Hobby & Leisure market in Australia

The Australian Hobby & Leisure eCommerce market is predicted to reach US$6,744.2 million by 2025 and accounts for 13.3% 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 4.4%, resulting in a projected market volume of US$8,012.2 million by 2029. Within the Hobby & Leisure market ECDB considers the following twelve sub-markets: Sports Equipment, Media, Toys, Camping & Adventure, Stationery, Crafts & Art Supplies, Pet Supplies, Musical Instruments, Erotic & Adult, Other Hobby & Leisure, Flowers & Gifts, Smoking Supplies, and Bullion & Precious Metal.

Monthly revenues

Monthly eCommerce revenues in the Australian Flowers & Gifts market

The monthly eCommerce revenue of the Australian Flowers & Gifts market was US$4 million in January 2025. This refers to a growth of -25.3% compared to December 2024. Within the last 12 months, the monthly revenue share was the highest in December 2024 with 10.0% of the total 2024 revenue of the Australian Flowers & Gifts market and the lowest in August 2024 with 7.1% of the total 2024 revenue.

Revenue Last Month

US$4.1m

The eCommerce revenue fell by 25.3% from December 2024 to January 2025.

01-2025-25.3%

Monthly revenue shares in the last 12 months

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

0-20251-20252-20253-20254-20255-20256-20257-20258-20259-202510-202511-2025
Revenue (in mUS$)0.00.00.00.00.00.00.00.00.00.00.00.0
Monthly revenue share (in %)48.192.561.585.849.969.280.197.034.659.366.419.1

Market development

eCommerce revenue development in the Flowers & Gifts market in Australia

The Australian Flowers & Gifts eCommerce market is predicted to reach US$51.4 million by 2025 and accounts for 0.8% of the Hobby & Leisure eCommerce market in Australia. It is expected to decrease over the next years. The expected compound annual growth rate for the next four years (CAGR 2025-2029) will be -8.3%, resulting in a projected market volume of US$36.3 million by 2029. The Flowers & Gifts eCommerce market is a sub-market of the Hobby & Leisure market. Further categories within the Hobby & Leisure market are: Bullion & Precious Metal, Camping & Adventure, Erotic & Adult, Media, Musical Instruments, Other Hobby & Leisure, Pet Supplies, Smoking Supplies, Sports Equipment, Stationery, Crafts & Art Supplies, and Toys.

eCommerce revenue development in the Flowers & Gifts market in Australia

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Flowers & Gifts market in Australia

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)15.252.654.33.443.520.78.858.3

Online share

eCommerce online share of the total Flowers & Gifts market in Australia

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Australian Flowers & Gifts retail market, the online share is 20.6% and will increase by an average of 3.3% to 23.5% by 2029.

eCommerce online share of the total Flowers & Gifts market in Australia

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)52.8%41.3%79.4%24.3%43.5%37.4%70.5%75.2%

Top stores

Top five Flowers & Gifts online stores in Australia by net sales 2024

With sales in the Australian Flowers & Gifts market, moonpig.com generated a revenue of US$9.5 million in 2024, which means it is the leading online store in this market. The Flowers & Gifts 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 Flowers & Gifts market in Australia in 2024

in million US$

Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed

Source: Annual report, secondary sources, ECDB analysis

Filtered revenue / share
Global revenue
Growth
no-access-0
US$900.0m
20.7%
US$8,300.0m8.3%
no-access-1
US$550.0m
12.0%
US$4,600.0m12.4%
no-access-2
US$470.0m
3.9%
US$1,190.0m33.6%
no-access-3
US$430.0m
20.6%
US$2,122.0m18.0%
no-access-4
US$370.0m
20.7%
US$1,814.0m12.6%

See further stores

Worldwide - Flowers & Gifts Australia - Flowers & Gifts Australia - All Categories

Market definition

Definition of the Flowers & Gifts market within the Hobby & Leisure market

Market definition: Hobby & Leisure > Flowers & Gifts The category Flowers & Gifts includes the online trade of fresh cut flowers, bouquets, gift baskets, and more. Online stores dedicated to the sale of plants (e.g. succulents, ferns, orchids), garden equipment or gift certificates or vouchers are not considered. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Fresh cut flowers
  • Bouquets
  • Gift baskets
  • Greeting cards
  • Gift wrapping and packaging
  • Occasion-specific decorations
  • Gifts for special occasions (e.g. birthdays, weddings, anniversaries, baby showers)

Out-of-scope

  • Plants (e.g. succulents, ferns, orchids)
  • Garden equipment
  • Gift certificates or vouchers