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Know your shoppers

Know your shoppers

Sale-savvy Aussies are hunting for deals and adding to cart in record numbers. Unbox how the generations shopped and who’s leading the charge.

$29.7b
$3.4b

Millennials were Australia’s top shoppers in 2025

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.

Woman with bright curly orange hair standing in a doorway holding two Australia Post Express boxes and smiling at the camera.

Almost 1 in 2 shop online weekly – or more

47% of Millennials are now buying online once a week or more, compared to an average of 35% across all shoppers2. With such frequent use, look to retention strategies to build loyalty and keep first-time shoppers in your community.

81% shop around for deals

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.

Sources
1. CommBank iQ, 2025
2. Australia Post Omnibus Survey, November 2025
3. Australia Post eCommerce Report Survey, 2025
4. CommBank iQ transactions (2025) / ABS adult population estimates (FY25)

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Up next:
Up next: Spending
Spending

Spending

Aussies were budget-conscious in 2025.  Basket sizes shrunk, as we made smaller – but more frequent purchases. The result? Online spend jumped 14% YoY. 

$82.6b
$72.5b

$82.6 billion total online spend 

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

Graphic showing e‑commerce category spending with labeled boxes for Consumer Electronics, Food & Liquor, Fashion & Apparel, Online Marketplaces, and Home & Garden.

Online marketplaces outperformed all others

Shoppers spent $18.9b on online marketplaces last year, +13% YoY1. Here’s how the top five categories performed. Unbox more insights in our 15 category reports.

28% of all Millennial spending is online 

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.

Sources
1. CommBank iQ, 2025

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Get all the delivery insights, spend and trend data in the full report

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Up next:
Up next: Delivering big
Delivering big icon

Delivering big

As a nation, we headed online to shop in bigger numbers than ever before, with a new eCommerce participation record set in 2025. 

82% of Australian households shopped online in 2025

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

Two people transferring parcel boxes beside a red Australia Post van with its rear door open.

One QLD postcode topped deliveries in 2025

4350 - Toowoomba, QLD had the highest number of deliveries by volume, followed by Mackay, QLD and Point Cook, VIC. Overall, NSW was the highest spending state - $28.5B; accounting for 1 in every 3 dollars spent online1.  

7 in 10 shoppers prefer added choice at checkout

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.

Sources
1. CommBank iQ, 2025
2. Australia Post Omnibus Survey, November 2025

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Get all the delivery insights, spend and trend data in the full report

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Up next:
Up next: The future
The future

The future

AI is reshaping how we shop - and it’s not just about discovery. Unbox insights into agentic commerce and how shoppers and businesses feel about this new tech.  

62% of shoppers use AI 

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.

Person sitting on a couch in a living room, holding a smartphone.

With agentic commerce, agents will anticipate needs and complete purchases

It’s a move away from simply using AI for research and recommendations. And it’s a huge opportunity: the global projected agentic commerce revenue by 2030 is $5 trillion2.

44.0%
16.0%

Businesses are more on board than shoppers  

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.  

Sources
1. Australia Post eCommerce Report Survey, 2025
2. The agentic commerce opportunity, McKinsey, October 2025

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Up next:
Up next: Know your shoppers

Australia Post acknowledges the Traditional Custodians of the land on which we operate, live and gather as ​a team. We recognise their continuing connection ​to land, water and community. We pay respect to Elders ​past, present and emerging.