E-commerce sales as share of retail sales Australia 2014-2019

In 2015, the retail e-commerce share of all retail sales in Australia was 5.9 percent. By 2019, this share was forecasted to increase to 7.2 percent. In 2018, the digital buyer penetration was forecasted to reach 81 percent, continuing a year-on-year increase from 2013. Consumers aged between 25 to 34 are the most active in the e-commerce market in the country.

E-commerce market

The net e-commerce sales of Woolworths topped the online B2C market in Australia in 2018. Coles, another Australian supermarket chain, trailed behind with the second highest online sales. Both Coles and Woolworth shoppers were equally willing to buy groceries online in this year. In terms of the electronics and media segment, Apple led the pack with net online sales amounting to almost 380 million U.S. dollars.

Market growth

In 2017, domestic media retailers experienced the largest growth, over 50 percent, for retail e-commerce sales in Australia. The number of Amazon sellers in Australia had increased over four-fold from the beginning of 2018 to August of the same year. For international retailers, department stores had the highest online sales growth. Online stores such as ASOS and The Iconic dominated the fashion segment in Australia in 2018, and look set to continue their growth in the future.

Retail e-commerce sales as share of total retail sales in Australia from 2014 to 2019

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Release date

December 2014



Survey time period

2014 to 2015

Supplementary notes

* Forecast.
Includes products or services ordered using the internet via any device, regardless of the method of payment or fulfillment; excludes travel and event tickets.

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