eCommerce Market Update

Highlights from 2017

Last year was huge for online shopping with Australians spending AUD$21.3 billion on physical goods. This update provides insights into the growth and opportunities in and beyond Australia.

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Online shopping is the new norm

2017 brought unprecedented growth in online shopping – almost double the figure seen in 2016 (11.5%).


growth in 2017

Mobile eCommerce website

Online shopping events are
driving increased sales

May and November achieved some of the best month-on-month
growth – fuelled by online shopping events.

Fashion purchases bar graph Percentage increase in Fashion purchases in 2017

Key online shopping events

  • May
    Click Frenzy Mayhem
  • November
    Singles' Day, Click Frenzy,
    Black Friday, Cyber Monday
  • December
    Boxing Day

What are people buying online?

With four consecutive years of double-digit growth, Fashion is a
key category for online shopping.

Percentage increase in Fashion purchases

 Percentage increase in Fashion purchases in 2016
Percentage increase in Fashion purchases in 2017

Where are people buying
in Australia?

Online shopping is becoming more popular across the eastern seaboard states of Australia. Queensland led this growth, overtaking traditional online shopping powerhouses like New South Wales and Victoria.

  • Online purchase growth in 2017


What's the opportunity
beyond Australia?

The global eCommerce market for physical goods was worth USD$1.57 trillion in 2017.
It's forecast to grow by 19% in 2018 and reach over USD$2 trillion by 2019.

$1.07 tn

Global eCommerce market value for physical goods in 2015 2015

$1.57 tn

Global eCommerce market value for physical goods in 2017 2017

$2.16 tn

Forecast global eCommerce market value for physical goods in 2019 2019

What are people buying online?

Opportunity value
USD$499.1+ billion
  • Top selling eCommerce products
    Demographic Icon
    Health products and Cosmetics
  • Top performing marketplaces
    Tmall, and

Insights to help take your business further

The 2018 Inside Australian Online Shopping report will be released soon. In the meantime, get in touch for data-led insights that are tailored to your business.

Contact us at


This information has been prepared by Australia Post using a subset of deliveries in the 12 months to December 2017, compared to the same period the previous year, unless otherwise stated. Percentage growth and share are based on transactions.

Global eCommerce figures are sourced from Euromonitor International and country opportunity from

While every effort has been made to ensure the accuracy at the time of publication, Australia Post takes no responsibility for any errors or omissions herein. Australia Post does not accept any liability for any loss or damage incurred by any use of or reliance on any information contained here.