Top 10 Essential Facts About Australian Ecommerce

In 2024, Landmark Global estimates that the e-commerce market in Australia reached roughly A$69 billion, a clear sign that online shopping is now deeply embedded in everyday Australian life. 
What’s remarkable is not just the size of the market, but the way consumer habits, cross-border shopping, delivery expectations and sustainability concerns are reshaping how Australians buy online.

For any retailer, logistic operator or international brand looking at Australia, these are the 10 essential facts to understand today’s market dynamics.

1. The Australian e-commerce market is worth about A$69 billion in 2024

After a period of “normalisation,” Australia’s online retail sector has bounced back: according to Landmark Global’s 2025 country factsheet, total ecommerce value in 2024 reached ~A$69 billion. 

That signal of growth comes even in a challenging economic context, showing that for many Australians, online shopping remains a go-to.

2. Roughly 18 million Australians are online shoppers

The factsheet reports about 18 million online shoppers in Australia. 
That’s a huge base: for any brand or marketplace, tapping into this pool means considerable potential, but also competition.

3. Average yearly spend per shopper is around A$4,040

On average, each online shopper in Australia spends about A$4,040 per year, per the 2025 factsheet. 

This helps frame expectations for customer value though “average” always hides a wide variability (high-frequency buyers vs. occasional browsers).

4. Cross-border commerce accounts for ~20% of total ecommerce

About 20% of Australian ecommerce in 2024 came from cross-border purchases, underlining how international marketplaces continue to play a big role in the ecosystem. 

For global sellers, that share is significant, but means navigating customs, shipping costs, returns and customer expectations carefully.

5. The top origins for cross-border orders: China and US (then UK, NZ, Japan)

The factsheet shows that in 2024, China (51%) and USA (47%) remained the leading cross-border sources for Australian shoppers. 
The next top origins: UK (28%), New Zealand (12%) and Japan (8%). 
That trend helps explain why marketplaces from China and the U.S. still dominate parts of Australian ecommerce.

6. Clothing and footwear dominate cross-border purchases (36%)

Among cross-border orders, clothing and footwear is by far the leading category (36 %). Other important categories: consumer electronics (17 %), sport/leisure/hobby goods (15 %), personal care/beauty (14 %), books/media (14 %), toys (12 %). So while fashion leads, demand is quite diversified — presenting opportunity for niche vendors beyond apparel.

7. Most parcels are light: mid-weight (0.6–2 kg) and under 0.5 kg prevail

47% of cross-border parcels weigh between 0.6–2 kg and 41% weigh under 0.5 kg. Heavier parcels (2.1–5 kg or over 5 kg) are rare. 

This has practical consequences: light parcels mean lower shipping costs, but also make duties, shipping fees and unit economics highly sensitive.

8. Mobile overtook desktop: smartphones now drive 47% of online shopping sessions

Smartphones are now the preferred purchase device: about 47% of online shoppers in Australia buy via smartphone. Desktop (laptop + desktop) use declined accordingly. For retailers, this means mobile-first optimization (site design, checkout flow, payments) is no longer optional.

9. Delivery experience and transparency matter more than speed alone

For 2024, the top delivery expectation among Australian shoppers was pre-purchase clarity about delivery charges (66%), more important than just fast shipping. 

Other high priorities: trustworthy courier, free delivery thresholds, easy returns, low customs duties, fast customs clearance. That underscores how crucial transparency and reliability have become for conversion and customer satisfaction in Australia.

10. Sustainability and tracking: rising in importance

Environmental awareness is growing: many Australians now prefer recycled or minimal packaging and are open to slower deliveries if it reduces environmental impact. Additionally, 84% of Australian shoppers track their parcels. 

For ecommerce businesses, that means offering recyclable packaging plus end-to-end tracking isn’t a “nice-to-have”, it’s increasingly expected.

Takeaways for retailers, logistics players and brands:

• Build with convenience, transparency and flexibility in mind. Free delivery thresholds, clear shipping and return policies, trackable parcels and pick-up points will influence conversion and loyalty.
• Invest in mobile-first UX + digital wallets. Smartphone shopping and wallet payments are now standard; sub-optimal mobile checkout risks losing a large share of customers.
• Leverage marketplaces but don’t ignore brand presence. Marketplaces dominate, yet brand value, curated experience and reliable logistics still matter, especially for sustainable or premium positioning.
• Prepare for evolving expectations around sustainability, second-hand markets and omnichannel fulfilment. As younger shoppers increasingly value eco-consciousness and flexible delivery/return formats, becoming “future-ready” means adapting operations accordingly.
• Treat Australia as a mature but still growing ecommerce market. With stable high online spend, cross-generational adoption and evolving habits, it’s no longer about weathering the post-pandemic boom but bout competing for long-term digital shopper loyalty.