key import partners are the US (10.2 billion USD), Japan (14.4 billion USD), South Korea (10.1 billion USD) and Thailand (10.1 billion USD).

Internet and Device Usage

Internet penetration in Australia is currently 80.9%, and should reach 82.1% by 2021. Smartphone penetration is a little less (68.3%), but is projected to grow to 73.7% in the next four years.

80% of online shoppers in Australia shop online via desktop, a stark contrast to the amount of smartphone (10%) and tablet (7%) shoppers.


Total marketing spend in Australia has risen in recent years, as advertisers steadily invest more in digital advertising. In 2017, digital ad spend reached 4.7 billion USD.

Social Media

Australia’s social media penetration is 49.47%, a figure expected to increase to 50.23% by 2021, thanks to Facebook, YouTube, Messenger, Instagram and Twitter, which are the leading social networks.

For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets.