Social media platforms are not only a place to attach and share life updates. It’s the place Australians discover, examine and purchase from their favourite manufacturers.
In 2024, 57% of Australians shopped on social media, and that share continues to develop. This reveals how a lot affect these channels now have on Australian ecommerce.
To face out, you want greater than nice content material. You want a strong social media advertising and marketing technique and the correct instruments to information customers from their feed to your checkout.
Under, you’ll be taught what makes Australian ecommerce distinctive and why social media is on the centre of it. We’ll additionally share concepts of what to submit (and the place) to spice up model consciousness and gross sales.
Connecting social media and ecommerce: How Australians store on social
For Australian customers, social media is now a key a part of the shopping for journey. In accordance with We Are Social’s Digital 2025 Report, over 58% of Australians use social media to analysis manufacturers and merchandise, which reveals how strongly social influences each discovery and conversion.
Social platforms are additionally turning into search engines like google in their very own proper. Australians are turning to TikTok, Instagram and even LinkedIn to seek out suggestions, evaluations and options. This implies your social presence typically shapes a buyer’s first impression lengthy earlier than they attain your web site.
Throughout this discovery stage, Australians search for three issues:
- An lively social presence that ensures visibility and reveals your model is dependable
- Values and function that align with expectations round high quality, sustainability and transparency
- Indicators of legitimacy, resembling responsive engagement and useful content material
When these parts work collectively, social media turns into greater than a channel for inspiration. It turns into a direct driver of gross sales. If clients don’t really feel assured after viewing your social profiles, they’ll transfer on. In the event that they belief what they see, they’ll purchase.
What makes social commerce distinctive in Australia?
Social commerce in Australia performs by its personal guidelines. Customers don’t simply click on by as a result of one thing seems to be good. They take note of how manufacturers present up, how they communicate and the way effectively they perceive native tradition and habits.
To create content material that truly drives gross sales, that you must know what issues to Australians and the way their on-line behaviour shapes the best way they uncover and purchase.
Right here’s what to contemplate when concentrating on Australians.
Cultural nuances
Australians worth authenticity and a down-to-earth strategy. Whereas pushy or overly polished messaging works in some nations, it sometimes falls flat right here. As an alternative, Australians reply effectively to content material that’s humorous, relatable and unfiltered.
For instance, this Go-To Skincare testimonial encompasses a small buyer photograph and a partial product shot as an alternative of flashy visuals. This laid-back model resonates with Australian audiences as a result of it feels real fairly than staged:
Supply: Instagram
Australians additionally worth loyalty, belief and mutual assist—a cultural idea they name “mateship.” Content material that reveals camaraderie, consists of native landmarks or makes use of acquainted language lands greatest. That may imply calling out native sports activities like footy, utilizing Aussie slang or displaying an understanding of day by day life so Australians really feel seen, not bought to.
Sustainability and ethics additionally play a rising position in how Australians uncover and purchase merchandise on social media. Many consumers look carefully at a model’s values and environmental influence, which makes it vital to focus on your model’s ethos and show credibility in your social media advertising and marketing technique.
Viewers conduct and market saturation
Understanding Australian social utilization patterns is important for shaping a powerful native ecommerce technique. Right here’s how Australians interact with social media and what it means for you:
Who’s on-line
As of June 2025, Australia’s inhabitants sits at 27.61 million, with greater than 20.9 million lively social media customers. That’s roughly 76% of the nation.
With so many Australians lively on social platforms, these channels aren’t only a discovery instrument. They’re the place individuals spend a big a part of their day by day on-line time.
When and the way typically they’re lively
We Are Social’s report confirmed that Australians spend a mean of 1 hour and 51 minutes on social platforms every day. Whereas that provides a big window for reaching your viewers usually, engagement improves whenever you submit on the proper instances.
As a common guideline, the most effective instances to submit on social media in Australia are:
- Monday by Thursday from late afternoon to early night
- Mid-morning on Thursday by Sunday
Nevertheless, Australia’s six time zones imply timing must also mirror your viewers’s habits. Think about when your viewers is most lively, whether or not that’s commuters ending the workday or hospitality staff wrapping up early mornings, and schedule accordingly.
Which networks they use
Fb stays Australia’s main community with over 21 million native customers, adopted by YouTube, Instagram and LinkedIn. Whereas TikTok’s consumer base is smaller, its engagement ranges are far increased, with Australians spending extra time there than on some other social app.
Seasonality
Social media shopping for developments fluctuate all year long, however sure seasonal ecommerce durations in Australia constantly drive increased discovery and conversion charges:
- Black Friday/Cyber Monday: November is Australia’s largest on-line buying month. In truth, it overtook Christmas final yr in complete gross sales.
