7 eCommerce trends you can’t ignore from the Australia Post eCommerce Report 2026

Australia’s eCommerce market continues to grow - but the way shoppers discover, compare and buy online is changing fast. We unbox the biggest online shopping trends you need to know about, direct from the latest Australia Post eCommerce Report.

The Australia Post eCommerce Report 2026 reveals Aussie shoppers spent a record $82.6 billion online in 2025, jumping 14% year on year, with 9.8 million households shopping online¹.

We’re also spending with more brands and on more occasions than the year before – but with a greater focus on value. Average basket sizes are now $10 less on average compared to 2020, and last year – all generations except Builders experienced shrinking basket sizes.

Beyond our buying behaviour, the report also reveals how the delivery experience, technology and value-driven shopping are impacting eCommerce.

Here are seven eCommerce business trends and actions you can’t afford to ignore this year - whether you’re small-to-medium eCommerce business, or one that’s already scaled.

1. Online shopping frequency is rising - but baskets are shrinking

Australians are shopping online more frequently, but with smaller basket sizes. Households now buy from an average of 16 different brands per year and are making four additional annual online purchases, compared to last year. The average basket size has shrunk to $96, though the report shows there is still great variation across the generations.

What it means for retailers

Shoppers are more selective, less loyal and increasingly value driven. Growth will come from customer acquisition and doing what you can to drive repeat purchases. Here’s what you can do:

• Reinforce value clearly at every point – price, savings, bundles.
• Reward frequency, not just spend.
• Use lifecycle offers to stay top of mind between purchases. Try tactics like sending discount offers to first-time buyers or content-led messaging to stay top of mind between purchases.

2. Delivery experience is now a growth lever, not a hygiene factor

Delivery directly influences where shoppers choose to buy. 73% of shoppers say a good delivery experience makes them more likely to shop online, 69% want a wide range of delivery options at checkout and 32% would switch retailers for out of home collection options, like Parcel Lockers.

As Jordan Berke, eCommerce expert and Founder & CEO of TOMORROW, explains:

“Markets with dense out of home networks see significant savings and convenience for both retailers and consumers - but only when those options are actively offered at checkout.”

What it means for retailers

Delivery choice and transparency are now part of the conversion decision, not just post-purchase satisfaction. Here’s what you can do to ensure a positive delivery experience that empowers shoppers and gives them the choice and convenience they expect:

• Don’t leave it until checkout - surface delivery options earlier, including on product pages.
• Offer flexible out of home options like delivery to Parcel Lockers, for convenient, accessible, round-the-clock collections.
• Balance speed with certainty – especially for high-value orders, by communicating fulfilment times and delivery dates clearly and transparently.

3. Content as a core ecommerce growth engine

Content is no longer a marketing add on - it’s a commercial advantage that drives demand and conversion. 60% of Aussie shoppers use social media for product discovery, and one in two have bought something after seeing it on their socials.

Says Berke: “An absolute theme for 2026 is content as a competitive advantage. Content-driven experiences are increasingly going to take share of customer spend. Whether it’s live selling or short-form videos - the ability to continuously generate compelling content and cut-through is as important as it’s ever been.”

Here’s how to act on this insight:

• Invest in shoppable and social first content.
• Trial emerging live shopping platforms like Whatnot or eBay live to drive demand in real-time.
• Partner with creators – but use them strategically. Focus on education and useful product tips or reviews, not just promotion.

4. Agentic commerce is reshaping discovery and purchase

AI is moving beyond assistance into autonomous decision-making, and by 2030, it’s expected to influence up to 30% of eCommerce transactions. Already, 6 in 10 Australians use AI, with younger shoppers far more open to agent led purchasing. Businesses are preparing for agentic adoption to grow, and payment providers like Visa, PayPal and Mastercard are introducing agent-ready APIs to enable seamless checkout integration.

Why it matters

AI agents don’t browse like humans. They compare products on clarity, structure and certainty, not emotional persuasion. The rely on context, reviews and structured information.

Want to show up in agent-led conversations? Here’s what to do now:

• Treat AI platforms as emerging sales channels, not just tools.
• Optimise product content for machine readability, not just marketing or SEO. That means clearly stating availability, price, delivery speed and certainty, returns and usage info – for all products.
• Everyday items will be ideal entry points for shoppers new to agentic AI – repeatedly purchased and with little research or thought required. Selling products like this? Make sure you’re ready to show up in AI search, not just Google.

5. Marketplaces continue to grow

Australians spent $18.9 billion on pure online marketplaces in 2025, accounting for 23% of total online spend. Their dominance continues to grow – in fact, shopping on marketplace apps is now almost as common as shopping on retailer websites, according to the eCommerce Report.

Selling on marketplaces isn’t a one size fits all approach. While some retailers may look to build and grow their own marketplace from the ground up, smaller sellers can use them to leverage huge, in-built audiences, pre-established buyer trust and reach new markets.

Here’s how to make sure you don’t miss out on the marketplace momentum

You own channels still matter, but they don’t need to operate in isolation. Consider a hybrid approach to marketplaces:

• Use marketplaces as acquisition engines for discovery, scale and reach.
• Ensure your best sellers, new products and seasonal items are found on marketplaces.
• Nurture your own channels for brand consistency, storytelling and margin protection.

6. Recommerce is moving mainstream - and shoppers want it from retailers

Second-hand shopping is growing, both locally and globally. 46% of Aussies buy second-hand goods annually, and 73% are interested in buying pre-loved or refurbished goods directly from retailers – despite only 14% of businesses currently offering it. The opportunity is obvious.

So, what’s changed with second-hand shopping? The reasons for buying, says Anne-Marie Cheney, Head of Recommerce at eBay Australia.

“Pre-loved is now viewed as a smart, intentional choice rather than a compromise. While affordability remains important - buyers are increasingly motivated by quality, individuality and sustainability.”

The eCommerce Report (PDF 8.2MB) even identifies the top categories shoppers want to buy second-hand. These are books and music, followed by collectables, homewares, electronics and fashion.

Here’s what you can do:

• Consider if recommerce should be part of your brand strategy (especially if you trade in the above categories), then start with a small pilot.
• Team up with established partners to reduce operational complexity.
• Position recommerce as a conscious brand extension, not a clearance channel.

7. Small changes compound into meaningful ecommerce growth

One of the clearest lessons from the Australia Post eCommerce Report is that incremental improvements add up. Keeping a close eye on emerging trends and customer behaviour counts.

In a crowded eCommerce market, having a laser-sharp understanding of your shoppers is what makes retailers perform at their best.

Says Berke: “Every great retailer understands who they want to be best at serving. Once you understand that customer, you can truly differentiate how you show up for them.”

Gaining access to the report’s data, he says, gives retailers a huge opportunity to see customer trends, as they emerge.

“Success in eCommerce requires an incredible sensitivity to market and customer data, because the landscape changes so quickly. If you aren't paying close attention to how the competitive environment is evolving, you will undoubtedly miss opportunities,” says Berke.

What’s the takeaway for retailers?

Whether it’s surfacing delivery options earlier, optimising content for AI discovery or piloting recommerce, retailers who respond early get the advantage. Each quarter:

• Use the generational personas defined in the report to test different levers.
• Be precise, don’t go for broad appeal.
• Measure the impact, then scale.
• Repeat with new optimisations.

Ready to unbox more insights? Download the Australia Post eCommerce Report 2026 (PDF 8.2MB) now.

¹ All data sourced from the Australia Post eCommerce Report 2026.