Online shopping statistics 2024

From new outfits to new dishwashers, Australians have come to love the convenience of shopping online.

E-commerce spending has exploded since the Covid-19 pandemic struck in 2020, and has now become the norm. As technology develops and retail giants develop more innovative ways of delivering to customers, the mighty reign of the digital store will only continue to grow.

How many Australians are shopping online?

Excluding groceries, 3 in 4 Australians (76%) shop online.

The average Aussie spends 4 hours each week browsing the sales, down from 4.4 hours in 2021. Women (4 hours) and men roughly spend the same time shopping online (3.9 hours).

However, young Aussies take the cake for the most time spent scrolling the online shops. Gen Z spends 5.1 hours each week online shopping, and millennials spend 4.8 hours, which is bound to put a dent in one's wallet. On the flip side, baby boomers spend a modest 2.5 hours online shopping per week.

How much is the average person spending online?

The average person spends $208 on online purchases each week, down from $228 in 2021. Men are forking out $221 each compared to $197 for women.

Gen Z are spending the most of any generation ($279), while baby boomers are spending the least ($72).

Those from New South Wales are splurging more than any other state, with a weekly average spend of $225. On the other hand, Queenslanders and South Australians are more cautious with their money, spending $186 each.

How much money do Australians spend online?

In November 2023, Australians spent a total of $3.8 billion online according to Finder analysis of ABS data. This represents a 3% increase over the previous year.

What portion of retail spending is online?

In November 2023, online sales made up 12.7% of all retail spending. This is a drop from 15.3% in September 2021, but an enormous jump from just 7.1% in March 2020 prior to the pandemic.

What don't Australians like about online shopping?

Patience is not something Aussies have much of when it comes to online shopping. One in three (33%) Australians say long delivery wait times are one of their biggest pet peeves. High shipping costs came in first, with 50% of respondents admitting this irritates them.

The data reveals shoppers also crave convenience. Having a package sent to the post office while they were home is a top pet peeve for 25% of Aussies.

Young shoppers have the highest expectations of their online experience. The overwhelming majority of Gen Z (83%) admitted to having an online shopping pet peeve, compared to 45% of Baby Boomers.

How many people shop through social media?

In 2020, 5.3 million Australians shopped through social media – equivalent to 27% of people. In 2023, this number grew to 6.2 million Australians or 30% of people. This year, it is predicted to grow to 6.4 million Australians.

According to PayPal's eCommerce Index for 2023, Facebook is the most popular e-commerce social site, with 58% of social media shoppers using this platform. This is followed by Instagram (40%), YouTube (29%) and TikTok (14%).

How to shop smart and save money

Shop the sales. If you're a savvy shopper, you'll know you don't need to pay for anything full price. In the lead-up to big sale days like Black Friday and Cyber Monday, subscribe to your favourite brands and browse their social media accounts to make sure you're not missing out on any deals. Waiting until big sale days means saving money on purchases, but it also gives you more time to think about what you really need - and what you don't.

Fill up your cart… and wait. Sometimes playing hard to get really works. Load up your shopping cart and leave it idle for a day or two. Often brands will email to remind you of your pending items, and sometimes this comes with a discount code. This is a great way to save on your shop - just make sure you unsubscribe from retailers' newsletters to avoid an overloaded inbox.

Don't pay for shipping. Most brands offer free shipping above a certain spend, but don't stock up on things you don't need just to meet the threshold. Instead, keep an eye out for free shipping promo codes for your favourite brands. But it doesn't stop there - before you click 'buy', look out for any shopping deals - like hefty discounts - online.

Check historical pricing. Some retailers employ certain sales tricks to make you think you're getting a better deal. For example, advertised discounts often apply to a product's launch price which isn't an accurate reflection of the actual savings. It therefore pays to check the street price at multiple stores before making your purchase.

Check out the rest of our online shopping hacks.

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