- Vacation season: December stays a serious shopping for interval, and it’s even greater in Australia because it’s additionally summer time. The mixture of the vacations and heat climate drives robust demand for wardrobe refreshes, competition gear and journey necessities.
- Again to high school: From late January to early February, Australians put together for the brand new college and college yr, making a surge in on-line buying.
Shopping for isn’t restricted to those peak seasons. Australians are lively customers year-round, and impulse buys play a big position. Multiple-third (38.5%) of Australians make impulse purchases by social media, with 28% doing so on a month-to-month foundation.
Discover the correct social platforms to your ecommerce objectives
Deciding on the correct networks is vital to tailoring your social media advertising and marketing technique appropriately. Right here’s how Australians use main platforms and what every affords for ecommerce development:
Fb
Fb continues to steer social media use in Australia. Whereas youthful audiences are shifting to different networks, Fb’s robust advert attain and group focus nonetheless make it beneficial for ecommerce manufacturers, particularly these concentrating on Gen X and Boomers.
Information Reportal’s 2025 report discovered that round 14 million Australians use Instagram, which is about 63% of eligible customers (Meta restricts these 12 and underneath).
Since Instagram is good for visible storytelling and model discovery, it’s excellent for influencer advertising and marketing campaigns, group engagement, model consciousness and visibility.
TikTok
TikTok’s 8.5 million Australian customers spend a mean of 42 hours a month on the app, which is greater than some other community.
Brief-form movies, influencer content material and interactive advertising and marketing campaigns carry out greatest right here. Whereas Gen Z and millennials make up the vast majority of customers scrolling by TikTok’s video feed, older demographics are progressively becoming a member of too.
YouTube
With over 20.9 million customers, YouTube is a cornerstone of Australia’s social ecosystem. And Australians are spending over 22 hours every week watching movies at residence, together with movies on YouTube.
This makes video advertising and marketing a strong instrument for ecommerce, the whole lot from fast advertisements for discovery to useful tutorials for training—each key drivers of ecommerce conversion.
LinkedIn, with roughly 17 million Australian customers, continues to develop as a platform for B2B ecommerce and model credibility.
It’s significantly efficient for reaching enterprise decision-makers, selling skilled services or products and establishing thought management by trusted content material.
6 content material concepts for ecommerce development in Australia
Authenticity is vital to social media advertising and marketing for Australian ecommerce. This implies your digital advertising and marketing technique ought to give attention to content material codecs that showcase actual tales and a humanised strategy.
Under are six content material concepts with examples of Australian manufacturers doing them effectively:
1. Highlight genuine native storytelling
Australians worth credibility and relatability, so use real examples to inform your model story. Share actual buyer images, evaluations and testimonials, tag clients and reshare native posts to construct group and increase visibility whereas reinforcing belief.
For instance, Frank Inexperienced makes use of Instagram’s visible storytelling options to showcase its various buyer base and the on a regular basis methods Australians use its merchandise:
Supply: Instagram
2. Construct hype with countdowns and seasonal drops
Countdowns and seasonal advertising and marketing campaigns create pleasure and urgency for Australian audiences. Options like Instagram or TikTok countdown stickers spotlight restricted releases, particular promotions or vacation launches, driving buyer engagement and anticipation.
For instance, Amazon Australia groups up with influencers on Instagram to create customized Black Friday wishlists, which builds pleasure and anticipation for upcoming offers.
Supply: Instagram
3. Humanise your model with behind-the-scenes content material
Australians join with manufacturers that really feel approachable and actual. Behind-the-scenes posts that includes your workforce or work atmosphere present who’s behind the model and show care and transparency.
For instance, Cotton On shared behind-the-scenes moments from its summer time launch with members of its workforce and clients lounging and laughing collectively.
Supply: Instagram
4. Go reside with real-time demos and Q&A classes
Livestreaming is an efficient method to interact Australian audiences. Product demos, new releases and Q&As create direct interplay and real-time engagement—particularly whenever you time them in keeping with your viewers’s schedule.
For instance, Media Week shared how Australian model BIG W elevated engagement by creating reside buying movies for its cosmetics.
Supply: Media Week
5. Accomplice with micro-influencers who mirror your viewers
Micro-influencers in Australia sometimes have smaller however extra engaged follower bases, which makes them a powerful match for genuine advertising and marketing. Selecting influencers who share your model values helps construct credibility and relatability.
For instance, Australian Wild Prawns partnered with micro-influencers to create genuine recipe content material, which elevated its model consciousness and strengthened group belief.
