# Australian Online Retail: The Latest Data & Statistics

- URL: https://loxoliving.com/blogs/inspiration/australian-online-retail-the-latest-data-statistics
- Blog: Inspiration (https://loxoliving.com/blogs/inspiration)
- Author: Luxo Living
- Published: 2026-04-28

Updated October 2026 with the latest Reserve Bank of Australia payments data (released 7 October 2026).

Online card spending at Australian merchants hit $504.4 billion in the year to August 2026, 46.8% of the value of all card spending, according to Reserve Bank of Australia (RBA) data. Plus new survey data: two in three Australians (66.3%) wait for sales to buy furniture online (Luxo Living survey of 1,002 Australians, conducted by Primara Research, March 2026).

This page brings together the RBA figures, our furniture survey and the latest Australia Post and Australian Bureau of Statistics (ABS) data on online shopping in Australia.

Table of Contents
- Australian Online Retail Statistics at a Glance
- How Do Australians Shop for Furniture Online? (Luxo Living Survey 2026)
- How Are Online Card Payments Changing in Australia?
- How Many Online Payments Are Made With Mobile Wallets?
- How Much Do Australians Spend Shopping Online?
- Which Generation Shops Online Most Often in Australia?
- What Is the Average Online Transaction Value in Australia?
- What Are the Most Popular Online Shopping Categories in Australia?
- How Do Black Friday and Sales Events Affect Australian Online Shopping?
- How Do Australians Use Social Media for Shopping?
- What Furniture Terms Do Australians Search for Online?
- How Big Is Australia's Furniture Retail Industry?
- Frequently Asked Questions
- Methodology and Sources

## Australian Online Retail Statistics at a Glance

✅ Two thirds of Australians (66.3%) wait for sales before buying furniture online, and one third of 25-34 year olds (33%) always do (Luxo Living survey, March 2026).

✅ Free delivery is the most commonly cited factor when Australians shop online for furniture, chosen by 78.5% of respondents (Luxo Living survey, March 2026).

✅ Online card payments at Australian merchants reached $504.4 billion in the year to August 2026, up 11.3%, and made up 46.8% of the value of all card transactions (RBA, 2026).

✅ Mobile wallets such as Apple Pay and Google Pay made up 22.2% of online card spending in the year to August 2026, and passed a quarter (25.1%) for the first time in August 2026 (RBA, 2026).

✅ Australians spent a record $82.6 billion online in 2025, up 14% on 2024, and online shopping made up 24% of total retail spending (Australia Post, 2026).

✅ A record 9.8 million Australian households, or 82% of all households, shopped online in 2025, up 0.7% on 2024 (Australia Post, 2026).

✅ The average online transaction was $96 in 2025, down 0.4% on 2024 (Australia Post, 2026).

✅ 47% of Millennials and 44% of Gen Z shopped online at least weekly in 2025 (Australia Post, 2026).

✅ 73% of Australian shoppers wait for sales events before buying, and 81% shop around for the best deal (Australia Post, 2026).

✅ 60% of Australian shoppers use social media to discover products, and one in two has bought something after seeing it on social media (Australia Post, 2026).

## How Do Australians Shop for Furniture Online? (Luxo Living Survey 2026)

Luxo Living surveyed 1,002 Australians about how they research and buy furniture online. The survey was conducted by Primara Research in March 2026. See Methodology and Sources for details. Results for respondents aged 85-90 are not shown in the tables on this page because of the small sample in that group.

### How Many Australians Wait for Sales to Buy Furniture Online?

Two thirds of Australians (66.3%) wait for sales before buying furniture online, according to the Luxo Living survey. 16.8% always wait for a sale before buying furniture, and 49.5% wait some of the time.
- Source: Luxo Living survey of 1,002 Australians, conducted by Primara Research, March 2026

### How Does Age Affect Waiting for Furniture Sales?

Younger Australians are the most likely to wait for furniture sales. 95% of 18-24 year olds wait for a sale at least some of the time, and 25-34 year olds are the most likely to always wait (33%). Waiting falls with age: 47% of 55-64 year olds and 73% of 75-84 year olds never wait for a sale before buying furniture online.

  95% of 18 to 24 year olds wait for a sale to buy furniture online, while 73% of 75 to 84 year olds never do

  Whether shoppers wait for sales such as Black Friday or Click Frenzy: always, sometimes or never, by age.

