We’ve seen unprecedented growth in Australia’s online

shopping market over the last six months. To give your

business an insight into the opportunities this presents,

we’ve put together a snapshot of the year so far.

Six months of extraordinary growth

eCommerce Market Update

Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

1%16% 11%

13%

20%13%

20%3%

21%

4%

25%19%

FY16/17FY15/16

Jan – JunJul – Dec

12%year-on-year

growth

15%year-on-year

growth

Year-on-year growth in online purchases

This growth is expected to continue in the lead-up to Christmas 2017.

We’ve seen accelerated growth in the last six months of the financial year –

three percentage points higher than the first half of the financial year.

The big picture

Lowestgrowth

Highestgrowth

14%more online purchases Australia-wide in FY17

...but regional locations have

the edge in some categories.

Metro locations are growing faster…

Regional Locations

14%overall growth

Metro Locations

15%overall growth

SpecialtyFood & Liquor

5% growth

Metro:

6% growth

Regional:

Variety Stores

9% growth

Metro:

14% growth

Regional:

WA

NT

SA

NSW

ACT

VIC

TAS

9%

10%

13%

15%

13%

16%

15%

Online Purchase

Growth in FY17

QLD 13%

More Australians are shopping online

Health & Beauty

19%growth

Fashion

21%growth

Media

23%growth

Media, Fashion, and Health & Beauty are

growing the fastest. This is predominantly

driven by Books, Women’s Fashion and

Beauty Products.

All categories have experienced growth…

Variety Stores

Fashion

Health& Beauty

Homewares & Appliances

Media

Hobbies & Recreational Goods

Specialty Food & Liquor

Overall Growth

10%

Metro

Growth by Region

Regional

14%9%

21% 17%22%

19% 18%19%

7% 6%8%

23% 20%24%

15% 14%15%

6% 6%5%

…but who’s buying what? Category Share by

Age and Gender*

53% 47% 32% 68%Vitamins/Health Supplies

52% 48% 62% 38%Toys

51% 49% 39% 61%Media

66% 34% 29% 71%Homewares

69% 31% 50% 50%Fashion

25% 75% 52% 48%Consumer Electronics

79% 21% 59% 41%Beauty & Cosmetics

18 – 39MaleFemale 40+

*Due to rounding, figures may not add up to 100%.

x2more women than

men are buyingFashion Products

Fashion

x4more women than

men are buyingBeauty Products

Beauty

x3 more men than

women are buying Consumer Electronics

Consumer Electronics

Age 18 – 39 buying more than 40+

x1.5

40+

18 – 39

Beauty & Cosmetics

Age 40+ buying more than 18 – 39

x1.540+

18 – 39

Media

Age 18 – 39 buying more than 40+

x1.5

40+

18 – 39

Toys

Australia’s online shopping boom is showing no signs of slowing down.

To benefit from this growth, make sure you’re focusing your marketing efforts

in the right areas.

For more insights into the state of the eCommerce industry, visit

startrack.com.au/eCommerce to download the 2017 Inside Australian Online

Shopping report or contact us at acquire@auspost.com.au.

Looking ahead

This information has been prepared by Australia Post using a subset of deliveries in the 12 months to June 2017, compared to the same period the previous year, unless otherwise stated. Percentage growth and share are based on

online transactions. Demographic trends are sourced from the Australia Post consumer survey 2017. While every effort has been made to ensure the accuracy at the time of publication, Australia Post takes no responsibility for any

errors or omissions herein. Australia Post does not accept any liability for any loss or damage incurred by any use of or reliance on any information contained here.

Disclaimer