Supply: Fb
6. Create community-driven contests and giveaways
Australians worth camaraderie, so invite them to get entangled. Contests and giveaways that encourage social media customers to “tag a mate” or share experiences are proven to considerably increase engagement, conversions and consciousness.
For instance, Sydney-based residence furnishings model Koala typically runs Instagram giveaways to achieve extra feedback and appeal to extra followers.
Supply: Instagram
How one can flip followers into loyal clients
Getting consideration on social media is step one. Turning that focus into conversions is the place the actual development occurs. Past understanding your Australian audiences and crafting content material that resonates, use these easy techniques to show followers into repeat clients.
Optimise your bio and hyperlink expertise
Your profile is usually the primary place Australians test earlier than deciding whether or not to belief your model. Use it to make the following step apparent and easy.
Add a brief, benefits-focused bio, embody key particulars like delivery information or product classes and use a link-in-bio instrument to organise your high merchandise, bundles or promos in a single place. Utilizing shoppable tags and clear CTAs additionally helps flip fast profile visits into buy intent.
Mix paid and natural content material strategically
When you’ve already obtained content material that works, paid promotion extends its attain to new audiences. Begin by figuring out your top-performing natural posts, resembling Reels, tutorials or user-generated content material, and take a look at how they carry out when boosted.
By amplifying what’s already performing effectively, you guarantee your funding connects with Australians who worth genuine, related experiences.
Construct belief by incentives and proof
Australians reply greatest to manufacturers that construct belief by motion. Encourage purchases with contests, low cost codes or “share to win” campaigns, however all the time pair these with social proof. Testimonials and “as seen on” options reinforce credibility and switch curiosity into conversions.
For instance, Koala shares buyer evaluations alongside limited-time low cost codes to reassure first-time patrons and strengthen model belief.
Supply: Instagram
How Sprout powers higher ecommerce social media campaigns
Now that you just perceive the Australian ecommerce market and have methods able to make your mark, it’s time to optimise your strategy with the correct instruments. Sprout Social helps you handle campaigns, spot developments and measure outcomes effectively:
Take heed to your clients in actual time
Sprout’s Social Media Listening (a paid add-on) reveals you what’s trending throughout Australia, from rising product pursuits to common hashtags and competitor chatter. Preserving on high of those insights helps you modify your campaigns rapidly and create content material that resonates together with your viewers.
Listening filters beneficial insights from the noise of busy social networks. And built-in AI enables you to gauge sentiment round every matter and generate fast summaries from giant batches of knowledge.
Construct stronger influencer partnerships that drive gross sales
Sprout’s Influencer Advertising and marketing platform makes it simpler to attach with the correct micro-influencers to your model and collaborate with them authentically. It additionally affords useful engagement information to help you optimise and run campaigns that resonate together with your target market.
Model Match Rating and previous collaborations slender down your listing of potential collaborators to those that really match your model’s values. And as soon as your marketing campaign kicks off, Sprout makes it straightforward to trace efficiency and handle influencer marketing campaign workflows—all inside the identical platform.
Ship seamless buyer care
Responsiveness issues, and lacking feedback or DMs can ship potential patrons straight to your opponents. Sprout’s Sensible Inbox brings messages from all of your social networks into one stream, serving to you keep organised and reply sooner. Its automated tagging and filtering instruments allow you to type inquiries to prioritise what’s most vital.
Replying has by no means been simpler, both. Due to Sensible Inbox’s AI Help, you possibly can rephrase or soften responses immediately, enhancing tone, readability and response time.
Observe efficiency that proves ROI
After creating content material that resonates with Australians, you want clear insights into what’s driving outcomes. Instruments like Premium Analytics (a paid add-on) present deeper filtering, customized stories and enhanced metrics for higher decision-making.
You possibly can rapidly determine top-performing posts, apply customized tags to trace efficiency and set benchmarks that highlight new alternatives. Plus, AI-powered government summaries and built-in context make reporting on ROI easy and assist your management workforce see precisely how social is fueling enterprise development.
Flip your social technique into ecommerce development
Combining genuine mateship storytelling, relatable model consciousness methods, artistic content material and the correct tech stack not solely boosts conversion charges but additionally builds lasting connections with the Australian market.
However sustaining authenticity whereas managing a number of platforms, audiences and campaigns is usually a problem. Sprout Social offers you the visibility, insights and effectivity to maintain your technique real and scalable.
While you’re able to develop your model with out shedding that human contact, e book a demo to see how Sprout powers smarter social media advertising and marketing for Australian ecommerce.