      All answers
      Always
      Sometimes
      Never

AlwaysSometimesNever

18-24
31%64%5%

25-34
33%58%8%

35-44
21%66%12%

45-54
16%57%26%

55-64
9%44%47%

65-74
7%33%60%

75-84
7%20%73%

18-24
31%

25-34
33%

35-44
21%

45-54
16%

55-64
9%

65-74
7%

75-84
7%

18-24
64%

25-34
58%

35-44
66%

45-54
57%

55-64
44%

65-74
33%

75-84
20%

18-24
5%

25-34
8%

35-44
12%

45-54
26%

55-64
47%

65-74
60%

75-84
73%

    Source: Luxo Living survey of 1,002 Australians, conducted by Primara Research, March 2026.

    Analysis: Primara Research for Luxo Living

View the data

Whether Australians wait for sales to buy furniture online, by age (Source: Luxo Living survey of 1,002 Australians, conducted by Primara Research, March 2026)

Age group
Always wait
Sometimes wait
Never wait

18-24
31%
64%
5%

25-34
33%
58%
8%

35-44
21%
66%
12%

45-54
16%
57%
26%

55-64
9%
44%
47%

65-74
7%
33%
60%

75-84
7%
20%
73%
- Source: Luxo Living survey of 1,002 Australians, conducted by Primara Research, March 2026

### What Matters Most When Australians Shop Online for Furniture?

Free delivery is the most commonly cited factor when Australians shop online for furniture, chosen by 78.5% of respondents. A discounted price (67.5%) and being able to see the furniture in store (50.0%) follow. Respondents could choose more than one factor.

  Free delivery sways almost four in five online shoppers, more than a discount does

  Share of Australians who say each factor influences what they buy online. More than one could be chosen.

Free delivery
78.5%

Discounted price
67.5%

Seeing the furniture in store
50.0%

Ready to ship
37.6%

A return location
32.6%

Pickup in person
17.3%

None of the above
3.9%

    Source: Luxo Living survey of 1,002 Australians, conducted by Primara Research, March 2026.

    Analysis: Primara Research for Luxo Living

View the data

Factors cited when shopping online for furniture; respondents could choose more than one (Source: Luxo Living survey of 1,002 Australians, conducted by Primara Research, March 2026)

Factor
Share of Australians

Free delivery
78.5%

Discounted price
67.5%

Seeing the furniture in store
50.0%

Ready to ship
37.6%

A return location
32.6%

Pickup in person
17.3%

None of the above
3.9%
- Source: Luxo Living survey of 1,002 Australians, conducted by Primara Research, March 2026

### How Do Australians Search for Furniture Online?

When shopping for furniture online, 42.5% of Australians start by searching for a retailer, 40.8% for a product category such as "dining table", and 16.7% for a specific brand. In every furniture category, 25-34 year olds are more likely than average to search by brand: 25% to 35% of them do, while the all-ages average is no higher than 19.3% in any category.
- Source: Luxo Living survey of 1,002 Australians, conducted by Primara Research, March 2026

### Which Furniture Categories Are Most Research-Intensive?

Saunas and ice baths have the highest share of category searches (49.3%), followed by baby and kids furniture (43.8%). Bedroom furniture has the highest share of brand searches (19.3%).

  Younger shoppers are three times as likely to search for furniture by brand, while older shoppers go straight to the retailer

  How shoppers would search online: by brand, retailer or category, by age.

      Outdoor Furniture
      Bedroom
      Living Room
      Dining & Kitchen
      Baby & Kids
      Saunas & Ice Baths

      All answers
      By brand
      By retailer
      By category

By brandBy retailerBy category

0%

20%

40%

60%

80%

24%38%38%

32%33%35%

19%39%42%

14%47%38%

12%39%50%

11%49%40%

8%53%39%

18-2425-3435-4445-5455-6465-7475-84

0%

20%

40%

60%

80%

17%38%45%

31%33%37%

24%32%43%

14%46%40%

12%41%47%

19%43%37%

16%52%32%

18-2425-3435-4445-5455-6465-7475-84

0%

20%

40%

60%

80%

19%36%45%

25%35%40%

19%39%42%

13%44%43%

12%42%46%

9%47%43%

9%55%36%

18-2425-3435-4445-5455-6465-7475-84

0%

20%

40%

60%

80%

22%33%45%

28%30%42%

21%36%43%

13%46%42%

12%41%47%

10%49%41%

9%50%41%

18-2425-3435-4445-5455-6465-7475-84

0%

20%

40%

60%

80%

38%31%31%

35%29%35%

20%29%51%

12%41%47%

11%42%48%

11%47%43%

10%51%39%

18-2425-3435-4445-5455-6465-7475-84

0%

20%

40%

60%

80%

28%31%41%

27%32%41%

21%24%55%

15%38%47%

12%33%55%

12%36%51%

10%46%44%

18-2425-3435-4445-5455-6465-7475-84

    Source: Luxo Living survey of 1,002 Australians, conducted by Primara Research, March 2026.

