Ten fresh facts about how Australians shop for fashion online

Apparel is one the the most popular categories among Australian online shoppers. In this blog post you’ll find some fresh, 2016 year facts and numbers about how Australians shop for fashion online.

  1. Fashion eCommerce in Australia is $3.15B market
  2. 62.4% of that money or nearly $2B are spent with Australian domestic merchants
  3. Fashion products share in total online spending is 15.7%, it is 3rd largest category after groceries and homeware according NAB. Australia Post estimates fashion market share in 26%
  4. Online fashion eCommerce market grew 18.8% in June 2016 (on annual basis)
  5. The growth was more active in metro area than in regional Australia, with Melbourne and Sydney recorded 22% uplift
  6. The younger are Australians, the more they spend to fashion online
  7. 18-24 year old Australians like to shop from the bed, they make 36.6% of purchases this way
  8. 38.4% of online fashion purchases are spontaneous
  9. Number one driver for eCommerce fashion purchases is value for money, followed by ease and convenience and the variety of the products available online
  10. Bateau Bay, a holiday spot on NSW’s Central Coast is the suburb with the biggest Christmas online fashion shopping
Feel free to contact us if you need help with your fashion eCommerce project.


  1. NAB Online Retail Sales Index
  2. Inside Australian Online Shopping (Australia Post)
  3. Connected Commerce Survey 2016 (Digitas LBi)


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