Hobby & Leisure market in Australia

The Australian Hobby & Leisure eCommerce market is predicted to reach US$6,529.3 million by 2023 and accounts for 13.8% 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 2023-2027) will be 2.4%, resulting in a projected market volume of US$7,184.4 million by 2027. Within the Hobby & Leisure market ECDB considers the following twelve sub-markets: Media, Stationery, Crafts & Art Supplies, Sports Equipment, Toys, Pet Supplies, Camping & Adventure, Bullion & Precious Metal, Musical Instruments, Flowers & Gifts, Other Hobby & Leisure, Erotic & Adult, and Smoking Supplies.

Market development

eCommerce revenue development in the Hobby & Leisure market in Australia

The Australian Hobby & Leisure eCommerce market is predicted to reach US$6,529.3 million by 2023 and accounts for 13.8% 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 2023-2027) will be 2.4%, resulting in a projected market volume of US$7,184.4 million by 2027. Within the Hobby & Leisure market ECDB considers the following twelve sub-markets: Media, Stationery, Crafts & Art Supplies, Sports Equipment, Toys, Pet Supplies, Camping & Adventure, Bullion & Precious Metal, Musical Instruments, Flowers & Gifts, Other Hobby & Leisure, Erotic & Adult, and Smoking Supplies.

eCommerce revenue development in the Hobby & Leisure 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 Hobby & Leisure 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

2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 18.8 52.9 55.0 9.0 71.3 79.2 59.6 85.7
AOV (in US$) 78.4 41.5 62.2 6.7 50.1 93.7 79.1 14.0
CVR (in %) 18.8 52.9 55.0 9.0 71.3 79.2 59.6 85.7
AOV: Average Order Value CVR: Conversion Rate

Online share

eCommerce online share of the total Hobby & Leisure 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 Hobby & Leisure retail market, the online share is 17.4% and will increase by an average of 4.7% to 20.9% by 2027.

eCommerce online share of the total Hobby & Leisure market in Australia

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 23.4% 44.7% 41.9% 0.1% 82.1% 19.7% 97.3% 16.6%

Top stores

Top five Hobby & Leisure online stores in Australia by net sales 2022

With sales in the Australian Hobby & Leisure market, jbhifi.com.au generated a revenue of US$468.7 million in 2022, which means it is the leading online store in this market. The Hobby & Leisure ranking of Australia is based on all online stores that generated sales in this market in 2022. 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 Hobby & Leisure market in Australia in 2022

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
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%

Payment Methods

Top 5 offered payment methods in the Australian Hobby & Leisure market

With 99.2% VISA the most commonly offered payment method of all online stores in the Australian Hobby & Leisure eCommerce market in 2022. Like VISA Mastercard with a share of 98.5% and American Express with a share of 72.9% the payment type Cards is the most common used by online retailers in in the Australian Hobby & Leisure eCommerce market in 2022. Other commonly used payment methods in that market are PayPal (E-wallets) with 88.7% and Afterpay (Installment) with 58.6% of stores offering that payment method to the clients.

Top 5 offered payment methods in the Australian Hobby & Leisure market

in %

Note: A store can offer more than one payment method (Multi-pick), based on 133 stores in the Australian Hobby & Leisure market

Source: ECDB analysis

See all stores offering


Shipping Service Provider

Top 5 offered shipping providers in the Australian Hobby & Leisure market

With 93.5% of all online retailers using Australia Post it is the dominating shipping service provider in the Australian Hobby & Leisure eCommerce market in 2022. StarTrack follows at a distant second, utilized by 10.9% of online retailers. Other shipping service providers, including Aramex, CouriersPlease, and TNT, are employed by a significantly smaller proportion of online retailers.

Top 5 offered shipping providers in the Australian Hobby & Leisure market

in %

Note: A store can offer more than one shipping provider (Multi-pick), based on 92 stores in the Australian Hobby & Leisure market

Source: ECDB analysis


Market definition

Definition of the Hobby & Leisure market

Market definition: Hobby & Leisure The category Hobby & Leisure includes the digital B2C sale of various products, such as media, pet supplies, sports equipment, and more. Not part of the category are DIY building materials, consumer electronics (e.g. game consoles, gaming laptops, gaming PCs) or personalized and customized items. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Media
  • Pet supplies
  • Toy and games
  • Sports equipment
  • Camping & adventure
  • Stationery, crafts & art supplies
  • Erotic & adult
  • Bullion & precious metal
  • Flowers & gifts
  • Musical instruments
  • Smoking supplies

Out-of-scope

  • DIY building materials
  • Consumer electronics (e.g. game consoles, gaming laptops, gaming PCs)
  • Personalized and customized items
  • Workshops and other services