# Cross-Border E-commerce in Australia: What Local Sellers Need

URL: https://ecomchannels.com/insights/cross-border-ecommerce-australia/
Category: E-commerce trends
Updated: 2026-10-30

> 71% of Australians buy from overseas retailers and offshore marketplaces keep growing. What cross-border trade means for local sellers and how to export.

Australia is one of the world's most active cross-border shopping markets: Visa found 71% of Australians buy from overseas retailers, compared with a 59% global average. Low prices are the main reason, and offshore marketplaces such as Temu and Shein keep gaining shoppers. Local sellers usually can't win on price alone, but they can win on delivery speed, trust and product information. Cross-border trade also works the other way: around 40% of Australian e-commerce businesses already sell overseas.

## How much do Australians buy from overseas?

Several sources give a consistent picture.

- [Visa's Global Spending Shift research](https://www.visa.com.au/about-visa/newsroom/press-releases/global-inspiration-local-confidence-the-new-habits-shaping-australias-holiday-shoppers.html), surveyed in October 2025, found 71% of Australians buy from overseas retailers, well above the 59% global average.
- Landmark Global's [2025 Australia factsheet](https://landmarkglobal.com/uploads/Factsheet_2025_Australia_EN_v03.pdf) estimates about 20% of Australian e-commerce is cross-border. China (51%) and the US (47%) were the most common source countries for cross-border shoppers in 2024, followed by the UK (28%).
- [Westpac DataX](https://www.westpac.com.au/about-westpac/media/media-releases/2025/28-october/) found Australian spending on international marketplaces grew by an average of 18% a year from 2023, with November 2024 setting a monthly record of $852 million. Clothing made up over 25% of that spend and consumer electronics 18%.

## Why shoppers buy offshore

Price is the main reason. Landmark Global's data shows low product prices were the leading reason for buying from abroad (48%), followed by wider choice of products and brands (36%) and ease of finding products (34%). Clothing and footwear was the largest cross-border category, bought by 36% of cross-border shoppers.

Offshore marketplaces have scaled on that appeal. [Roy Morgan](https://www.roymorgan.com/findings/10158-amazon-temu-and-shein-growth-story-continues-march-2026) estimates Temu had 5 million Australian shoppers in 2025 and close to $3 billion in sales, and Shein 2.9 million shoppers and about $1.9 billion. Roy Morgan argues these ultra-low prices are resetting what consumers think things should cost.

## The tax position for low-value imports

Australian sellers often ask whether overseas sellers avoid GST. The [ATO's rules on low value imported goods](https://www.ato.gov.au/businesses-and-organisations/international-tax-for-business/gst-for-non-resident-businesses/gst-on-low-value-imported-goods) say that non-resident businesses selling goods with a customs value of A$1,000 or less to Australian consumers must collect GST and pay it to the ATO. For consignments over A$1,000, GST, duty and clearance charges are collected from the importer at the border. The rules also apply to electronic distribution platform operators, such as online marketplaces, and to redeliverers. This is general information only; get advice for your own situation.

## Where local sellers have the advantage

Competing with offshore platforms on price is usually a losing game. Local sellers have other advantages:

- **Delivery speed.** [Grant Thornton's 2025 survey](https://www.grantthornton.com.au/globalassets/1.-member-firms/australian-website/industry/retail/pdfs/gtal_2026_retail_report.pdf) found 84% of Australians expect deliveries from overseas brands to take at least a week, while 40% think local retailers should deliver in three days or less. Grant Thornton also found consumers are most willing to pay for express delivery from well-known domestic brands.
- **Trust and returns.** Returning a local purchase is easier, and local sellers can offer warranties and support that shoppers can rely on.
- **Product information.** Clear specifications, Australian sizing and compliance details, and honest images reduce the risk shoppers feel, especially for higher-value items.

To use these advantages, they have to appear in the listing: delivery dates, returns terms and local stock should be visible before checkout. Marketplace dynamics more broadly are covered in our [Australian online shopping statistics for 2026](https://ecomchannels.com/insights/australian-online-shopping-statistics-2026/).

## Selling overseas from Australia

Cross-border trade also creates export opportunities. Australia Post's [2025 report](https://auspost.com.au/content/dam/auspost_corp/media/documents/ecommerce-reports/annual-ecommerce-reports/ecommerce-report-2025.pdf) found 40% of Australian e-commerce businesses sell internationally, rising above 50% for large enterprises, and 40% plan to expand overseas, mostly within two to five years. Among businesses that don't yet send internationally, 63% said lack of knowledge about overseas markets was holding them back. New Zealand, the US and the UK are the top countries buying from Australian retailers, and 71% of international shoppers buying from Australia say clear delivery charges before purchase are very important.

