Australians have delivered a record-breaking quarter for online shopping, spending $25 billion between July and September as cost-of-living pressures shift consumer habits ahead of the major end-of-year sales.
According to Australia Post’s latest Quarterly eCommerce Report, digital spending jumped 17% year-on-year. However, while more households are shopping online than ever before, individual basket sizes tell a story of cautious spending.
In Short
- Record Volumes: Digital spending jumped 17 per cent year-on-year to reach a record $25 billion between July and September.
- Thrifty Baskets: The average checkout value dropped 6.8 per cent to $90 as consumers favoured everyday essentials and small treats over big-ticket splurges.
- At-Home Entertainment: Hobbies, recreation, and food and liquor delivered the strongest category growth, reflecting a shift toward budget-friendly leisure.
- NSW at the Forefront: New South Wales residents led national purchase volumes ahead of major end-of-year sales events like Click Frenzy and Black Friday.
The average online checkout total dropped 6.8% compared to last year, falling to $90 as consumers prioritise small daily luxuries and essentials over high-ticket purchases.
Small Luxuries and At-Home Entertainment Lead Growth
Online Marketplaces remained Australia’s top-performing digital category, capturing $6.1 billion in total spend (up 20% year-on-year).
Category growth was driven heavily by lifestyle and social categories:
- Hobbies and Recreational Goods: Up 22%
- Food and Liquor: $5.3 billion spent (up 21% year-on-year)
- Fashion: $3.6 billion spent (up 11% year-on-year)
The sharp rise in hobbies, food, and beverage purchases highlights a growing appetite for at-home entertainment as households look for budget-friendly ways to unwind and socialise.
New South Wales residents led the country in overall online shopping volume, followed closely by Victoria and Queensland.
Value Driving Black Friday and Christmas Budgets
With Click Frenzy, Black Friday, and Christmas around the corner, nine out of ten shoppers surveyed plan to hunt for bargains during major retail sales.
Beyond price, customer experience is proving crucial for retailers. Three-quarters of online shoppers stated that a smooth, hassle-free returns process makes them far more likely to buy from a store again.
Australia Post General Manager Enterprise and Government, Chelsea O’Reilly, noted that logistics networks are ramping up capacity for an unprecedented delivery window.
Ms O’Reilly said. “We’ve been strengthening our network, investing in infrastructure, and bringing on thousands of additional team members to help keep parcels moving throughout our busiest time of year.”