    Analysis: Primara Research for Luxo Living

View the data

Outdoor furniture: how Australians search online, by age (Source: Luxo Living survey of 1,002 Australians, conducted by Primara Research, March 2026)

Age group
By brand
By retailer
By category

18-24
24%
38%
38%

25-34
32%
33%
35%

35-44
19%
39%
42%

45-54
14%
47%
38%

55-64
12%
39%
50%

65-74
11%
49%
40%

75-84
8%
53%
39%

Bedroom: how Australians search online, by age (Source: Luxo Living survey of 1,002 Australians, conducted by Primara Research, March 2026)

Age group
By brand
By retailer
By category

18-24
17%
38%
45%

25-34
31%
33%
37%

35-44
24%
32%
43%

45-54
14%
46%
40%

55-64
12%
41%
47%

65-74
19%
43%
37%

75-84
16%
52%
32%

Living room: how Australians search online, by age (Source: Luxo Living survey of 1,002 Australians, conducted by Primara Research, March 2026)

Age group
By brand
By retailer
By category

18-24
19%
36%
45%

25-34
25%
35%
40%

35-44
19%
39%
42%

45-54
13%
44%
43%

55-64
12%
42%
46%

65-74
9%
47%
43%

75-84
9%
55%
36%

Dining & kitchen: how Australians search online, by age (Source: Luxo Living survey of 1,002 Australians, conducted by Primara Research, March 2026)

Age group
By brand
By retailer
By category

18-24
22%
33%
45%

25-34
28%
30%
42%

35-44
21%
36%
43%

45-54
13%
46%
42%

55-64
12%
41%
47%

65-74
10%
49%
41%

75-84
9%
50%
41%

Baby & kids: how Australians search online, by age (Source: Luxo Living survey of 1,002 Australians, conducted by Primara Research, March 2026)

Age group
By brand
By retailer
By category

18-24
38%
31%
31%

25-34
35%
29%
35%

35-44
20%
29%
51%

45-54
12%
41%
47%

55-64
11%
42%
48%

65-74
11%
47%
43%

75-84
10%
51%
39%

Saunas & ice baths: how Australians search online, by age (Source: Luxo Living survey of 1,002 Australians, conducted by Primara Research, March 2026)

Age group
By brand
By retailer
By category

18-24
28%
31%
41%

25-34
27%
32%
41%

35-44
21%
24%
55%

45-54
15%
38%
47%

55-64
12%
33%
55%

65-74
12%
36%
51%

75-84
10%
46%
44%
- Source: Luxo Living survey of 1,002 Australians, conducted by Primara Research, March 2026

## How Are Online Card Payments Changing in Australia?

Online card payments now make up almost half (46.8%) of the value of card transactions at Australian merchants, and mobile wallets account for a growing share of them (RBA, year to August 2026).

### Why Are Online Card Payments Larger Than Online Retail Spending?

Online card payments include bills and subscriptions, such as electricity, phone, internet and streaming services, as well as online shopping. That is why online card payments ($504.4 billion in the year to August 2026) are much larger than the online retail market ($82.6 billion in 2025). The RBA figures also include payments made with overseas-issued cards at Australian merchants, and exclude Australians buying from overseas websites.

### How Much Is Spent Online by Card in Australia?

Online and remote card payments reached $504.4 billion in the year to August 2026, the largest 12-month total since the RBA began collecting the data in 2008. That was 11.3% more than the year before, almost three times the growth in in-store card spending (3.9%, to $574.0 billion). Online now makes up 46.8% of the value of all card transactions at Australian merchants, up from 20.8% in the year to August 2009, and in August 2026 alone it reached 48.2%. The online total has grown more than sevenfold since the year to August 2009 ($67.9 billion) and has more than doubled since the year to August 2019, when it stood at $213.6 billion.
- Source: Reserve Bank of Australia, Retail Payments Statistics, Tables C1.1 and C2.1, October 2026

  Online now makes up almost half of all card spending at Australian merchants

  Online card spending each year (bars) and its share of all card spending (line), years to August.

