Australians spent a record $69 billion on online shopping in 2024, driven by a strong preference for sales and digital marketplaces, according to Australia Post’s 2025 Annual eCommerce Report.
Online marketplaces accounted for nearly $16 billion of total spending, followed by food and liquor at $13.6 billion and fashion and apparel at $9.6 billion. Millennials led the way, spending almost $25 billion, while Gen X spent $19 billion, Gen Z $12 billion, and Baby Boomers $10 billion. Overall, online spending grew by 12% compared to the previous year.
Regional residents contributed significantly to this increase, with a 2.9% rise in spending. Toowoomba and Mackay in Queensland and Point Cook in Victoria were the top online shopping locations. In contrast, spending in Sydney, Melbourne, and Canberra was more restrained due to high household debt, rising home prices, and concerns over interest rates, according to Commonwealth Bank senior economist Belinda Allen.
Despite record-breaking sales, basket sizes—the value of a single transaction—fell to a decade-low average of $95, down 2.1% from last year. Cost-of-living pressures led consumers to take advantage of major sales events, with Black Friday 2024 setting a new record of $2.2 billion in online spending.
“With inflation and cost-of-living concerns, Aussies are increasingly turning to sales events and loyalty programs to maximize their spending power,” said Australia Post’s Gary Starr. However, he noted that three-quarters of businesses worry frequent discounts are training consumers to only shop during sales. “But we have to embrace that Aussies love a bargain—strategic shopping is now the norm,” he added.
