Ecommerce Facts and Figures in Australia

Mobile commerce and online shopper behaviour in Australia

General overview and facts and figures

This overview was first published in ‘eCommerce Insights and Trends Snapshot: Australia’, an eBook produced in association with our partner ACI Worldwide – and based on data from ACI Worldwide. Download your free copy of the eBook below to gain access to a comprehensive analysis of the insights that matter most when measuring the size and type of opportunities in the ecommerce market in Australia.

Australia has a rapidly growing ecommerce market, with online sales accounting for a larger share of overall retail sales each year, and with an expected year-on-year increase of 16.8% in 2023.

As a result, even though local brands have been presented with many opportunities and chances for growth, they also have faced various obstacles as local ecommerce grew strongly. This brought about an abrupt and lasting change in consumer behaviour, resulting in a shift in how shoppers buy and pay for their purchases. They are more accustomed to buying products online from a wider range of retailers and categories, and now, more than ever before, retailers must find ways to streamline the online shopping experience in order to remain competitive in the market.

Total population 

25.77 million (2021)

Age breakdown 

• 0-14: 2015 – 18.9%, 2025 – 18.2% 

• 15-64: 2015 – 66.5%, 2025 – 64.6% 

• 65 and above: 2015 – 14.7%, 2025 – 17.3% 

Internet penetration (internet users % of total population) 

92% (2022)

Internet banking penetration (% aged 16+) 

73.08% (2018)

Banked population (% aged 15+) 

100%

Mobile penetration (per 100 persons) 

104.9 (2022)

Smartphone penetration by age group 

• 18-24: 99% 

• 25-29: 99% 

• 30-39: 98% 

• 40-49: 98% 

• 50-62: 95% 

• 65-74: 90% 

• 75+: 84% 

Ecommerce value 

USD 43 billion by 2023 (expected)