    $0b0%$100b10%$200b20%$300b30%$400b40%$500b50%$600b60%Year to August 2009: $67.9b online, 20.8% of card spending2009Year to August 2010: $70.4b online, 20.1% of card spending2010Year to August 2011: $73.9b online, 19.5% of card spending2011Year to August 2012: $80.0b online, 19.7% of card spending2012Year to August 2013: $88.8b online, 20.7% of card spending2013Year to August 2014: $96.3b online, 21.0% of card spending2014Year to August 2015: $106.6b online, 21.5% of card spending2015Year to August 2016: $127.1b online, 23.8% of card spending2016Year to August 2017: $144.1b online, 25.2% of card spending2017Year to August 2018: $174.4b online, 28.4% of card spending2018Year to August 2019: $213.6b online, 32.9% of card spending2019Year to August 2020: $218.7b online, 33.6% of card spending2020Year to August 2021: $227.6b online, 34.4% of card spending2021Year to August 2022: $236.7b online, 34.6% of card spending2022Year to August 2023: $324.6b online, 38.2% of card spending2023Year to August 2024: $363.0b online, 40.4% of card spending2024Year to August 2025: $453.0b online, 45.1% of card spending2025Year to August 2026: $504.4b online, 46.8% of card spending2026$67.9b$504.4b20.8%32.9%46.8%

    Source: Reserve Bank of Australia, Retail Payments Statistics, Tables C1.1 and C2.1, October 2026.
Online = device not present; in-store = device present. Series breaks in October 2022 and October 2024.

    Analysis: Primara Research for Luxo Living

View the data

Online vs in-store card spending at Australian merchants, 12 months to August of each year (Source: Reserve Bank of Australia, Retail Payments Statistics, Tables C1.1 and C2.1, October 2026). Reporting changes in October 2022 and October 2024 added transactions that were not previously captured, so part of the rise in the years to August 2023 and August 2025 reflects those changes rather than real growth.

Year to August
Online
In-store
Online share

2009
$67.9b
$258.4b
20.8%

2010
$70.4b
$280.4b
20.1%

2011
$73.9b
$304.7b
19.5%

2012
$80.0b
$326.2b
19.7%

2013
$88.8b
$339.2b
20.7%

2014
$96.3b
$362.4b
21.0%

2015
$106.6b
$390.2b
21.5%

2016
$127.1b
$407.9b
23.8%

2017
$144.1b
$428.2b
25.2%

2018
$174.4b
$440.4b
28.4%

2019
$213.6b
$436.2b
32.9%

2020
$218.7b
$432.9b
33.6%

2021
$227.6b
$433.8b
34.4%

2022
$236.7b
$446.7b
34.6%

2023
$324.6b
$526.1b
38.2%

2024
$363.0b
$534.7b
40.4%

2025
$453.0b
$552.4b
45.1%

2026
$504.4b
$574.0b
46.8%

### Do Online Shoppers Use Credit or Debit Cards?

Online spending is now split almost evenly between card types: $256.3 billion on credit and charge cards (up 9.8%) and $248.1 billion on debit cards (up 12.9%) in the year to August 2026. Debit's faster growth reflects the steady move away from credit cards in Australian payments, which has already happened in store and is now carrying through to online.
- Source: Reserve Bank of Australia, Retail Payments Statistics, Tables C1.1 and C2.1, October 2026

  Online spending is now split almost evenly between credit and debit

  Online card spending by card type, year to August 2026, with growth on the year before.

+9.8% on the year$256.3b

+12.9% on the year$248.1b

Credit and chargeDebit

    Debit is growing faster online, following the shift away from credit already seen in store.

    Source: Reserve Bank of Australia, Retail Payments Statistics, Tables C1.1 and C2.1, October 2026.

    Analysis: Primara Research for Luxo Living

View the data

Online card spending at Australian merchants by card type, 12 months to August of each year (Source: Reserve Bank of Australia, Retail Payments Statistics, Tables C1.1 and C2.1, October 2026). Reporting changes in October 2022 and October 2024 added transactions that were not previously captured, so part of the rise in the years to August 2023 and August 2025 reflects those changes rather than real growth.

Year to August
Credit and charge cards
Debit cards
Credit share

2009
$60.2b
$7.8b
88.6%

2010
$60.4b
$10.0b
85.8%

2011
$61.5b
$12.3b
83.3%

2012
$64.5b
$15.5b
80.6%

2013
$69.4b
$19.4b
78.1%

2014
$73.5b
$22.8b
76.3%

2015
$78.9b
$27.7b
74.0%

2016
$91.5b
$35.5b
72.0%

2017
$100.9b
$43.2b
70.0%

2018
$120.7b
$53.6b
69.2%

2019
$147.0b
$66.6b
68.8%

2020
$137.3b
$81.3b
62.8%

2021
$131.9b
$95.7b
58.0%

2022
$141.4b
$95.3b
59.7%

2023
$182.9b
$141.7b
56.3%

2024
$200.6b
$162.5b
55.2%

2025
$233.3b
$219.7b
51.5%

2026
$256.3b
$248.1b
50.8%

### How Much Do Card Fees Cost Online Retailers?

Online card payments generally cost merchants about the same or less in fees than in-store payments, according to RBA data for the June quarter 2026. A Visa debit payment cost merchants an average of 0.44% online, compared with 0.52% in store. Mastercard credit was the exception, at 0.88% online and 0.87% in store.

