2025全球电商市场报告：澳大利亚篇

Vol.01Vol.01全球电商市场报告澳大利亚篇GlobalE-commerceMarketReport-AustraliaEditionAMZ123报告团队出品全球格局也在分化。新兴市场依靠渗透率提升释放空间，成熟市场则CONTENTS0101澳大利亚基本国情01/08消费者行为分析主流电商渠道40/4505出海澳洲策略建议46/591澳大利亚基本国情人口结构经济概览进出口贸易00澳大利亚基本国情经济概览澳大利亚历年主要经济指标数据—近五年GDP4.2%3.4%1.691.731.751.331.56澳大利亚基本国情经济概览、进出口贸易澳大利亚历年主要经济指标数据—近五年人均GDP6.506.48澳大利亚历年主要经济指标数据—近五年人均GDP6.506.486.446.065.182.9%2.0%-0.6%-1.3%——人均GDP数据——人均GDP增速澳大利亚基本国情进出口贸易ThailandUnitedArabEmirates0.67%0.63%0.61%12%0.89%0.80%澳大利亚基本国情文化与节日祝耶稣复活的节日，时间为3月21日春分月圆后澳大利亚基本国情基础设施建设、物流与支付生态区域的升级改造；昆士兰州的交通和道路投资计划则采用全网理念，实现联邦基础设施投资计划资金与亿美元澳大利亚基本国情物流与支付生态2.29万亿美元2.29万亿美元1.07万亿美元 .2.(一）电商市场规模（二）电商发展趋势6041.7543.454546.541.7539.3739.8734.7939.3739.8734.7931.5430.3232.8324.9231.5430.3232.8324.92FashionFoodBeauty&FashionFoodBeauty&PersonalCareMediaTobaccoProductsEyewear●OTCPharmaceuticalsBeverages●Electronics●-●DIY&HardwareStore●Furniture●HouseholdEssentials 85.8亿美元2480亿美元3510亿美元PostcodeNameState4350TOOWOOMBAQLDPostcodeNameState4350TOOWOOMBAQLD4740MACKAYQLD3030POINTCOOKVICToplocationsbyvolumeperToplocationsbyvolumeperPostcodeNameState2000SYDNEYNSW2015ALEXANDRIANSW4184MACLEAYISLANDQLD靠前；PostcodeNameState3336FRASERRISEVICPostcodeNameState3336FRASERRISEVIC4680GLADSTONEQLD4184MACLEAYISLANDQLDQLD7.3%WA4.7%SA4.9%ACT0.7%ACT0.7%3消费者行为分析(一）消费者画像（二）消费特征 Onlinespend2024Onlinespend2024GenZ8Onlinespend2024GenX8Onlinespend2024Onlinespend2024Growthinonlinespend(YoY)Growthinonlinespend(YoY)Growthinonlinespend(YoY)4.0%Growthinonlinespend(YoY)Growthinonlinespend(YoY)ShareofonlinespendShareofonlinespendShareofonlinespendShareofonlinespendShareofonlinespend消费者年龄平均客单价（澳元）变化行的一项调查，近三分之二的社交媒体购物者是女性，约三分之一的社交媒体购物者是男性。HealthHealth&BeautyFashion&ApparelSports&ExerciseAlcoholToys&GamesFurnitureOfficeTechnologyDepartment&MarketplaceHome,Bed&BathMedical40%68%47%29%63%40%MalePercentageFemalePercentage》关于促销活动76%GenZ47%GenX24%BabyBoomersMorepeopleplantoshopsaleeventsin2025,withGenZleadingtheway82%GenZ60%GenX35%BabyBoomers》关于社交电商6ConvenienceBrandstoryGenZGenXBabyBoomersBuilders》关于支付方式2%2%4%7%BabyBoomers16%2%16%2%GenX8%32%39%8%32%39%ApplePayGooglePayTOTAL33%12%45%33%12%45%GenZGenZGenXBabyBoomersBuildersGenZGenXBabyBoomersBuilders》购物需求增加，线上占比提升Willspendaboutthesameonlinein2025(-3%vsLY)Willspendlessonlinein202540%Willspendmoreonlinein2025Iwillvisitphysicalstoreslessoften24%IwillbuymorefromA.au20%Iwillbuyfromdifferentonlinestores25%Iwillbuyfromdifferentphysicalstores25%IwillbuymorefromotheronlinemarketplacesIwillbuyproductsonlinethatpreviouslyIwouldhaveboughtinstoresIwillbuydifferentproductsfromA.authanIhavepreviouslyN/A;Idonotexpectmyhabitstochangein202537%36%202420252024eBayWebsiteAmazonAmazonSocialMediaSocialMediaGoogleYoYCategoryGrowth80%2025Research64%65%64%57%54%53%54%45%49%48%57%54%53%54%45%43%37%28%43%37%28%8%4%2%4%0%8%4%2%4%0%Toys,Kids&Sports,Fitness&Expecttopurchaseonlinein202561%64%47%49%65%RetailerwithstoresandwebsiteAbrand'sownwebsite6%Otheronlineretailer9%8%7%Amazon37%24%24%eBay20%Catch7%7%8%Kogan4%8%Shein6%6%6%Temu9%8%MyDeal3%4%Clothing,Shoes&AccessoriesVitaminsandSupplementsSkincare&HaircareLuggage&TravelGearExpecttopurchaseonlinein202580%80%56%56%57%57%56%56%39%39%RetailerwithstoresandwebsiteAbrand'sownwebsite34%30%8%27%4%Otheronlineretailer8%8%6%Amazon22%■16%eBay8%8%8%Catch8%4%Kogan6%3%3%Shein3%7%Temu20%4%8%7%MyDeal3%3%》期望快速配送，倾向灵活交付34%25%20%GenZ26%25%28%26%25%72%25%6%8%6%3%GenXBabyBoomers75%9%BuildersUnwillingtopaymoreUpto$5Upto$10Upto$15》配送服务2225%22%2%GenZ26%23%4%32%32%32%26%22%20%22%20%8%8%6%4%6%GenXBabyBoomers35%22%7%4%BuildersNothing+$1to$10+$11》成本优先ConvenienceLowerpricesDiscountsFreedelivery PricecomparisonMoreproductvarietyFastshippingProductsonlysoldonlineClickandcollectFindingcertainproducts/brandsFreereturnsCustomerreviewsSafety(avoidpublicplaces)FindnewbrandsShoppingrecommendations/personalization68%47%46%38%32%30%28%27%26%6%0%10%20%30%40%50%60%70%80%Shareofrespondents36%I'vestartedshoppingatdiscountstoresmoreoften36%35%I'veincreasedonlineshoppingtofindbetterdeals35%I'veswitchedtodifferentI'veswitchedfrombrandedstorestogenericretailers23%Ihaven'tchangedmyshoppinghabitsdespitetherisingprices23%I'vestartedshoppingatawholesalestore》顾客评论Free/FastShipping43%43%39%39%DiscountonFirstOrder26%26%30%30%CustomerReviewsGreatQualityWebsiteBNPL(AfterPay/Zip)3%LiveChat0%0%3%Free/FastShipping 40%33%33%DiscountonFirstOrder32%32%33%33%CustomerReviews GreatQualityWebsite 24%24%BNPL(AfterPay/Zip)LiveChat4%4%$68.9$60.9$60.9$61.6$61.5$47.4$26.820172018202220232024Onlinespend$28.520202015201620192021YoYgrowth-16.5%20.7%24.9%6.4%66.2%28.4%1.1%0.0%12.0%3025205033%26%22%0pp9pp26%22%23%23%23%23%1-3times4-11times12-25times26-51times52timesandmore202420182024澳大利亚电子商务市场按产品类别划分的收入217B2000Year●TotaleElectronicseBeauty&PersonalCareeBeveragesDIY&HardwareStoreFashionEyewearFurnitureCategories●Food●HouseholdEssentialsMedia.OTCPharmaceuticalsTobaccoProductsToys&Hobby》市场规模Size,ByType,2024-2033（USDMillion）USD10,590.0M20242025202620272028USD20292030203120322033MPersonalCareProductsCosmetics/Make-upPersonalCareProducts可支配收入的增加以及消费者对高品质奢华产品的日益增长，预计高端产品到2030年》前景趋势从渠道趋势来看，尽管线下市场仍是澳大利亚美妆个护产品的主要销售渠道，但其线上市场份额正在逐75%2020年至2029年澳大利亚美容和个人护理市场按销售渠道划分的收入份额75%50%56.5%55.4%62%64.9%63%60.1%56.5%53.7%51.8%50.6%25%43.5%44.6%38%35.1%37%39.9%43.5%46.3%48.2%49.4%0%202020222023Online20242025Offline2026202720282029》市场规模Size,ByProductType,2024-2033（USDBillion）USD26.79B20242025202620272028USD41.88B20292030203120322033HomeAppliancesPersonalCareandGroomingHomeAppliancesPersonalCareandGrooming截至2025年6月澳大利亚消费电子产品拥有量SmartphoneTVHeadphones/earphonesLaptopTabletSpeakers(incl.smartspeakers)Wearables(e.g.,smartwatch,health/fitnesstracker)DesktopPCPrinter/copierDigitalcameraMusiccenter(Hifilstereo)eReaderNoneoftheabove87%81%77%66%57%53%48%48%35%34%22% 0%10%20%40%60%80%1Shareofrespondents98%00%》前景趋势》市场规模Size,ByComponent,2024-2033（USDBillion）USDUSD3.8B202420252024Hardware20262027202820292030SmartAppliancesAISpeaker203120322033Services》前景趋势2018年至2029年澳大利亚智能家居用户数量(百万）876543210201820192020202120222023202420252026202720282029》市场规模Size,ByType,2024-2033（USDBillion）USDUSD2033Others202820292033Others202820292030Ready-to-Wear(RTW)20312032HauteCoutureFastFashionMass-MarketFashion》前景趋势道。2020年至2029年澳大利亚时尚电商市场二手细分市场收入10,0008,0006,0004,0002,00002020202120222023202420252026202720282029AccessoriesApparelFashionFootwear主流电商渠道Books,e-books,andaudiobooksClothingGamesandtoysComputers,tablets,andrelatedaccessoriesandsoftwareSmallelectricalgoodsFootwearAccessoriesPetsuppliesGaming7%7%0%5%10%15%20%25%30%35%41尚、家居等全品类。凭借早期市场布局形成的42AmazoneBayTemuSheinCatchKoganMyDeal63%58%56%55%43%46%28%26%23%20%0%20%40%60%80%Whichofthefollowingmarketplacesdoyouintendtobuyfrominthenext12months?Whichofthefollowingmarketplaceshaveyouboughtfrominthepast12months?43455 ①①47》本土潜力品类22.3%averagegrowth averagegrowth9.1%6.4%7.6%6.4%4.1%OnlineFood&FashionHome&ConsumerHobbies&DepartmentHealth&BooksYoYgrowthMarketplacesLiquorGardenElectronicsRecreationalStoresBeautyStationery,&OnlineFood&FashionHome&ConsumerHobbies&DepartmentHealth&BooksOnlinespend$15.9b$9.6b$9.2b$7.7b$4.0b$3.5bS3.0b$2.2b%shareofonlinespend23.1%19.8%13.9%%shareofonlinespend48步向健康、美容、家居和细分消费领域延伸。这为跨》平台优势品类》大促热销产品49）：）：大促时间活动名称选品风向TemuAmazonAppleWoolworthseBayAustraliaFlybuysColesGroupEve