Unbox eCommerce insights from now to next 

Driven by a strong focus on convenience and value, this generation spent $29.7b online, up 13.1% year-on-year. And while Builders' spend lags behind younger generations at $3.4b, they saw the greatest spend growth - up 16.9% in 2025¹.

Today’s shoppers are value seekers – 8 in 10 hunt for the best deals online.
Marketplace apps (69%) are now almost as common as retailer websites (78%)³. Overall, shoppers are making 4 additional online purchases, compared to last year⁴.

Australians spent a total of $82.6b online in 2025, up 14% YoY. 24% of all retail spend is now made online¹.

It’s the highest across the generations, but all Aussie shoppers moved more of their in-store spend online in 2025. Meanwhile, average basket sizes shrunk to $96¹. Leverage cross-sell opportunities or free shipping thresholds to encourage cart growth.

That’s 9.8 million households – a new record. 41% of these are now shopping online at least fortnightly.

69% of shoppers want a range of delivery options at checkout, including out of home collections such as Parcel Lockers and returns. And 26% expect same or next-day delivery when things are urgent².

6 in 10 shoppers are comfortable using AI, and 32% are already using it for shopping advice. 1 in 2 people think we’ll all be using AI for online shopping in the future¹.

44% of Australian businesses are advocates of agentic commerce, compared to only 16% of shoppers. 85% of businesses are taking steps to prepare for an agentic future. Food, fashion, then books & multimedia are the top categories shoppers would consider using an agent to purchase¹.