Australia Post's [July 2025 update](https://auspost.com.au/content/dam/auspost_corp/media/documents/ecommerce-reports/quarterly-ecommerce-reports/july-2025-quarterly-ecommerce-update.pdf) adds that smaller exporters increasingly sell through their own websites (54%) and social media (52%), and notes that US tariff changes have made that market less predictable.

## Key figures

- **71% of Australians** buy from overseas retailers, versus 59% globally ([Visa, 2025](https://www.visa.com.au/about-visa/newsroom/press-releases/global-inspiration-local-confidence-the-new-habits-shaping-australias-holiday-shoppers.html)).
- About **20% of Australian e-commerce** is cross-border ([Landmark Global, 2025](https://landmarkglobal.com/uploads/Factsheet_2025_Australia_EN_v03.pdf)).
- Spending on international marketplaces grew an average **18% a year** from 2023 ([Westpac, 2025](https://www.westpac.com.au/about-westpac/media/media-releases/2025/28-october/)).
- **84% of Australians** expect overseas deliveries to take at least a week ([Grant Thornton, 2025](https://www.grantthornton.com.au/globalassets/1.-member-firms/australian-website/industry/retail/pdfs/gtal_2026_retail_report.pdf)).
- **40% of Australian e-commerce businesses** already sell internationally ([Australia Post, 2025](https://auspost.com.au/content/dam/auspost_corp/media/documents/ecommerce-reports/annual-ecommerce-reports/ecommerce-report-2025.pdf)).

## How eComChannels helps

To compete with offshore platforms, local sellers need to be visible and make their advantages obvious. eComChannels helps with both.

- [AI listing optimisation](https://ecomchannels.com/products/ai-listing-optimisation/) drafts listings for each marketplace from one master record, with full specifications, local details and delivery and returns information. That makes your listing easier to find and easier to choose over a cheaper offshore alternative. People approve every draft.
- [AI auto shipping](https://ecomchannels.com/products/ai-shipping/) prints labels and manifests for Australia Post, StarTrack, CouriersPlease and Allied Express and pushes tracking to marketplaces automatically, helping you meet the faster delivery times shoppers expect from local sellers.
- [Branded storefronts](https://ecomchannels.com/products/storefronts/) give you a fast, SEO- and GEO-ready store connected to your order management, which is a direct channel for domestic customers and overseas buyers alike.

[Book a demo or start a 30-day free trial](https://ecomchannels.com/book-a-demo/) to see how your listings compare.

## FAQ

### What share of Australian online shopping goes to overseas retailers?

Estimates vary. Landmark Global estimates about 20% of Australian e-commerce is cross-border, and Visa found 71% of Australians have bought from overseas retailers.

### Do overseas sellers charge GST to Australian customers?

Generally yes, for goods valued at A$1,000 or less. Under ATO rules, non-resident businesses, marketplaces or redeliverers must collect GST on low value imported goods sold to Australian consumers. This is general information, not tax advice.

### How can Australian sellers compete with Temu and Shein?

Compete on what offshore platforms can't easily match: fast, reliable local delivery, easy returns, accurate product information and a trusted brand. Make those visible on every listing, and keep handling costs low so you can match prices where it matters.

## Sources
- Global inspiration, local confidence: The new habits shaping Australia's holiday shoppers, Visa (2025): https://www.visa.com.au/about-visa/newsroom/press-releases/global-inspiration-local-confidence-the-new-habits-shaping-australias-holiday-shoppers.html
- E-commerce Country Factsheet 2025: Australia, Landmark Global (2025): https://landmarkglobal.com/uploads/Factsheet_2025_Australia_EN_v03.pdf
- Black Friday boom: Westpac estimates Aussie spend likely to hit new record high, Westpac (2025): https://www.westpac.com.au/about-westpac/media/media-releases/2025/28-october/
- Temu and Shein still the headline disruptors in 2025, Roy Morgan (2026): https://www.roymorgan.com/findings/10158-amazon-temu-and-shein-growth-story-continues-march-2026
- GST on low value imported goods, Australian Taxation Office (2026): https://www.ato.gov.au/businesses-and-organisations/international-tax-for-business/gst-for-non-resident-businesses/gst-on-low-value-imported-goods
- Value, Speed, and Reliability: What's Driving Australian Retail, Grant Thornton Australia (2025): https://www.grantthornton.com.au/globalassets/1.-member-firms/australian-website/industry/retail/pdfs/gtal_2026_retail_report.pdf
- Australia Post eCommerce Report 2025, Australia Post (2025): https://auspost.com.au/content/dam/auspost_corp/media/documents/ecommerce-reports/annual-ecommerce-reports/ecommerce-report-2025.pdf
- Quarterly eCommerce Update July 2025, Australia Post (2025): https://auspost.com.au/content/dam/auspost_corp/media/documents/ecommerce-reports/quarterly-ecommerce-reports/july-2025-quarterly-ecommerce-update.pdf