News

Aussie shoppers are more digital than ever and they’re on the hunt for a bargain

May 28, 2025 2 min read

digital shoppers concept- mobile phone merged with shopping cart — Image Adobe Stock

Retailers, take note: Aussie shoppers are switching up how they buy, and if you’re not showing up online, you might as well be invisible.

New research from Shopfully’s State of Shopping 2025 report shows a massive shift in how we shop. The data suggests that it all starts online. Around 83 per cent of Aussie consumers are now hitting digital touchpoints before they set foot in a store. Yes, even for good old in-person shopping, your online presence matters.

And with more than half of us not feeling too flash about our financial futures, bargain hunting has become a national sport. Shoppers are comparing prices, chasing deals, and doing their homework online before handing over their hard-earned dollars in-store.

Key points

83 per cent of Aussie shoppers start their buying journey on digital channels – even if they’re heading into a shop to buy.
84 per cent say promos sway them, but they also want personalised alerts, real-time stock updates, and helpful content.
Over half of shoppers use tech during their shopping journeys, and there’s growing appetite for AI tools, from shopping assistants to virtual try-ons.

“Retailers today must start the consumer journey where it begins: online,” says Brendan Straw, Shopfully’s Aussie Country Manager. “But simply being visible isn’t enough. You need to be useful.”

That means serving up personalised, timely, and relevant content to meet shoppers where they’re at. Whether that’s on their mobiles in bed or scrolling during their lunch break. From digital ads and mobile promotions to AI-powered tools, the key is creating a connected journey from browser to checkout and beyond.

Promos, personalisation and AI

And if you’re still relying on old-school promos to do the heavy lifting? It’s time for a refresh. While 84% of us admit promos influence what and where we buy, we’re looking for more than just discounts – we want value, relevance, and personalisation.

The report also revealed growing interest in new tech. Nearly half of Aussie shoppers are open to using AI in their buying journey – whether it’s for generating shopping lists, trying on clothes virtually, or just getting the best price fast.

“To stay ahead of the game, retailers need to embed innovation at every step,” says Straw. “Shoppers expect seamless, personalised experiences across the board – and they’ll go elsewhere if they don’t get it.”

So what does it all mean for small business retailers? The future of shopping is hybrid, high-tech and hyper-personal. Retailers who can blend smarts with service are the ones who’ll thrive.

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About the author

Cec Busby

Editor

Cec has been telling stories and chasing headlines for more than 25 years. These days, she’s editor of Private Media’s Business Builders and Flying Solo, and the voice behind the Flying Solo and First Act podcasts. She kicked off her editing career as the founding editor of Sydney street press The Brag and has since worn the editor’s hat across a stack of titles – from SX and CULT to Better Pictures, Total Rock, MTV, fasterlouder, mynikonlife and Fantastic Living. Cec’s reporting runs the gamut. She’s covered small business, politics, health and LGBTQIA+ issues with equal passion. And when she’s not in print or online, you might have caught her behind the mic at FBi Radio or in front of the camera on OutTV.