Vol.01Vol.01全球電商市場報(bào)告澳大利亞篇GlobalE-commerceMarketReport-AustraliaEditionAMZ123報(bào)告團(tuán)隊(duì)出品全球格局也在分化。新興市場依靠滲透率提升釋放空間，成熟市場則CONTENTS0101澳大利亞基本國情01/08消費(fèi)者行為分析主流電商渠道40/4505出海澳洲策略建議46/591澳大利亞基本國情人口結(jié)構(gòu)經(jīng)濟(jì)概覽進(jìn)出口貿(mào)易00澳大利亞基本國情經(jīng)濟(jì)概覽澳大利亞歷年主要經(jīng)濟(jì)指標(biāo)數(shù)據(jù)—近五年GDP4.2%3.4%1.691.731.751.331.56澳大利亞基本國情經(jīng)濟(jì)概覽、進(jìn)出口貿(mào)易澳大利亞歷年主要經(jīng)濟(jì)指標(biāo)數(shù)據(jù)—近五年人均GDP6.506.48澳大利亞歷年主要經(jīng)濟(jì)指標(biāo)數(shù)據(jù)—近五年人均GDP6.506.486.446.065.182.9%2.0%-0.6%-1.3%——人均GDP數(shù)據(jù)——人均GDP增速澳大利亞基本國情進(jìn)出口貿(mào)易ThailandUnitedArabEmirates0.67%0.63%0.61%12%0.89%0.80%澳大利亞基本國情文化與節(jié)日祝耶穌復(fù)活的節(jié)日，時(shí)間為3月21日春分月圓后澳大利亞基本國情基礎(chǔ)設(shè)施建設(shè)、物流與支付生態(tài)區(qū)域的升級(jí)改造；昆士蘭州的交通和道路投資計(jì)劃則采用全網(wǎng)理念，實(shí)現(xiàn)聯(lián)邦基礎(chǔ)設(shè)施投資計(jì)劃資金與億美元澳大利亞基本國情物流與支付生態(tài)2.29萬億美元2.29萬億美元1.07萬億美元 .2.(一）電商市場規(guī)模（二）電商發(fā)展趨勢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 85.8億美元2480億美元3510億美元PostcodeNameState4350TOOWOOMBAQLDPostcodeNameState4350TOOWOOMBAQLD4740MACKAYQLD3030POINTCOOKVICToplocationsbyvolumeperToplocationsbyvolumeperPostcodeNameState2000SYDNEYNSW2015ALEXANDRIANSW4184MACLEAYISLANDQLD靠前；PostcodeNameState3336FRASERRISEVICPostcodeNameState3336FRASERRISEVIC4680GLADSTONEQLD4184MACLEAYISLANDQLDQLD7.3%WA4.7%SA4.9%ACT0.7%ACT0.7%3消費(fèi)者行為分析(一）消費(fèi)者畫像（二）消費(fèi)特征 Onlinespend2024Onlinespend2024GenZ8Onlinespend2024GenX8Onlinespend2024Onlinespend2024Growthinonlinespend(YoY)Growthinonlinespend(YoY)Growthinonlinespend(YoY)4.0%Growthinonlinespend(YoY)Growthinonlinespend(YoY)ShareofonlinespendShareofonlinespendShareofonlinespendShareofonlinespendShareofonlinespend消費(fèi)者年齡平均客單價(jià)（澳元）變化行的一項(xiàng)調(diào)查，近三分之二的社交媒體購物者是女性，約三分之一的社交媒體購物者是男性。HealthHealth&BeautyFashion&ApparelSports&ExerciseAlcoholToys&GamesFurnitureOfficeTechnologyDepartment&MarketplaceHome,Bed&BathMedical40%68%47%29%63%40%MalePercentageFemalePercentage》關(guān)于促銷活動(dòng)76%GenZ47%GenX24%BabyBoomersMorepeopleplantoshopsaleeventsin2025,withGenZleadingtheway82%GenZ60%GenX35%BabyBoomers》關(guān)于社交電商6ConvenienceBrandstoryGenZGenXBabyBoomersBuilders》關(guān)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》購物需求增加，線上占比提升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，傾向靈活交付34%25%20%GenZ26%25%28%26%25%72%25%6%8%6%3%GenXBabyBoomers75%9%BuildersUnwillingtopaymoreUpto$5Upto$10Upto$15》配送服務(wù)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》成本優(yōu)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》顧客評(píng)論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澳大利亞電子商務(wù)市場按產(chǎn)品類別劃分的收入217B2000Year●TotaleElectronicseBeauty&PersonalCareeBeveragesDIY&HardwareStoreFashionEyewearFurnitureCategories●Food●HouseholdEssentialsMedia.OTCPharmaceuticalsTobaccoProductsToys&Hobby》市場規(guī)模Size,ByType,2024-2033（USDMillion）USD10,590.0M20242025202620272028USD20292030203120322033MPersonalCareProductsCosmetics/Make-upPersonalCareProducts可支配收入的增加以及消費(fèi)者對(duì)高品質(zhì)奢華產(chǎn)品的日益增長，預(yù)計(jì)高端產(chǎn)品到2030年》前景趨勢從渠道趨勢來看，盡管線下市場仍是澳大利亞美妝個(gè)護(hù)產(chǎn)品的主要銷售渠道，但其線上市場份額正在逐75%2020年至2029年澳大利亞美容和個(gè)人護(hù)理市場按銷售渠道劃分的收入份額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》市場規(guī)模Size,ByProductType,2024-2033（USDBillion）USD26.79B20242025202620272028USD41.88B20292030203120322033HomeAppliancesPersonalCareandGroomingHomeAppliancesPersonalCareandGrooming截至2025年6月澳大利亞消費(fèi)電子產(chǎn)品擁有量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%》前景趨勢》市場規(guī)模Size,ByComponent,2024-2033（USDBillion）USDUSD3.8B202420252024Hardware20262027202820292030SmartAppliancesAISpeaker203120322033Services》前景趨勢2018年至2029年澳大利亞智能家居用戶數(shù)量(百萬）876543210201820192020202120222023202420252026202720282029》市場規(guī)模Size,ByType,2024-2033（USDBillion）USDUSD2033Others202820292033Others202820292030Ready-to-Wear(RTW)20312032HauteCoutureFastFashionMass-MarketFashion》前景趨勢道。2020年至2029年澳大利亞時(shí)尚電商市場二手細(xì)分市場收入10,0008,0006,0004,0002,00002020202120222023202420252026202720282029AccessoriesApparelFashionFootwear主流電商渠道Books,e-books,andaudiobooksClothingGamesandtoysComputers,tablets,andrelatedaccessoriesandsoftwareSmallelectricalgoodsFootwearAccessoriesPetsuppliesGaming7%7%0%5%10%15%20%25%30%35%41尚、家居等全品類。憑借早期市場布局形成的42AmazoneBayTemuSheinCatchKoganMyDeal63%58%56%55%43%46%28%26%23%20%0%20%40%60%80%Whichofthefollowingmarketplacesdoyouintendtobuyfrominthenext12months?Whichofthefollowingmarketplaceshaveyouboughtfrominthepast12months?43455 ①①47》本土潛力品類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、家居和細(xì)分消費(fèi)領(lǐng)域延伸。這為跨》平臺(tái)優(yōu)勢品類》大促熱銷產(chǎn)品49）：）：大促時(shí)間活動(dòng)名稱選品風(fēng)向TemuAmazonAppleWoolworthseBayAustraliaFlybuysColesGroupEve