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Home Innovation E commerce Australians Spend Record $69 B...
E commerce
Business Honor
19 March, 2025
Australians spent $69 billion online in 2024, driven by marketplaces, sales, and shifting shopping habits.
In 2024, Australians set records by spending a massive $69 billion on e-commerce, an increase of 12% compared to the year before, based on the Australia Post's 2025 Annual e-commerce Report. This growth was largely fueled by customers rushing to online stores, which accounted for almost $16 billion of that amount. Food and liquor came in second, with $13.6 billion, and fashion and clothing at $9.6 billion.
Millennials spent the most, spending close to $25 billion, followed by Gen X with $19 billion, Gen Z with $12 billion, and Baby Boomers with $10 billion. Regional areas like Toowoomba, Mackay, and Point Cook experienced the highest increase in online spending, while Sydney, Melbourne, and Canberra were more subdued, most likely due to higher household debt, rising housing costs, and a response to rising interest rates.
As online purchasing continues to increase, typical basket sizes have fallen to a ten-year low with average spend now standing at $95—2.1% below 2023. The fall is the effect of cost-of-living tensions, with Australians increasingly depending on sale occasions and benefit schemes to obtain the best worth for cash. Black Friday last year was one to remember, with a record $2.2 billion spent online over the shopping event.
Australia Post said the frequency of sales is what has made people assume discounts, and almost 75% of companies are worried the trend is making customers wait for the sales. As more shoppers become strategic, store owners will have to respond to these changes in shopper behavior, at the cost of promotional tactics and ecologically friendly solutions.