online shopping Australia
Woman shopping online on tablet


Australians are shopping online more than ever and mainly from local retailers, with sales surging more than 11 per cent in the past year, according to new research from Australia Post.

The information comes from Australia Post’s second annual Inside Australian Online Shopping Report, released today, which provides an overview of ecommerce in Australia.

It draws on Australia Post and StarTrack delivery data, which includes deliveries of more than four billion items to 11.6 million addresses across the country annually.

The report showed online shopping sales were up 11.5 per cent in 2016 compared with 2015, with domestic retailers accounting for 79 per cent of the total online spend.

Australia Post’s general manager of ecommerce and international, Ben Franzi said Australians’ love of fashion and department/variety store items continued, with the two categories accounting for more than half of all online sales.

An increased demand for personalised goods was also evident, with the category growing 28.2 per cent.

Franzi said this increase reflects the trend of more online retailers offering shoppers the ability to co-design and add a personal touch to products including watches, handbags and other accessories.

According to Franzi, price, range and convenience are the three main reasons why consumers shop online, and why growth rates remain strong.

“Online shopping empowers people to shop at a time that suits them,” he said.

“Almost one third of all online purchases were made from 7pm-10pm, while 18 per cent were made from 2pm-5pm. Australians are increasingly using their smartphones to shop online, with purchases made from a mobile device growing 52 per cent.”

Point Cook in Victoria was the number one buying location for the second consecutive year, reporting 13.2 per cent growth, followed by Toowoomba in Queensland (7.6 per cent) and Liverpool in NSW (15 per cent).


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