Mobile vs Desktop Shopping in Australia: The Complete 2025 Guide (Shocking Stats Inside)

Key Takeaways

• Desktop still captures 55% of e-commerce sales volume in Australia despite mobile traffic dominance
• Mobile conversion rates (1.8%) lag significantly behind desktop (3.2%)
• Cart abandonment hits 73% on mobile vs 60% on desktop
• Average order value on desktop remains higher for complex purchases
• 95% of Australians now shop via smartphones, but complete purchases differently

The Mobile vs Desktop Shopping Battle: Who’s Really Winning?

Here’s a stat that’ll knock your socks off…

While mobile devices generate 51.2% of all website traffic in Australia, desktop computers still account for 55% of actual e-commerce sales volume.

That’s a $44.62 billion slice of the pie that desktops are hanging onto for dear life.

But here’s where it gets interesting. Mobile commerce isn’t just growing… it’s exploding at 28.8% year-on-year growth, absolutely dwarfing desktop transaction growth.

So what’s really happening in the land down under when it comes to how Aussies shop online?

Let’s dive into the data that’ll change how you think about your e-commerce strategy.

The Australian E-commerce Landscape: By the Numbers

Australia’s online shopping market hit a record $69 billion in 2024… that’s a 12% jump from the previous year after three relatively flat years.

But the device preferences tell a fascinating story.

Website Traffic vs Sales Volume: The Great Divide

This split reveals something crucial about Australian shopping behaviour…

People browse on mobile but buy on desktop.

The Generational Shopping Divide

Not all Aussies shop the same way. Here’s how different generations are spending their hard-earned cash online:

Plot twist… Baby Boomers and Builders are showing the fastest growth rates. These older generations are finally embracing online shopping in a big way.

Mobile Commerce: The Good, The Bad, and The Abandoned Carts

Mobile Shopping Penetration: Nearly Universal

The mobile shopping revolution in Australia is virtually complete:

• 95% of Australians shop via smartphones
• 73% regularly use phones for online purchases
• 80% use smartphones for shopping activities
• 22% of mobile shoppers purchase almost daily

But Mobile Has Some Serious Problems…

While mobile drives traffic and engagement, it struggles with completion:

Conversion Rates:

• Mobile: 1.8% - 2.9%
• Desktop: 3.2% - 4.8%
• Tablet: 2.5% - 2.92%

Cart Abandonment Rates (2025 Australian Data):

• Mobile: 73%
• Desktop: 60%
• Tablet: 65%

Average Order Value:

• Mobile: $100.65 (Feb 2025)
• Tablet: $117.10 (Feb 2025)
• Desktop: Generally higher for complex purchases

Why Mobile Shoppers Abandon Their Carts

The top culprits behind Australia’s 73% mobile abandonment rate:

1. High shipping costs (49% of abandonments)
2. Forced account creation (21%)
3. Lack of preferred payment options (14%)
4. Slow loading times (9%)
5. Complicated checkout process
6. Small screen navigation difficulties

What Aussies Buy Where: Device Preferences by Category

Mobile Shopping Favourites

Mobile dominates for these product categories:

Top Mobile Purchases Across All Age Groups:

1. Clothes, shoes, and fashion apparel (#1 universally)
2. Personal electronics (especially 18-34 and 55+ demographics)
3. Skincare and beauty products (particularly 18-34 age group)
4. Travel bookings (more popular with 35+ demographics)

Desktop’s Domain

Desktop maintains superiority for:

• High-value electronics
• Furniture and home goods
• Complex travel arrangements
• Financial products and services
• B2B purchases

The pattern is clear… mobile wins for impulse and routine purchases, while desktop dominates considered buying decisions.

The Cost-of-Living Impact: How Economic Pressure Changed Shopping

93% of Australians are worried about rising costs, and it’s dramatically affecting online shopping behaviour.

The Value-Seeking Shift:

• Average basket size dropped to $95 in 2024 (lowest in a decade)
• Shoppers now compare prices across 16 different retailers on average
• Online growth outpaced in-store retail as people hunt for better deals

This economic pressure is pushing more Aussies online… but they’re spending less per transaction and shopping around more than ever.

Payment Preferences: The Digital Wallet Revolution

Australian payment preferences are shifting rapidly:

The Big Shift: Digital wallets are expected to become the most preferred payment method in Australia by 2025.

PayPal remains the overall favourite, but Gen Z strongly prefers digital wallets over traditional options.

The Social Commerce Explosion

Social media shopping is about to explode in Australia:

• 6.4 million Australians made social media purchases in 2024
• 38% use social platforms for product discovery
• 28% complete purchases directly through social media
• Market projected to grow from $3.14B to $8.58B by 2030

Generational Breakdown:

• Nearly half of Gen Z and Millennials shop weekly via social media
• Baby Boomers and Gen X still prefer traditional e-commerce sites

Mobile vs Desktop: The User Experience Battle

Why Desktop Still Wins Conversions

Desktop users behave very differently:

• Spend 37.7% longer per visit
• View twice as many pages
• Conduct more thorough product research
• Feel more secure entering payment details
• Prefer larger screens for detailed comparisons

Mobile’s Convenience Advantage

Mobile shopping wins on:

• Instant accessibility (anytime, anywhere)
• Speed for simple purchases
• Integration with social media
• Photo-based product discovery
• Location-based offers and services

The Security Perception Gap

One fascinating insight from the data… Australians still perceive desktop as more secure for high-value transactions.