Average total merchant fees, domestic cards, June quarter 2026 (per cent of purchase value)

Card type
Online
In store

Visa debit
0.44%
0.52%

Mastercard debit
0.54%
0.54%

Visa credit
0.82%
0.89%

Mastercard credit
0.88%
0.87%

Credit cards cost merchants up to about twice as much as debit cards. On a $2,000 furniture purchase, the average fee is about $8.80 on a Visa debit card online, compared with $17.60 on a Mastercard credit card online. Average online fees rose slightly for all four card types over the year to June 2026.

These are averages across all merchants; larger merchants tend to pay less. eftpos online fees are not published.
- Source: Reserve Bank of Australia, Table C3: Average Merchant Fees for Debit, Credit and Charge Cards, June quarter 2026 (released 7 August 2026)

## How Many Online Payments Are Made With Mobile Wallets?

Mobile wallets such as Apple Pay and Google Pay made up 22.2% of online card spending at Australian merchants in the year to August 2026, or $111.9 billion, up from 17.3% in the 12 months to September 2025, and they are driving most of the growth in online spending. In August 2026, mobile wallets passed a quarter of online spending (25.1%) for the first time, up from 19.4% a year earlier.

Credit cards account for most online wallet spending ($71.2 billion against $40.6 billion on debit), but debit is catching up quickly, with online debit wallet payments up 59.4% on August 2025, against 33.1% for credit. Online card payments made without a mobile wallet, such as by typing in or saving card details, were close to flat on credit (−0.3%) and up just 4.4% on debit. Since September 2025, mobile wallets have accounted for around three-quarters (76.0%) of the growth in online card spending.
- Source: Reserve Bank of Australia, Retail Payments Statistics, Tables C1.1 and C2.1, October 2026

  Mobile wallets are driving the growth in online card spending

  Growth in online card payments on August 2025, by how the card was used.

Debit, mobile wallet
+59.4%

Credit, mobile wallet
+33.1%

Debit, card details
+4.4%

Credit, card details
−0.3%

0%

    Wallets took 25.1% of online spending in August 2026, up from 19.4% a year earlier, and account for 76.0% of the growth since September 2025.

    Source: Reserve Bank of Australia, Retail Payments Statistics, Tables C1.1 and C2.1, October 2026.

    Analysis: Primara Research for Luxo Living

View the data

Online mobile wallet payments by month (Source: Reserve Bank of Australia, Retail Payments Statistics, Tables C1.1 and C2.1, October 2026; series begins October 2024)

Month
Credit wallet
Debit wallet
Wallet share of online card spending

Oct 2024
$3.80b
$2.08b
15.6%

Nov 2024
$4.12b
$2.12b
15.9%

Dec 2024
$3.72b
$2.11b
15.7%

Jan 2025
$3.70b
$1.87b
15.6%

Feb 2025
$4.18b
$1.81b
16.5%

Mar 2025
$4.52b
$2.10b
16.7%

Apr 2025
$4.17b
$2.04b
17.3%

May 2025
$5.03b
$2.20b
18.5%

Jun 2025
$4.93b
$2.30b
18.0%

Jul 2025
$4.73b
$2.50b
18.0%

Aug 2025
$5.37b
$2.58b
19.4%

Sep 2025
$5.27b
$2.79b
19.9%

Oct 2025
$5.20b
$2.91b
19.5%

Nov 2025
$6.02b
$3.29b
21.2%

Dec 2025
$5.48b
$3.40b
21.3%

Jan 2026
$4.89b
$3.07b
20.7%

Feb 2026
$5.59b
$2.93b
21.7%

Mar 2026
$6.56b
$3.41b
22.4%

Apr 2026
$5.60b
$3.34b
22.9%

May 2026
$6.72b
$3.62b
24.5%

Jun 2026
$6.60b
$3.75b
23.3%

Jul 2026
$6.16b
$4.00b
23.3%

Aug 2026
$7.15b
$4.12b
25.1%

### How Do Online Payment Habits Compare with In-Store?

The online shift follows what has already happened at the checkout. Mobile wallets made up 45.6% of in-store card spending in the year to August 2026, so for many people the phone is already the default way to pay in person. With online spending now close to half of all card transactions and mobile wallets the fastest-growing way to pay online, the gap between in-store and online payment habits is narrowing.
- Source: Reserve Bank of Australia, Retail Payments Statistics, Tables C1.1 and C2.1 (transactions acquired in Australia, original series), released 7 October 2026
- Note: Online = device-not-present transactions; in-store = device-present transactions. Mobile wallet series begin October 2024. Figures may be affected by RBA series breaks, including reporting changes in October 2022 and October 2024, and are subject to revision.

