Fashion market in Australia
The Australian Fashion eCommerce market is predicted to reach US$11,193.2 million by 2025 and accounts for 22.1% of the total eCommerce market in Australia. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2025-2029) will be 7.3%, resulting in a projected market volume of US$14,862.9 million by 2029. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.
Monthly revenues
Monthly eCommerce revenues in the Australian Fashion market
The monthly eCommerce revenue of the Australian Fashion market was US$841 million in January 2025. This refers to a growth of -19.4% compared to December 2024. Within the last 12 months, the monthly revenue share was the highest in November 2024 with 10.4% of the total 2024 revenue of the Australian Fashion market and the lowest in February 2024 with 7.0% of the total 2024 revenue.
Revenue Last Month
US$841.3m
The eCommerce revenue fell by 19.4% from December 2024 to January 2025.
Monthly revenue shares in the last 12 months
| 0-2025 | 1-2025 | 2-2025 | 3-2025 | 4-2025 | 5-2025 | 6-2025 | 7-2025 | 8-2025 | 9-2025 | 10-2025 | 11-2025 | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Monthly revenue share (in %) | 11.8 | 71.8 | 24.8 | 10.6 | 72.2 | 98.1 | 92.3 | 37.3 | 99.2 | 50.4 | 70.7 | 2.6 |
Market development
eCommerce revenue development in the Fashion market in Australia
The Australian Fashion eCommerce market is predicted to reach US$11,193.2 million by 2025 and accounts for 22.1% of the total eCommerce market in Australia. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2025-2029) will be 7.3%, resulting in a projected market volume of US$14,862.9 million by 2029. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.
eCommerce revenue development in the Fashion market in Australia
eCommerce revenue growth in the Fashion market in Australia
Net eCommerce revenue split by sub-category
| 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
|---|---|---|---|---|---|---|---|---|
| Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Growth (in %) | 94.6 | 39.5 | 19.1 | 63.9 | 18.1 | 19.3 | 8.2 | 68.4 |
Top stores
Top five Fashion online stores in Australia by net sales 2024
With sales in the Australian Fashion market, shein.com generated a revenue of US$1,478.3 million in 2024, which means it is the leading online store in this market. The Fashion ranking of Australia is based on all online stores that generated sales in this market in 2024. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.
eCommerce net sales generated in the Fashion market in Australia in 2024
| Filtered revenue / share eCommerce net sales refer to the year 2024 | Global revenue eCommerce net sales refer to the year 2024 | Growth eCommerce net sales growth refers to 2024/2023 | |
|---|---|---|---|
US$900.0m 20.7% | US$8,300.0m | 8.3% | |
US$550.0m 12.0% | US$4,600.0m | 12.4% | |
US$470.0m 3.9% | US$1,190.0m | 33.6% | |
US$430.0m 20.6% | US$2,122.0m | 18.0% | |
US$370.0m 20.7% | US$1,814.0m | 12.6% |
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Payment Methods
Top 5 offered payment methods in the Australian Fashion market
With 90.7% VISA the most commonly offered payment method of all online stores in the Australian Fashion eCommerce market in 2024. Like VISA Mastercard with a share of 90.3% and American Express with a share of 78.9% the payment type Cards is the most common used by online retailers in in the Australian Fashion eCommerce market in 2024. Other commonly used payment methods in that market are PayPal (E-wallets) with 88.5% and Afterpay (Installment) with 79.3% of stores offering that payment method to the clients.
Top 5 offered payment methods in the Australian Fashion market
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Shipping Service Provider
Top 5 offered shipping providers in the Australian Fashion market
With 87.4% of all online retailers using Australia Post it is the dominating shipping service provider in the Australian Fashion eCommerce market in 2024. StarTrack follows at a distant second, utilized by 16.6% of online retailers. Other shipping service providers, including DHL, Couriers Please, and CouriersPlease, are employed by a significantly smaller proportion of online retailers.
Top 5 offered shipping providers in the Australian Fashion market
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Market definition
Definition of the Fashion market
Market definition: Fashion The category Fashion encompasses the commercial (B2C) sale of apparel (e.g. jackets, t-shirts, joggers, underwear), footwear (e.g. sneakers, boots, sandals), bags (e.g. handbags, backpacks, suitcases), and accessories (e.g. hats, sunglasses, jewelry, watches) via digital channels. Sport-specific equipment (e.g. climbing shoes, goalkeeper gloves, wetsuits), eye care (e.g. glasses and sunglasses with prescriptions) or beauty care (e.g. make-up, fragrances) are not included in this segment. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.
In-scope
- Apparel (e.g. jackets, t-shirts, joggers, underwear)
- Footwear (e.g. sneakers, boots, sandals)
- Bags (e.g. handbags, backpacks, suitcases)
- Accessories (e.g. hats, sunglasses, jewelry, watches)
Out-of-scope
- Sport-specific equipment (e.g. climbing shoes, goalkeeper gloves, wetsuits)
- Eye care (e.g. glasses and sunglasses with prescriptions)
- Beauty care (e.g. make-up, fragrances)
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