Australia E-Commerce Market Size, Share Analysis and Forecast Report 2024-2032

Australia E-Commerce Market Trends

The Australia e-commerce market is thriving, driven by rising mobile shopping and increasing smartphone usage. Retailers enhance apps for convenience, while eco-conscious consumers demand sustainable products, prompting brands to adopt green practices. In October 2023, FedEx launched Picture Proof of Delivery (PPOD) for express residential deliveries, enhancing customer experience by providing a photo of the package's location upon delivery. This free service, accessible through tracking notifications, offers peace of mind to both merchants and consumers, supporting continued growth in the Australia e-commerce industry.

Personalised shopping experiences are on the rise, with retailers utilising data analytics and AI for tailored recommendations and promotions, enhancing engagement and conversions. The Australia e-commerce market dynamics and trends are influenced by the growth of social commerce as brands leverage social media for direct sales and community interaction. Furthermore, consumers increasingly expect quick delivery options, leading retailers to enhance logistics for same-day and next-day shipping, thereby boosting customer satisfaction.

Australia E-Commerce Market Growth

The Australia e-commerce market is rapidly growing due to several factors. Better internet access has made online shopping a necessity, and the growing use of mobile devices is encouraging retailers to improve mobile experiences. According to the ABS, as of January 2024, Australia had 25.21 million internet users when internet penetration stood at almost 95%. This is positively impacting the Australia e-commerce industry revenue.

Social commerce is thriving, with brands leveraging social media for direct sales. Sustainability is also a key focus, as eco-conscious shoppers seek greener products, influencing brand loyalty. Additionally, consumers expect fast delivery options, pushing retailers to improve logistics. Australia e-commerce market opportunities are expanding as diverse product offerings draw a wider audience, allowing retailers to meet various consumer needs and enhance their competitive edge.

Australia E-Commerce Market Insights

• The Australian Bureau of Statistics (ABS) indicated that in the 2020-21 period, the e-commerce retail sector accounted for 41.5% of the increase in the value added by digital activities in Australia.
• The ABS forecasts that Australia's e-commerce market will reach USD 37.10 billion by 2024, with an anticipated annual growth rate of 9.36% from 2024 to 2029.
• Industry reports suggest that e-commerce user penetration is expected to hit 65.3% in 2024, rising to 84.4% by 2029.

Industry News

April 2024

TikTok submitted a trademark application in Australia for TikTok Shop, indicating that the ByteDance-owned platform was preparing to launch its new e-commerce service locally. TikTok Shop allows businesses to promote their products, enhance their brand, and sell items directly to TikTok users within the app itself.

February 2024

Shopify introduced more than 100 new features to support Australian retailers, having reportedly powered 25% of commerce in the country. These updates aimed to help merchants attract more buyers, expand their customer base, and simplify operations, enhancing the shopping experience for retailers like JB HiFi, Culture Kings, and July.

Australia E-Commerce Market Drivers

Focus on Sustainability

The Australia e-commerce market is propelled by the growing demand for sustainable products among eco-conscious consumers. In turn, retailers are adopting more environmentally friendly practices, such as using eco-friendly packaging and sourcing products ethically. This transition not only aligns with consumer expectations but also builds brand loyalty among environmentally conscious shoppers. As sustainability increasingly becomes a fundamental value for many consumers, brands that prioritize eco-friendly initiatives are poised to stand out in a competitive landscape. This focus helps attract a loyal customer base dedicated to ethical consumption, contributing to the growth of the Australia e-commerce market. In August 2024, Australia Post was honoured with the 2024 Sustainable Packaging Design – E-Commerce Gold award at the Australasian Packaging and Innovation & Design (PIDA) Awards for its innovative Korrvu Retention range of wine boxes. This partnership with Sealed Air replaces traditional polystyrene with primarily corrugated cardboard, offering protection against damage while utilizing up to 50% recycled materials, thus enhancing the unboxing experience and promoting curbside recyclability.

Demand for Fast Delivery

The Australia e-commerce market is experiencing growth as consumers increasingly demand rapid delivery options, such as same-day and next-day services. This trend is prompting retailers to make substantial investments in logistics and fulfilment to improve customer satisfaction. Companies are implementing innovative strategies, such as establishing local distribution centres and forming partnerships with delivery services, to meet these expectations. The focus on fast delivery not only elevates the shopping experience but also promotes repeat purchases, which is essential for fostering customer loyalty in a competitive e-commerce market and boosting overall demand. In June 2024, Australia Post expanded its Australia Post Metro next-day delivery service to Adelaide, providing eligible retailers and customers with faster and more reliable online shopping experiences. This initiative responds to the growing trend of online shopping in Adelaide, where e-commerce has seen consistent year-on-year growth, with online purchases 15.2% higher than in 2019 and nearly 500,000 households shopping online last year.

Opportunities in the Australia E-Commerce Market

Integration of AI and Technology

The Australia e-commerce market is being transformed by the integration of artificial intelligence and advanced technologies. Retailers are leveraging AI to create personalized shopping experiences, utilize predictive analytics, and manage inventory more effectively. Chatbots and virtual assistants play a crucial role in enhancing customer service by offering instant support and tailored recommendations. These technological advancements enhance operational efficiency while also strengthening connections with consumers. As AI progresses, its impact on marketing strategies and user engagement is anticipated to increase, influencing the future of online retail, while also impacting the e-commerce demand growth. In July 2024, Hexaware introduced a generative AI application, the Gen AI App, available through AWS Marketplace. This tool helps retailers create product descriptions and enhance customer experience by automating content generation, improving visual merchandising, and optimizing SEO. By analysing uploaded images, the app automates product description creation, saving retailers time and resources, and streamlining inventory management with bulk image uploads while aligning product visuals with desired brand aesthetics.