## How Much Do Australians Spend Shopping Online?

Australians spent a record $82.6 billion online in 2025, up 14% on 2024, according to the Australia Post eCommerce Report 2026. Online shopping made up 24% of total retail spending in 2025, up 1.6 percentage points.
- Source: Australia Post eCommerce Report 2026

  Online spend is growing again after two flat years

  Growth in online spend on the year before.

0%

25%

50%

75%

pandemic jump66.2%

28.4%

1.1%

0%

12%

14%

202020212022202320242025

    Source: Australia Post eCommerce Report 2025 (2020 to 2024) and eCommerce Report 2026 (2025). Australia Post revises earlier years, so growth rates are as published.

    Analysis: Primara Research for Luxo Living

View the data

Year-on-year growth in Australian online spend, as published by Australia Post. 2020 to 2024: Australia Post eCommerce Report 2025. 2025: Australia Post eCommerce Report 2026. Australia Post revises earlier years in each report, so each growth rate is from the report shown.

Year
Year-on-year growth

2020
66.2%

2021
28.4%

2022
1.1%

2023
0.0%

2024
12.0%

2025
14.0%

"The $82.6 billion milestone isn't just a number, it represents a fundamental shift in how Australians shop. We've moved from online being a convenience option to it being the default channel for millions of households. For furniture retailers, this means investing heavily in digital experience is no longer optional, it's the price of entry to remain competitive."

Winston Tu, CEO of Luxo Living

### How Many Australian Households Shop Online?

A record 9.8 million Australian households shopped online in 2025, up 0.7% on 2024 and equivalent to 82% of all households (Australia Post, 2026). 41% of households shopped online at least fortnightly, 117,000 more households than in 2024.

  A record 9.8 million Australian households now shop online

  Households shopping online each year, as published by Australia Post.

0

2m

4m

6m

8m

10m

8.2m

9.0m

9.2m

9.3m

9.5m

9.8m

record9.8m

2019202020212022202320242025

    Source: Australia Post eCommerce Report 2025 (2019 to 2024) and eCommerce Report 2026 (2025). Totals are rounded, so 2024 and 2025 both show 9.8m.

    Analysis: Primara Research for Luxo Living

View the data

Australian households shopping online, as published by Australia Post. 2019 to 2024: Australia Post eCommerce Report 2025. 2025: Australia Post eCommerce Report 2026. Growth rates are shown only where Australia Post published them; totals are rounded, so 2024 and 2025 both show 9.8m.

Year
Households shopping online
Year-on-year growth

2019
8.2m
–

2020
9.0m
–

2021
9.2m
–

2022
9.3m
–

2023
9.5m
–

2024
9.8m
2.3%

2025
9.8m
0.7%
- Source: Australia Post eCommerce Report 2026

### Which Regions Are Driving Online Shopping Growth?

Two of Australia's top three locations by online shopping volume in 2025 were regional centres: Toowoomba and Mackay, both in Queensland (Australia Post, 2026). Outer regional and remote areas had the fastest growth in online spending in 2025 (14.4%), ahead of capital cities (13.8%) and inner regional areas (13.6%).

Top locations by online shopping volume, 2025 (Source: Australia Post eCommerce Report 2026)

Rank
Location
State
Area type

1
Toowoomba
Queensland
Regional

2
Mackay
Queensland
Regional

3
Point Cook
Victoria
Metro

"Regional Australia has become one of Australia's fastest-growing segments. We're seeing customers in Toowoomba, Mackay, and other regional centres purchasing high-quality furniture they simply couldn't access locally five years ago. The playing field has levelled, and regional consumers now expect the same product range, delivery speed, and customer service as their Sydney or Melbourne counterparts."

Winston Tu, CEO of Luxo Living

## Which Generation Shops Online Most Often in Australia?

Millennials shop online most often: 47% bought online at least weekly in 2025, followed by Gen Z at 44% (Australia Post, 2026). Weekly online shopping was less common among Gen X (32%), Baby Boomers (23%) and Builders (10%). Australia Post defines Millennials as born 1981-1997, so aged about 29-45 in 2026.

