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A survey conducted in the 12 months to July 2025 revealed that the most prevalent online retailer purchased from among Australian online shoppers was U.S. marketplace Amazon, with around ** percent of respondents reportedly purchasing from this shopping site in the past 12 months. Coles and BIG W followed at ** percent of surveyed online consumers, respectively. eBay fell in the ranking, with around ** percent of those surveyed shopping from the site that year.

Online marketplaces are flourishing

Online marketplaces in Australia have become increasingly popular in recent years. Australian consumers have been attracted to this retail format due to their wide range of products, convenience of use, and affordable prices. The dominance of global marketplaces, such as Amazon, is evident, with the brand appreciated by Australia’s shoppers due to advantages such as fast delivery, ease of purchase, and good quality products. However, it is worth noting that local Australian retailers have also made their mark, with discount department store chain Kmart and grocery giant Woolworths remaining popular among online shoppers. The continued growth of the e-commerce industry, consumer preference for convenient and diverse shopping options, and new market entrants like Temu help marketplaces remain a vital component of the Australian retail industry.

Online retail industry trends

The COVID-19 pandemic led to extensive limitations to Australia's in-store shopping in 2020 and 2021. As a result, the e-commerce market experienced significant expansion during this period, with an e-commerce growth rate of about **** percent in 2020 and around ** percent in 2021. Conversely, in 2022 and 2023, market growth slowed. Nonetheless, there were still observable, long-lasting changes to consumer behavior, as evidenced by the considerable number of customers who now actively engage in online buying activities. According to a July 2024 survey, about ** percent of Australians made at least one online purchase per week, while ** percent of internet shoppers made an online purchase at least once per month. As the market develops, it is expected that both domestic and foreign retailers will compete for a larger share of the growing online retail market in Australia.