Australian consumers are continuing to shop online in high numbers, but they are expanding the ways they discover and evaluate products according to the Australian and New Zealand Commerce Report 2025 by IAB Australia and Pureprofile. The Report has found that while cost-of-living pressures have eased slightly, shoppers remain highly value-conscious with 72% of consumers actively cutting back on non-essential items, down from 75% in 2024. The Report found that across a broad range of product discovery sources assessed, online shoppers used an average of 4.8 touchpoints, with online search, retailers own stores and content, shoppers’ personal connections, other consumers and social media being some of the most important sources.
Search remains the top discovery tool overall, particularly for over 50s (64%). Social media and influencers are key to millennial and gen z online shoppers, with 59% of 18-39’s saying social media is important to how they find products to buy, and 75% having discovered brand information from an influencer or content creator that they follow. Retailer owned assets and content were also identified as increasingly important.
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