Share of each generation shopping online at least weekly, 2025 (Source: Australia Post eCommerce Report 2026)

Generation
Shop online weekly

Millennials
47%

Gen Z
44%

Gen X
32%

Baby Boomers
23%

Builders
10%

## What Is the Average Online Transaction Value in Australia?

The average online transaction in Australia was $96 in 2025, down 0.4% on 2024 (Australia Post, 2026). Basket sizes have shrunk by about $10 on average since 2020, according to Australia Post.

Average online basket size by generation, 2025 (Source: Australia Post eCommerce Report 2026)

Generation
Average basket size

Gen X
$105.84

Baby Boomers
$104.45

Builders
$99.83

Millennials
$94.86

Gen Z
$81.15

Gen X had the highest average basket ($105.84) and Gen Z the lowest ($81.15). Builders were the only generation whose average basket grew in 2025, up 1.1%.

Australia Post's other findings are consistent with smaller baskets: 81% of shoppers shop around for the best deal, 73% wait for sales events, and Australians made four more online purchases each in 2025 than in 2024.

"We've noticed a clear shift in how customers approach larger purchases like furniture. Rather than buying a complete dining set in one transaction, they're breaking it up: the table this month, chairs next month during a sale event. It's more strategic, more budget-conscious. We've had to adapt our marketing and financing options to accommodate this new buying pattern."

Winston Tu, CEO of Luxo Living

## What Are the Most Popular Online Shopping Categories in Australia?

Online marketplaces were Australia's largest online shopping category in 2025, with $18.9 billion in spending, about 23% of all online retail (Australia Post, 2026). The figure covers pure marketplaces such as Amazon and Temu, and excludes retailer-owned marketplaces such as Big W Market. Food and liquor ($16 billion) and fashion and apparel ($11.6 billion) followed.

Online spending by category, 2025 (Source: Australia Post eCommerce Report 2026)

Category
Online spend 2025
Growth vs 2024

Online marketplaces
$18.9b
+13%

Food & liquor
$16b
+14%

Fashion & apparel
$11.6b
+11.5%

Home & garden
$11.4b
+10.5%

Consumer electronics
$9.2b
+16%

Hobbies & recreational goods
$5b
+17.1%

Department stores
$4.3b
+19.5%

Health & beauty
$3.8b
+15.1%

Books, stationery & multimedia
$2.5b
+24.1%

Books, stationery and multimedia grew fastest in 2025, up 24.1%. Home and garden, the category that includes furniture, was the fourth-largest category at $11.4 billion, but its 10.5% growth was the slowest of the nine categories.

## How Do Black Friday and Sales Events Affect Australian Online Shopping?

73% of Australian shoppers wait for sales events before buying, and 81% shop around for the best deal (Australia Post, 2026). According to Australia Post, 96% of Gen Z shoppers hold out for events such as Black Friday and Cyber Monday.

Furniture follows the same pattern: 66.3% of Australians wait for sales before buying furniture online (Luxo Living survey, March 2026).
- Source: Australia Post eCommerce Report 2026

"Black Friday has become make-or-break for furniture retailers. We see customers deliberately holding off purchases for weeks leading up to the event, then there's this massive surge. Australian consumers have become highly trained to wait for these events. It's changed our entire inventory planning and marketing calendar."

Winston Tu, CEO of Luxo Living

## How Do Australians Use Social Media for Shopping?

60% of Australian shoppers use social media to discover products, and one in two (50%) has bought something after seeing it advertised or featured on social media (Australia Post, 2026).

For furniture, that can mean seeing a styled room on Instagram, tapping the product tag and buying without ever searching for the item.
- Source: Australia Post eCommerce Report 2026

## What Furniture Terms Do Australians Search for Online?

"Table" is one of the most searched furniture terms in Australia, with dining tables, coffee tables and side tables among the most common table searches (Google Trends, Australia, 2020-2025). The list below shows the top related queries for "table" in Google Trends for Australia, January 2020 to December 2025.
- Dining table
- Coffee table
- Kmart table
- IKEA table
- Round table
- Side table

Shoppers mostly search for a type of table rather than a style, and retailer names such as Kmart and IKEA appear among the top queries. Non-furniture results (such as "periodic table") and searches for the retailer Bed Bath N' Table have been excluded.
- Source: Google Trends, related queries for "table", Australia, January 2020 to December 2025

## How Big Is Australia's Furniture Retail Industry?

Furniture, floor coverings, houseware and textile goods retailing turned over $19.14 billion in FY2024-25, up 2.74% from $18.63 billion in FY2023-24 (ABS Retail Trade, ANZSIC group 421). This group made up 26% of all household goods retailing in Australia.

