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Over 80% of Households Shopping Online

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By Published On: March 20, 20240 Comments

New research from Australia Post has revealed that ecommerce is booming with 82 percent of Australian households having shopped online in the past year.

The 2024 Inside Australian Online Shopping eCommerce Industry Report by Australia Post has revealed that 9.5 million Australian households spent a combined $63.6 billion on online shopping in 2023.

In the past year, Australians spent over $361 billion on retail goods. Online shopping now makes up 16.8 percent of that spend.

As financial pressures mount for many, the report identifies an emergence of the Strategic Shopper—a value driven consumer who is selective with what, where and how they spend their money. 

The amount of online shoppers has increased 1.4 percent year on year, yet the spend itself is down 1.2 percent. The number of sales have increased with shoppers buying more frequently and with smaller baskets. In 2023, shoppers had an average basket size of $98.10, down by 4.6 percent from last year.

The largest share of the $63.6 billion spend was in the home and garden category. $16 billion of the spend is attributed to this category, however it is down 7.6 percent from the prior year. Fashion similarly slipped by 8.7 percent to $9.6 billion.

Variety stores saw the biggest increase of 9.1 percent year on year, at $15.8 billion. Food and liquor accounted for $13.2 billion, growing 2.4 percent as online grocery shopping soared. 

Australia Post Executive General Manager Parcel, Post and eCommerce services Gary Starr said eCommerce has now established itself as the new normal in Australian retail and is an integral part of the overall retail experience.

“Australians are shopping online more often, with 1 in 7 households shopping weekly. While basket sizes were smaller this year, the increasing trend in repeat shopping highlights the reliance on eCommerce in everyday life. 9.5 million households received a parcel in 2023, that’s 8 in 10 households making an online purchase and over 1.5 million more Aussies shopping online compared to 2019.”

About the Author: Rosalea Catterson

Rosalea is the Editor of Power Retail. With a keen interest in consumer behaviour and tech, she covers everything ecommerce and hosts the Power Retail Power Talks Podcast.

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