TOP 20 AUSTRALIA FASHION MARKET E-COMMERCE STATISTICS 2025

Diving into the latest Australia Fashion Market E-commerce Statistics feels a bit like peeking into the everyday wardrobe of millions of shoppers across the country. From fast fashion hauls to luxury finds, online shopping in Australia has become more than just a convenience—it’s now a lifestyle rhythm. Whether you’re scrolling late at night for a statement jacket or grabbing a fresh pair of socks before a big trip, fashion e-commerce is shaping not only what we buy but how we connect with style itself. These numbers don’t just sit on paper—they reflect choices, habits, and even little joys in everyday living. And that’s what makes understanding them so fascinating.

 

Top 20 Australia Fashion Market E-commerce Statistics 2025 (Editor’s Choice)

 

 

Top 20 Australia Fashion Market E-commerce Statistics 2025

Australia Fashion Market E-commerce Statistics #1: Annual Fashion E-commerce Revenue (2024)

Australia’s fashion e-commerce industry generated USD 9.405 billion in 2024. This figure highlights the strong demand for online fashion shopping across the country. Consumers are increasingly shifting from in-store purchases to online convenience. Growth in mobile shopping and international brand access have fueled this expansion. The revenue base provides a foundation for continued double-digit growth in 2025.

Australia Fashion Market E-commerce Statistics #2: Monthly Fashion Revenue (Aug 2025)

In August 2025, fashion e-commerce revenue reached USD 851 million. This steady monthly performance shows how online fashion sales remain consistent, even outside peak shopping seasons. Seasonal spikes like holiday sales may push figures higher later in the year. The number indicates fashion remains one of the strongest segments in online retail. It also reflects consumer resilience despite broader economic uncertainties.

Australia Fashion Market E-commerce Statistics #3: Total Fashion Retail Market Size (2024)

The total Australian fashion retail market reached USD 12.3 billion in 2024. This combines both offline and online sales, demonstrating that digital now accounts for a major slice of the sector. The figure shows fashion’s central role in the country’s retail economy. Offline stores still matter but e-commerce’s share is expanding every year. This balance highlights the hybrid nature of consumer shopping behavior.

Australia Fashion Market E-commerce Statistics #4: E-commerce Penetration In Fashion

By 2024, 25–30% of fashion sales in Australia were completed online. This penetration rate underscores the importance of digital-first strategies for fashion retailers. It suggests that nearly one in three purchases already occurs online. This shift challenges traditional retail models but creates opportunities for brands embracing omnichannel approaches. The data reinforces that digital is now mainstream, not optional.

Australia Fashion Market E-commerce Statistics #5: Fashion Retail Growth Forecast (2033)

The fashion retail sector in Australia is projected to hit USD 27.2 billion by 2033, with a CAGR of 9.22%. This robust growth forecast demonstrates the enduring strength of fashion demand. It indicates rising spending power and deeper consumer trust in online shopping. Investment in digital experiences will likely accelerate this trajectory. The long-term outlook ensures fashion remains a priority market for e-commerce.

 

 

Australia Fashion Market E-commerce Statistics #6: Total Online Retail Spending (2024)

Australians spent AU$69 billion online in 2024 across all categories. Fashion contributed a significant share of this total. The number reflects the country’s maturity in digital retail adoption. Strong logistics and payment infrastructure enable consistent growth. This spending milestone further signals the normalization of e-commerce across demographics.

Australia Fashion Market E-commerce Statistics #7: Monthly Online Retail Turnover (Aug 2024)

Online retail turnover for August 2024 hit AU$4.143 billion. This shows the stability of e-commerce performance on a monthly basis. While seasonal shopping drives peaks, baseline monthly sales remain high. Fashion is a leading driver within these totals. The data emphasizes how online shopping has become a routine part of household budgets.

Australia Fashion Market E-commerce Statistics #8: E-commerce Share Of Total Retail

By 2024, 16.8% of total Australian retail sales came from online channels. This nearly doubled from pre-pandemic levels. Fashion makes up a large portion of this share due to its strong digital adoption. The data shows online platforms are no longer supplementary—they’re core. This trend will likely continue as younger shoppers push digital growth further.

Australia Fashion Market E-commerce Statistics #9: Households Shopping Online (2024)

In 2024, 9.8 million households made online purchases. This represents nearly all households in the country, showing saturation of digital adoption. The growth rate of 2.3% indicates continued onboarding of remaining segments. Fashion is one of the most purchased categories in these households. The number also reflects Australia’s highly connected population.

Australia Fashion Market E-commerce Statistics #10: Average Online Basket Size

The average online basket value in 2024 was USD 66 per order. This metric highlights the affordability and frequent nature of online shopping. Fashion purchases often fall within this range, especially fast fashion and accessories. It also shows customers are comfortable making mid-range spends online. Retailers can use this to optimize bundle deals and promotions.

