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Australia's online shopping landscape witnessed significant growth in the online marketplaces segment in 2025, with a notable increase of ** percent compared to the previous year. Additionally, the books, stationery, and multimedia segment showed an increase of around ** percent. Across all other categories, online sales increased.

Maintaining momentum in Australia’s e-commerce market

Since 2021, Australia’s online retail market has been gradually expanding, accelerated by restrictions to in-store shopping throughout the pandemic. Now, the industry is tasked with maintaining online spending momentum through harnessing technologies, including artificial intelligence (AI), to foster consumer engagement through marketing techniques such as social media advertising. In 2025, total online spending on goods in Australia reached around ****billion Australian dollars. The online marketplaces category emerged as the leading segment for online spending in Australia, accounting for around ** percent of online expenditure that year.

Is Australia’s online marketplace landscape becoming more competitive?

From global marketplaces such as Amazon to local Australian retailers including Kmart and supermarket giants Coles and Woolworths, Australia’s online retail market offers diverse shopping options. In particular, online marketplaces have been a key contributor to the country’s e-commerce market expansion owing to their extensive product ranges, largely lower prices, and convenient shopping experiences. With a climbing number of site visits, Amazon emerged as the most popular online retailer or marketplace in Australia in 2025, followed closely by Coles, BIG W, and eBay. Nonetheless, new market entrant Temu, which entered the Australian market in early 2023, has been causing a stir due to its heavily discounted goods. The Chinese e-commerce platform has been attracting an average of **** million Australian shoppers per month, according to a survey conducted in June 2024.