Australian online shopping hits record as AI tools gain traction

• A new industry report shows that 35% of Australian consumers now shop online at least weekly.
• The rising uptake of digital commerce has been heavily driven by artificial intelligence tools.
• Cost-of-living pressures are forcing 71% of shoppers to modify their online retail behaviours.

A joint report by IAB Australia and Pureprofile (ASX:PPL) revealed that 35% of Australian consumers now shop online at least weekly, marking a rise from 29% recorded in 2025.

The immediate financial driver behind this record frequency stems from widespread cost-of-living pressures, which have forced 71% of domestic online shoppers to modify their purchase selections.

“The path to purchase is becoming far more fragmented, with Australians discovering and validating products across social platforms, creators, retailer channels and AI-powered tools,” said Pureprofile CEO Martin Filz.

The data shows that 75% of young shoppers aged 18 to 39 years utilise artificial intelligence features during product selection, though 80% of all respondents expressed distinct reservations regarding data privacy and recommendation accuracy.

The corporate strategy of Pureprofile remains heavily focused on expanding consumer data tracking across the Asia-Pacific region to capture shifting retail habits.

This builds on prior e-commerce studies from the group highlighting a multi-year baseline expansion of digital grocery transactions across Australia.