Australia Post reports $21.9 bn online sales in Q4, driven by EOFY discounts
Australia Post’s latest Quarterly eCommerce Report shows Australian consumers spent $21.9 billion online in the fourth quarter of the 2026 financial year, a 14 % year‑on‑year rise despite cost‑of‑living pressures. End‑of‑financial‑year (EOFY) sales were identified as a key driver of the growth.
Online marketplaces generated $5.1 billion, representing 42 % of all online purchases. Average basket size fell to a record low of $90, indicating shoppers are waiting for sales and seeking value. The report highlights a resurgence of the “lipstick effect”, where consumers reduce larger discretionary purchases while continuing to buy smaller, affordable items.
Generational spending varied: millennials contributed $7.8 billion, generation X $6 billion, and generation Z $3.8 billion. The silent‑generation “builders” recorded the strongest year‑on‑year growth at 18 %. Nearly six in ten shoppers said they never buy at full price, and 58 % said they enjoy the anticipation of major sales events.
Entities: Australia Post · Australian consumers · Chelsea O’Reilly
Claims
What the coverage asserts, and how well corroborated each claim is across sources.
- [● 3 SOURCES] Australian online spending reached $21.9 bn in Q4 FY26. (Australia Post Quarterly eCommerce Report)
- [● 3 SOURCES] Builders (silent generation) saw an 18 % year‑on‑year increase in online spending. (Australia Post Quarterly eCommerce Report)
- [● 3 SOURCES] The $21.9 bn figure represents a 14 % year‑on‑year increase. (Australia Post Quarterly eCommerce Report)
- [● 3 SOURCES] Online marketplaces accounted for $5.1 bn, 42 % of total online purchases. (Australia Post Quarterly eCommerce Report)
- [● 3 SOURCES] Millennials contributed $7.8 bn to online spending, the largest generational share. (Australia Post Quarterly eCommerce Report)
- [● 3 SOURCES] Generation X contributed $6 bn and Generation Z $3.8 bn to online spend. (Australia Post Quarterly eCommerce Report)
- [● 3 SOURCES] Average online basket size fell to a record low of $90. (Australia Post Quarterly eCommerce Report)
- [● 3 SOURCES] Nearly six in ten Australian shoppers said they never buy at full price, and 58 % enjoy waiting for major sales events. (Australia Post Quarterly eCommerce Report)