Australia Post’s 2026 Report Puts Online Spending at A$82.6 Billion in 2025

Australia Post's 2026 eCommerce Report puts Australian online spending at A$82.6 billion in 2025, up about 14% year on year. The report also describes smaller average baskets and more frequent purchasing.

The official report page identifies CommBank iQ as the source for spending figures and separately labels survey-based findings. The 2026 edition reports historical activity and research; the spending number should not be presented as a 2026 sales total.

A bigger market does not settle the economics of the next order

For a brand, more online activity can coexist with pressure on the offer. Smaller orders may change the relationship between delivery costs, acquisition spend and the contribution available from a basket.

Frontier's reading is that a growth plan should examine frequency and order economics together. A campaign that produces more transactions may still require a different bundle, delivery proposition or retention approach to work commercially.

Those decisions need the brand's own data. The report's national observations cannot establish an appropriate free-delivery threshold or a profitable acquisition target for every category.

Value is more than the lowest visible price

A customer compares quantity, convenience, reliability and the likely cost after purchase. Make the relevant benefit explicit and explain what the price includes. A low entry price can be less persuasive when delivery or recurring costs remain uncertain.

The offer-level pricing framework helps avoid comparing mismatched packs or promotional conditions. It is especially useful when local and overseas sellers appear in the same consideration set.

The report also provides a reason to inspect delivery choice as part of the buying journey. A suitable option for one purchase occasion may be unnecessary or too expensive for another. The marketing promise should follow the service the business can provide.

Use the national context to sharpen a category brief

For a Chinese or New Zealand brand entering Australia, begin with the relevant product category, local alternatives and proposed fulfilment arrangement. Then determine which part of the customer decision needs better evidence.

The local-offer article connects this work to market entry.

Australia Post's report provides useful context for planning. Its strongest use is to improve the questions asked about a specific offer, while preserving the distinction between national spending growth and the results a brand can actually deliver.