Unblock the Australia Post eCommerce Report 2026
The Australia Post eCommerce Report 2026 goes beyond the data to reveal insights on agentic AI, recommerce and how Australians really shop - by generation and location.
The report equips eCommerce leaders with practical ideas to boost conversion, loyalty and drive growth.
From beauty to books and fashion to footwear, go deeper in our category reports. There are 15 industry deep dives to choose from.
Explore the top 15 categories
Books, stationery and multimedia enjoyed the fastest growth in 2025, up 24.1% year-on-year. Meanwhile, online marketplaces cemented their reign for the third straight year, with $18.9 billion in spend.
Athleisure wins on comfort and convenience and unlike other categories, shoppers aren't waiting for a sale – social proof and brand reputation are the main drivers.
Younger audiences make up 35% of category spend, but Builders are increasingly embracing the convenience of online shopping, recording the fastest year-on-year growth with 34%.
Gen Z drove the fastest growing category of 2025 – up 51% year-on-year.
Consumer electronics is the leading category for discount-driven purchases, with 45% shoppers waiting for a sale.
Value, improved digital experiences and Click and Collect win promiscuous shoppers.
Opportunity awaits with only 9.6% spent online.
Footwear shines with $1 billion in spend online. This has consistently grown amongst all generations, with double digit growth among older generations (Boomers up 11% and Builders up 16%) as they become more comfortable with online shopping.
Trust beats discounts leaving room for growth.
High basket sizes fuel online growth.
More than half of online shoppers drive $9.9 billion in spend.
Low online spend provides growth potential.
Fast delivery expectations drive demand.
Overwhelmingly popular, 73% of shoppers spent $18.9 billion in 2025 in this category.
Clear delivery dates help pet spend soar to $1.4 billion.
Women’s fashion remains price-led with a third of shoppers waiting for sales.
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Delivery experience is the biggest contributor when it comes to both positive and negative NPS [net promoter score]. The correlation is high.
Rostin Javadi
Chief Operations Officer, THE ICONIC