澳大利亚邮政2026年电子商务报告：揭秘澳大利亚最新在线购物洞察

online shopping insights Contents 2 3 Authors As eCommerce continues toaccelerate at remarkable speed,this report offers us an opportunityto reflect on how shopper habits aretransforming – and how businessesare rising to meet those expectations.2025 was anotheryear of momentum, with 9.8 million Australian households embracing online shopping.“Across the generations, the numbers reveal a consistent desire for more: more value, convenience,speed and choice – spanning the entire shoppingjourney from discoverythrough to delivery.”As buyer habits evolve, so too must the businesses that serve them. eCommerce Report 2026Welcome tothe 11thannualAustralia PosteCommerceReporteCommerce Report 2026 At Australia Post,we’re proud ofthe role we play in enabling businessesto meet those expectations head-on, from enhancing delivery reliabilityto expanding out of home collection options and investingin the networkthat underpins Australia’s eCommerce economy.For retailers, the research in this report is paired with clear,practical takeaways forturning insights into action and supporting bold decision-making in a dynamic market.I hope it inspires you to confidently meet the expectations oftoday’s shoppers,while preparing forthe opportunities oftomorrow. Paul Graham Australia Post Executive summary Aussies are spending big online,hitting $82.6 billion in 20251,up 14% year-on-year (YoY).9.8 million households shopped online in 2025, with 41% ofhouseholds shopping online atleast fortnightly – that’s 117,000more than the year before. 3 in 4 say a gooddelivery experiencemakes them shoponline more2 Five lessons for businessesto carry through 2026 Executive summary Unbox insights into what’s driving the momentum Highlight value clearly73% of consumers wait for sales events before purchasing4, and 1Shopper promiscuity is rising:Shoppers are browsing more selectively,with a 81% saythey shop around forthe best deals5. Keep messagingsimple, make savings clear, reinforce value at every stage andoffer social proof on product pages.Prepare your business for an agentic future stronger focus on value and buying when the deals are best.Thanks to AI, it’s alsoeasierthan everto compare prices.Today,Aussie households are shopping acrossan average of 16 brands a year, a figure that has been growing forthe last decade. Ifyou’re not visible to AI agents,you’re not converting.Get the lowdown on successful agentic commerce onpage 31.Think connection, not transaction 3The delivery experience is improving:A seamless With AI redefining the customer journey, consistency andauthenticity are key. Personalisation leads to loyalty andloyalty builds customer communities.Ride the sales momentum is growing:Individualbasket sizes are falling,yet online spendingcontinues to climbas consumers makesmaller, more frequentonline purchases.Aussies are nowmaking four additionalonline purchaseseach yearcomparedto last year3. experience continues to tip the scales towardsonline shopping.73% of shoppers say a gooddelivery experience makes them more likely toshop online instead of in-store2.Faster delivery,growing collections options and improvedtracking are removing friction,making online shopping feelsmoother and moredependable than ever. Shoppers – particularlyyounger generations – are across all the majorsales events and wait to buywhen the time is right. 96% of Gen Z shoppers hold out for events like Black Friday and Cyber Monday4.Build anticipation, prime demand and discount strategically.Give customers delivery options69% of consumers prefer a wide range of delivery options, including out of home collections and returns. 32% of consumerswould choose one retailer over another ifthey offered out of homecollection2. Show options early – on product pages – and againat checkout. Meet your shoppers Shopper snapshot From discovery to delivery, how are Aussies shopping across the generations? Millennials(1981–1997)Millennials approach online Gen X(1965–1980)Gen X take a pragmatic Gen Z(1998–2010)Gen Z are frequent online shopping with a strong focus onconvenience and value, seeking flexibility and speedwhile embracing technologies to make shopping shoppers.They’re highlyengaged on social media for product discovery andhave a strong focus on value. Out of all the cohorts approach to online shopping,favouring reliability and proven benefits whileadopting new technologies like AI with caution. experiences more seamless and efficient. they’re most open to emerging technologies likeagentic commerce.Top stats unboxed: 24/7 convenience is the topmotivator of online shopping5 Shopper snapshot Builders(1925–1945)Builders take a cautious Baby Boomers(1946–1964)Baby Boomers shop online with a focus on quality and simplicity,valuing free and reliable delivery.They’re spending big,but onlywith retailerstheytrust and deliverythey can rely on. approach to online shopping,prioritising reputable retailers and delivery certaintyover speed.Their o