Travel accounts for the highest Online Sales volume in Australia

eMarketer estimates that total B2C ecommerce sales in Australia (including travel) were $10.5 billion in 2011. This was enough to make Australia the fourth-largest ecommerce market in Asia-Pacific. A big reason for that position was high online buyer penetration, estimated by eMarketer at 68.5% of total internet users.

The most popular items purchased online included travel and tickets, followed by CDs, books and other media.

PhoCusWright estimates that 39% of all 2012 travel purchases in ANZ were made online. eMarketer is predicting a 7.4% annual growth. Together with the apparel segment, it was the only category that saw a year-on-year growth.

Because of the higher pricepoint of travel products, the category is taking the lead in Online Sales volume. “Totaling AUD5.9 billion ($6.08 billion), online travel sales accounted for more than one-quarter of all Australian B2C ecommerce sales during that period, according to June data from Roy Morgan Research.” (, Jan 2013)

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