Australia Social Commerce Market Report Size Share Growth Drivers Trends Opportunities & Forecast 2025–2030

Australia Social Commerce Market Overview

• The Australia Social Commerce Market is valued at approximately AUD 27.7 billion, based on a five-year historical analysis. This growth is primarily driven by the increasing penetration of social media platforms, the rise of mobile commerce, and changing consumer behaviors that favor online shopping experiences integrated with social interactions. The market has seen a significant shift towards social commerce as brands leverage shoppable posts, in-app checkout, influencer collaborations, and short?form video content on platforms such as Facebook, Instagram, TikTok, Pinterest, and Snapchat to engage with consumers directly.
• Key cities dominating the Australia Social Commerce Market include Sydney, Melbourne, and Brisbane. These urban centers are characterized by high internet penetration rates, a tech-savvy population, and a vibrant retail environment, with strong adoption of e-commerce and digital payments. The concentration of businesses and consumers in these cities facilitates a robust ecosystem for social commerce, enabling brands to effectively reach and engage their target audiences through localized campaigns, click-and-collect options, and omnichannel retail strategies.
• In 2023, the Australian government implemented regulations to enhance consumer protection in online transactions, particularly in social commerce. This includes the application of the Australian Consumer Law, as amended by the Treasury Laws Amendment (More Competition, Better Prices) Act 2022 administered by the Australian Competition and Consumer Commission, which strengthens rules around unfair contract terms, misleading or deceptive conduct, and requirements for businesses to provide clear, accurate information about products and services supplied through digital and social media channels. These provisions support transparency and fairness in online shopping by covering disclosures, pricing representations, refund rights, and influencer and testimonial practices in social commerce.

Australia Social Commerce Market Segmentation

By Business Model:

The Australia Social Commerce Market is segmented into three primary business models: Business-to-Consumer (B2C), Business-to-Business (B2B), and Consumer-to-Consumer (C2C). Among these, the B2C segment is the most dominant, consistent with global patterns where B2C accounts for close to two?thirds of social commerce revenues, driven by direct consumer engagement on social platforms. The increasing number of consumers shopping directly from brands via social media storefronts, integrated checkout, and live shopping features, combined with targeted advertising, creator? and influencer?led campaigns, and user?generated content, has significantly boosted consumer engagement and sales in this segment.

By Product Category:

The market is also segmented by product categories, including Fashion & Apparel, Beauty & Personal Care, Consumer Electronics, Home & Living, Groceries & Food Delivery, Health & Wellness, and Others. The Fashion & Apparel category leads the market, in line with global trends where fashion accounts for the largest share of social commerce spending, supported by trend?driven purchases and high visual engagement. This leadership is fueled by the popularity of influencer marketing, creator?driven styling content, and the visual nature of social media platforms, which effectively showcase products through photos, short?form video, and live streams to drive discovery, social proof, and conversion.

Australia Social Commerce Market Competitive Landscape

The Australia Social Commerce Market is characterized by a dynamic mix of regional and international players. Leading participants such as Meta Platforms, Inc. (Facebook & Instagram), TikTok (ByteDance Ltd.), Pinterest, Inc., Snapchat Inc., Shopify Inc., Amazon Australia, eBay Australia, Kogan.com, Catch.com.au, The Iconic, Adore Beauty, Pet Circle, Afterpay, Zip Co, Canva contribute to innovation, geographic expansion, and service delivery in this space through social storefronts, in?app checkout, integrated advertising, and creator?commerce partnerships.

Australia Social Commerce Market Industry Analysis

Growth Drivers

• Increased Mobile Usage:The number of mobile phone users in Australia reached approximately 26 million in future, representing a significant penetration rate of 98%. This surge in mobile usage has facilitated easier access to social commerce platforms, enabling consumers to shop seamlessly through their devices. With mobile commerce sales projected to account for over AUD 32 billion in future, the convenience of mobile shopping is a key driver of social commerce growth in the region.
• Rise of Influencer Marketing:In future, the influencer marketing industry in Australia is expected to generate around AUD 1.7 billion, reflecting a growing trend where brands leverage social media influencers to reach targeted audiences. This strategy enhances brand visibility and consumer trust, as 72% of millennials are influenced by social media recommendations. The effectiveness of influencer partnerships in driving sales is a crucial growth driver for social commerce in Australia.
• Integration of E-commerce and Social Media:The convergence of e-commerce and social media platforms has created a robust ecosystem for social commerce in Australia. In future, it is estimated that over 65% of Australian consumers will make purchases directly through social media channels. This integration streamlines the shopping experience, allowing brands to engage customers effectively and drive sales, thus propelling the growth of social commerce in the market.

Market Challenges

• Data Privacy Concerns:With the implementation of the Australian Privacy Principles, businesses face increasing scrutiny regarding consumer data protection. In future, 78% of Australians express concerns about how their data is used by social commerce platforms. This apprehension can hinder consumer trust and participation in social commerce, posing a significant challenge for companies aiming to leverage data for personalized marketing strategies.
• Competition from Traditional E-commerce:Traditional e-commerce platforms continue to dominate the market, with online retail sales in Australia projected to reach AUD 52 billion in future. This strong competition poses a challenge for social commerce, as established e-commerce players often have more resources and brand loyalty. The need for social commerce platforms to differentiate themselves and offer unique value propositions is critical to overcoming this challenge.

Australia Social Commerce Market Future Outlook

The future of social commerce in Australia appears promising, driven by technological advancements and evolving consumer preferences. As mobile usage continues to rise, brands will increasingly adopt innovative strategies, such as augmented reality and live shopping events, to enhance customer engagement. Additionally, the focus on sustainability and ethical practices will shape consumer expectations, compelling businesses to adapt. Overall, the integration of social media and e-commerce will likely redefine the shopping experience, fostering a more interactive and personalized environment for consumers.

Market Opportunities

• Expansion of Social Media Platforms:The emergence of new social media platforms presents significant opportunities for brands to reach untapped audiences. With over 82% of Australians using social media, brands can leverage these platforms to create targeted campaigns that resonate with diverse demographics, enhancing their market presence and driving sales.
• Growth of Live Shopping Events:Live shopping events are gaining traction in Australia, with an estimated 6 million viewers expected to participate in such events in future. This trend allows brands to engage consumers in real-time, creating a sense of urgency and excitement around product launches, thereby increasing conversion rates and fostering community engagement.