This security perception influences:

• Device choice for expensive purchases
• Willingness to enter payment details
• Trust in completing complex transactions
• Preference for financial product purchases

The Reality: Mobile payment technologies are often more secure than traditional methods, but consumer perception hasn’t caught up with the technology.

Pro Tips: Optimising for Both Mobile and Desktop

Mobile Optimisation Essentials

1. Speed First: Mobile page load speeds improved 35% since 2022, but every second still counts
2. Simplified Navigation: Use hamburger menus and clear, tappable buttons
3. Guest Checkout: Don’t force account creation
4. Multiple Payment Options: Include digital wallets and BNPL
5. Visual Focus: Use high-quality images that work on small screens

Desktop Conversion Optimisation

1. Detailed Product Information: Leverage larger screens for comprehensive details
2. Comparison Tools: Make it easy to compare multiple products
3. Trust Signals: Display security badges and customer reviews prominently
4. Streamlined Forms: Auto-fill and validate fields in real-time
5. Professional Appearance: Maintain credibility for high-value purchases

The Omnichannel Reality

Here’s the kicker… 42% of Australian shoppers are truly omnichannel, using both online and offline channels.

Cross-Channel Behaviours:

• 78% research online, buy in-store (webrooming)
• 57% explore in-store, buy online (showrooming)
• 77% search on mobile while physically in stores
• 60% of businesses saw increased engagement through omnichannel strategies

The customer journey is rarely linear. Shoppers might discover on social media, research on mobile, compare on desktop, and purchase in-store.

Future Trends: What’s Coming Next

1. Mobile-First Will Become Mobile-Only for Some Categories

Fashion, beauty, and routine purchases are moving predominantly mobile. Gen Alpha (the generation after Gen Z) will likely be mobile-only shoppers for most categories.

2. AI and Personalisation Will Bridge the Device Gap

AI-powered personalisation will help mobile sites achieve desktop-level conversion rates by:

• Predicting purchase intent
• Streamlining product discovery
• Personalising checkout experiences
• Reducing decision paralysis

3. Augmented Reality Will Transform Mobile Shopping

AR technology will let mobile users:

• Virtually try on clothes
• See furniture in their homes
• Test products before buying
• Bridge the tactile gap of online shopping

4. Voice Commerce Will Emerge

Smart speakers and voice assistants will create a new shopping channel, particularly for:

• Routine repurchases
• Basic product research
• Price comparisons
• Simple transactions

The Bottom Line for Australian Businesses

The mobile vs desktop battle isn’t about choosing sides… it’s about understanding that different devices serve different purposes in the customer journey.

Your Strategic Priorities:

1. Mobile-First Design: Most traffic comes from mobile, so start there
2. Desktop Conversion Focus: Optimise desktop for high-value conversions
3. Omnichannel Integration: Connect all touchpoints seamlessly
4. Payment Flexibility: Offer multiple payment options on all devices
5. Speed Optimisation: Fast loading times are non-negotiable
6. Trust Building: Address security concerns, especially on mobile

Need help implementing these strategies? RockingWeb specialises in Australian e-commerce optimisation across all devices and platforms.

The Future is Multi-Device

Australian consumers will continue using multiple devices throughout their shopping journey. The winners will be businesses that create seamless experiences across all touchpoints, understanding that mobile drives discovery and engagement while desktop often closes the deal.

Your Next Steps

The Australian e-commerce market is worth $69 billion and growing. The question isn’t whether you can afford to optimise for both mobile and desktop…

It’s whether you can afford not to.

Ready to dominate both mobile and desktop sales? Contact RockingWeb today and let’s build an e-commerce strategy that converts on every device.

Sources and References

1. Statcounter Global Stats. (2025). “Platform Market Share Desktop vs Mobile in Australia.” April 2025 data.

2. Australia Post. (2025). “Ecommerce Industry Report 2025.” Annual consumer spending analysis.

3. PayPal Commerce Solutions. (2024). “Mobile Commerce Growth Trends Australia.”

4. CEIC Data. (2025). “Australia E-commerce Transactions by Device - Average Order Value.”

5. Australian Institute of Advertising. (2024). “Online Retail Conversion Rate Benchmarks.”

6. Shopify. (2024). “Shopping Cart Abandonment Statistics Australia.”

7. Research and Markets. (2024). “Australia E-commerce Market Share Analysis.”

8. KPMG Australia. (2025). “Australian Retail Outlook 2025.”

9. Business Wire. (2024). “Australia Social Commerce Intelligence Databook 2025.”

10. Carbon Group. (2024). “Top E-commerce Trends in Australia for 2024.”

11. Nielsen. (2015). “Mobile Mania: Australians Spend on Average More Than an Hour a Day on Their Smartphones.”

12. YouGov Business. (2024). “Charting Australia’s Mobile Commerce Landscape.”

13. Think with Google. (2023). “Understanding the Aussie Customer Journey.”

14. Payments CMI. (2025). “Australia 2025 Analysis: Payments & E-commerce Trends.”

15. Go-Globe. (2024). “Mobile vs Desktop Usage Trends Across the Globe.”

Note: All statistics are based on the most recent available data as of May 2025. Market conditions and consumer behaviour may vary based on economic factors and technological developments.