Market Restraints

Key restraints in the Australia e-commerce market include logistical difficulties stemming from the country's large geographic area, resulting in increased delivery costs and times. Additionally, fierce competition from various local and international players can compress profit margins. Concerns regarding consumer trust related to security and product authenticity also pose significant challenges.

Additionally, navigating complex regulatory compliance and managing high return rates can be costly for retailers. Technological barriers may hinder some businesses from implementing advanced systems effectively. Finally, changing consumer preferences and economic factors, such as inflation, can impact sales and spending, presenting further challenges for Australia e-commerce market growth.

Australia E-Commerce Industry Segmentation

“Australia E-Commerce Market Report and Forecast 2024-2032” offers a detailed analysis of the market based on the following segments:

Market Breakup by Product Type

• Automotive
• Beauty and Personal Care
• Books and Stationery
• Consumer Electronics
• Home Appliances
• Clothing and Footwear
• Healthcare
• Others

Market Breakup by Model Type

• Business-to-Consumers
• Business-to-Business
• Consumers-to-Consumers

 Market Breakup by Region

• New South Wales
• Victoria
• Queensland
• Australian Capital Territory
• Western Australia
• Others

Australia E-Commerce Market Share

By Product Type Analysis

Automotive e-commerce provides key benefits, such as the convenience of shopping for vehicles, parts, and accessories from home. Consumers enjoy a wide selection for easy product comparison and price transparency, promoting competitive pricing. Comprehensive online listings provide essential information that helps consumers make informed decisions. Additionally, streamlined services such as financing options make the purchasing process easier, while targeted marketing through data analytics ensures that promotions effectively reach the appropriate audience, thereby boosting demand in the Australian e-commerce market. In March 2023, Nissan Australia announced plans for online sales, allowing new-car buyers to complete their purchases online, including trade-in valuations, enhancing the overall buying experience.

Beauty and personal care e-commerce offers unmatched convenience, allowing consumers to shop anytime and anywhere, significantly saving time compared to traditional retail, which is contributing to the growth of the Australia e-commerce market. The broad product selection includes niche and international brands not available in stores. Personalization through AI recommendations, customer reviews, exclusive online deals, and subscription services enhances the shopping experience. In March 2024, the premium skincare brand Medipledge debuted in Australia through both retail and online channels, specialising in post-laser skin barrier restoration, especially for Asian skin. The launch is supported by top aesthetic therapists and prominent local influencers.

Australia E-Commerce Market Regional Insights

According to the International Trade Administration, total retail spending in Australia reached USD 242 billion in 2022, reflecting a 9.2% increase from 2021. E-commerce made up 18% of this total, amounting to USD 45 billion, which represents a modest growth of 1.7% from the previous year. The e-commerce demand growth was fueled by the fact that 82% of households made online purchases in 2022, with the highest growth occurring among consumers in rural and remote areas.

According to the ABS, digital activity in the Australian economy was primarily driven by demand for support services (39.8%), e-commerce wholesale (22.9%), and telecommunications (18.4%) during 2021-2022. Digital activity increased by 8.6% ($10.9 billion) in this period, while the overall economic growth rate was 11.7%. Online shopping continued to rise, with retail e-commerce growing by 12.6% in 2021-22, significantly contributing to the growth of the Australia e-commerce industry as various sites employed data analytics and AI for personalized recommendations based on user preferences and shopping history.

Competitive Landscape

Australia e-commerce market key players include companies that operate platforms connecting millions of buyers and sellers. They offer a diverse array of products, such as electronics and groceries, and provide benefits like free shipping and exclusive deals, which help boost customer loyalty and drive repeat purchases.

Key Industry Players

Kogan Australia Pty Ltd: Established in 2006 and headquartered in Melbourne, is an online retailer specializing in consumer electronics, home goods, and personal products. Known for its competitive pricing and direct-to-consumer model, Kogan prioritizes customer satisfaction and offers innovative shopping experiences through its user-friendly platform.

Amazon.com Inc.: Founded in 1994 and based in Seattle, Amazon.com Inc. is a global e-commerce and technology leader that began as an online bookstore. It now offers millions of products, cloud services through AWS, and digital streaming. Amazon is renowned for its logistical innovations and customer-focused strategies that enhance shopping experiences.

Woolworths Group Limited: Established in 1924 and located in Bella Vista, Woolworths Group Limited is a top supermarket and grocery retailer in Australia. Offering a wide range of food, beverages, and household items, Woolworths is committed to quality and sustainability, operating both physical stores and an online shopping platform.

Coles Group Ltd.: Founded in 1914 and headquartered in Hawthorn East, is one of Australia’s largest supermarket chains. It provides groceries, fresh produce, and household goods. Focusing on quality and customer service, Coles offers both in-store and online shopping options, ensuring convenience and value for customers nationwide.

Other key players in the Australia e-commerce market report include Kmart Australia Limited, JB Hi-Fi Limited, ePharmacy Group Pty Ltd., Officeworks Ltd., Myer Pty Ltd., and Endeavour Group Limited among others.

Recent Development

August 2024

CIRRO E-Commerce, a prominent provider of e-commerce logistics solutions, launched its cross-border shipping services from Australia to various international destinations. The service featured an end-to-end management system overseeing the shipping process, ensured hassle-free customs clearance, and provided necessary IT support for seamless integration with customer systems.

May 2024

Rugby Australia formed a long-term e-commerce partnership with Fanatics, designating them as the official online store provider. This collaboration enabled fans of the Wallabies, Wallaroos, and Australian Super Rugby to purchase official merchandise. The partnership was set to last through significant upcoming rugby events, including the 2025 Women’s Rugby World Cup.