Separately, the number of furniture retailing businesses fell 3.96%, from 3,589 in June 2024 to 3,447 in June 2025 (ABS Counts of Australian Businesses, ANZSIC class 4211). It was the second annual fall in a row, after a 2.5% drop from 3,681 in the previous year. This count covers furniture retailing only, a narrower group than the turnover figure above, which also includes floor coverings, houseware and textiles.
- Source: Australian Bureau of Statistics, Retail Trade, Australia, FY2024-25
- Source: Australian Bureau of Statistics, Counts of Australian Businesses, June 2021 to June 2025 (released 16 December 2025)

### How Much Value Does Store-Based Retailing Add to the Economy?

Other store-based retailing, which includes furniture retailing, contributed $64.0 billion in industry value added in FY2024-25, up from $62.4 billion in FY2023-24 (ABS Australian Industry). That was about 3.3% of the $1.934 trillion total across the industries the survey covers. This total is not GDP: the ABS survey covers selected industries only, excluding some, such as financial and insurance services.
- Source: Australian Bureau of Statistics, Australian Industry, 2024-25 (released 19 June 2026)

## Frequently Asked Questions

### What percentage of retail sales is online in Australia?

Online shopping made up 24% of total Australian retail spending in 2025, according to the Australia Post eCommerce Report 2026, based on CommBank iQ banking transaction data. The ABS measured a lower 12.7% in June 2025, but it counts only online sales by Australian retail businesses, and June 2025 was its final release before the ABS stopped its Retail Business Survey.

### What sells the most online in Australia?

Online marketplaces such as Amazon and Temu are Australia's biggest online shopping category, with $18.9 billion in spending in 2025, about 23% of all online retail. Food and liquor was second at $16 billion, followed by fashion and apparel at $11.6 billion (Australia Post eCommerce Report 2026).

### How much do Australians spend online?

Australians spent a record $82.6 billion online in 2025, up 14% on 2024, according to Australia Post. Online card payments at Australian merchants, which also include bills and subscriptions, reached $504.4 billion in the year to August 2026 (Reserve Bank of Australia).

### What share of card payments in Australia are made online?

Online payments made up 46.8% of the value of card transactions at Australian merchants in the year to August 2026, up from 20.8% in the year to August 2009, according to Reserve Bank of Australia data. In August 2026 alone, the online share reached 48.2%.

### How many Australians wait for sales to buy furniture online?

Two thirds of Australians (66.3%) wait for sales before buying furniture online, according to a Luxo Living survey of 1,002 Australians conducted by Primara Research in March 2026. 16.8% always wait for a sale, and 49.5% wait some of the time.

### How popular are mobile wallets for online shopping in Australia?

Mobile wallets such as Apple Pay and Google Pay made up 22.2% of online card spending at Australian merchants in the year to August 2026, and passed a quarter (25.1%) for the first time in August 2026 (Reserve Bank of Australia). In store, they account for 45.6% of card spending.

## Methodology and Sources

### Survey Methodology

The Luxo Living Furniture Shopping Survey 2026 surveyed 1,002 Australians in March 2026.

### Time Periods Used on This Page
- Luxo Living survey: March 2026
- RBA card payments: 12 months to August of each year; mobile wallet figures are monthly from October 2024
- Australia Post: calendar year 2025
- ABS online share of retail: June 2025 (final monthly release)
- ABS retail turnover, business counts and industry value added: financial years FY2023-24 and FY2024-25
- Card fees: RBA Table C3, June quarter 2026

### Sources
- Luxo Living Furniture Shopping Survey 2026, conducted by Primara Research (1,002 Australians, March 2026)
- Reserve Bank of Australia, Retail Payments Statistics, Tables C1.1 and C2.1, released 7 October 2026
- Reserve Bank of Australia, Table C3: Average Merchant Fees for Debit, Credit and Charge Cards, June quarter 2026 (released 7 August 2026)
- Australia Post eCommerce Report 2026 (and the 2025 report for online spend in 2020 to 2024)
- Australian Bureau of Statistics, Retail Trade, Australia (including the final monthly online sales release, June 2025)
- Australian Bureau of Statistics, Counts of Australian Businesses
- Australian Bureau of Statistics, Australian Industry
- Google Trends

### How to Cite This Data

You're welcome to use statistics from this page. When you do, please credit Luxo Living and link to this page: https://loxoliving.com/blogs/inspiration/australian-online-retail-the-latest-data-statistics

For survey findings, please credit: Luxo Living survey of 1,002 Australians, conducted by Primara Research, March 2026, with a link to this page.

## Related links

- [Inspiration](https://loxoliving.com/blogs/inspiration)
- [Store overview for agents](https://loxoliving.com/llms.txt)

---

_Markdown view of https://loxoliving.com/blogs/inspiration/australian-online-retail-the-latest-data-statistics._