Australia's e-commerce revenue down 21% in February

Traffic declined 19% MoM.

Australia's e-commerce revenue fell 21% in February compared to January 2025 as the sector experienced its typical post-holiday slowdown, according to Pattern's latest report.

Traffic declined 19% month-on-month, whilst conversion rates dropped 5%, reflecting a pullback in consumer spending after the peak year-end shopping season.

Despite the short-term dip, year-on-year (YoY) data suggests the market remains on an upward trajectory.

February traffic rose 4% YoY, whilst revenue saw a modest 2% increase. However, the conversion rate edged down slightly from 1.62% to 1.60%, and the average order value (AOV) slipped 1% to $161.

Analysts noted that whilst spending softened, the rise in traffic indicates sustained consumer interest in online shopping, suggesting that the sector continues to expand even as conversion rates and AOV face minor pressures.