 

 

Australia Fashion Market E-commerce Statistics #11: Millennial E-commerce Spending

Millennials spent AU$22.1 billion online in 2023, leading all generations. Their comfort with digital channels and mobile shopping explains this dominance. Fashion is especially strong with this demographic due to social media influence. Their spending power continues to grow as they enter peak earning years. For retailers, Millennials remain the anchor of e-commerce demand.

Australia Fashion Market E-commerce Statistics #12: Baby Boomer Online Spending

Baby Boomers spent AU$12.5 billion online in 2023, growing 7% year-on-year. This makes them the fastest-growing digital shopping cohort. They are embracing e-commerce for convenience, particularly in fashion basics. Their rise challenges assumptions that online shopping is only for younger generations. Retailers who adapt their digital experience for older buyers stand to gain significantly.

Australia Fashion Market E-commerce Statistics #13: Top Fashion Marketplaces (2024)

In 2024, Shein, eBay, and Temu led fashion e-commerce in Australia. Shein generated USD 1.42B, followed by eBay at USD 849M and Temu at USD 766M. These figures show the dominance of international players. Local fashion retailers face strong competition from these platforms. The data confirms that price and variety drive consumer preference online.

Australia Fashion Market E-commerce Statistics #14: Shein Market Reach

Shein attracted over 2 million Australian shoppers in 2024. About 26% of online buyers made at least one Shein purchase. This shows its influence among younger demographics, particularly Gen Z. Shein’s affordable pricing and trend-driven inventory fuel its success. The brand continues to gain traction into 2025.

Australia Fashion Market E-commerce Statistics #15: Shein Customer Loyalty

Among Shein shoppers, 76% are repeat buyers, with 42% shopping four times or more each year. This highlights high customer stickiness despite fast fashion controversies. Affordable pricing and rapid inventory turnover drive this loyalty. The data underscores Shein’s ability to retain a core audience. It also suggests its competitive threat to local retailers is long-term.

 

 

Australia Fashion Market E-commerce Statistics #16: Marketplace Market Shares

By 2025, Temu commands nearly 20% market share, Amazon has 7.9M shoppers, and Shein serves over 2M. These numbers reflect a highly competitive marketplace landscape. International platforms dominate, reshaping Australia’s retail dynamics. Local brands must compete through niche positioning and quality. The data shows how global giants continue to expand aggressively.

Australia Fashion Market E-commerce Statistics #17: Total E-commerce Market Forecast

Australia’s total e-commerce market is projected to reach AU$59 billion in 2025. By 2029, it is expected to climb to AU$93 billion. This growth trajectory emphasizes the long-term potential of digital retail. Fashion will continue to be a major driver within this expansion. Retailers must prepare for intensified competition and customer expectations.

Australia Fashion Market E-commerce Statistics #18: China-Origin Retail Packages

Shein and Temu now account for 10%+ of packages shipped into Australia. This underscores the role of Chinese-origin platforms in reshaping supply chains. Their logistics efficiency challenges domestic retailers. It also highlights consumer willingness to buy cross-border. The trend reflects globalization of fashion shopping in Australia.

Australia Fashion Market E-commerce Statistics #19: Most Popular Fashion Brands (Search)

Globally, White Fox, Princess Polly, Ksubi, and Zimmermann top searches among Australian brands. White Fox leads with over 687K monthly searches. These figures show the global influence of Australian fashion exports. Online visibility helps brands tap into international markets. Strong digital presence reinforces brand equity worldwide.

Australia Fashion Market E-commerce Statistics #20: Fashion Brand Social Reach

Zimmermann leads in social media with 4M+ Instagram followers, while White Fox and Princess Polly maintain strong followings too. These metrics show how social media presence amplifies brand growth. Fashion e-commerce success is directly tied to digital influence. Engagement on TikTok and Instagram drives global visibility. The data shows that online presence equals competitive advantage.

 

Why These Numbers Matter For Shoppers And Brands

Looking through these statistics, it’s clear that fashion e-commerce in Australia isn’t just about transactions—it’s about moments of self-expression and trust in digital platforms. From Boomers embracing online convenience to Gen Z shaping trends through global marketplaces, each number tells the story of changing habits and rising expectations. For shoppers, it means easier access to what feels personal; for brands, it means stepping up to create experiences that resonate. As someone who knows the joy of finding that perfect pair of shoes or even a quirky set of socks online, I can’t help but see these shifts as more than just data—they’re the pulse of everyday style. And if this is where we stand in 2025, the years ahead promise even more transformation in how Australia wears its fashion.

 

SOURCES

1. https://foxandlee.com.au/australian-ecommerce-trends-statistics-for-2025-what-businesses-need-to-know/

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