Young Australians drive cautious online spending & demand value

New research by BigCommerce indicates that Australians aged 18 to 24 are the most financially cautious online shoppers, contradicting assumptions about the spending habits of younger consumers.

According to findings from the 2025 ANZ Online Shopping Report, more than half of Australians in this age group choose debit cards over credit for online purchases, marking the highest debit card usage rate among all age groups surveyed.

The study highlights a broader shift in payment habits regionally, with a decline in credit card use. Over the past two years, Visa credit card usage dropped by 8 percent, whereas debit card usage has remained steady. PayPal retains favour particularly among older shoppers, whereas services like Afterpay are gaining traction with those aged 25 to 34.

These generational differences underline the importance for retailers to offer a wide range of payment options. The report suggests that these payment preferences reflect not only the financial priorities of shoppers but also their attitudes towards spending and debt.

Shifting delivery expectations

The report also explores how Australians' expectations around delivery are evolving. Free shipping remains the most popular loyalty reward, with 86 percent of respondents prioritising this feature. However, the willingness to pay for expedited shipping of small items is increasing, with the threshold rising to AUD $18.73 on average.

Conversely, tolerance for higher delivery fees on larger items has declined significantly, with what shoppers considered acceptable dropping from AUD $119.49 in 2023 to AUD $73.98 in 2025. The survey found that 97 percent of shoppers would abandon their cart due to high shipping costs, identifying these fees as a decisive barrier to purchase.

Role of reviews in purchasing

Customer reviews remain a substantial factor in building trust and influencing purchasing decisions. Although 33 percent of shoppers reported not reading any reviews before making a purchase, 77 percent indicated that the absence of reviews would cause them to reconsider their decision. The survey also points to the significance of review quality, as 70 percent of respondents said they are most swayed by reviews that provide detailed product information.

Changing eCommerce features

Interest in certain eCommerce features is shifting. Features such as virtual try-ons and customer support chatbots have seen a decrease in popularity, whereas tools that focus on personalisation and price tracking hold greater appeal among shoppers. The study reports that 59 percent of respondents value price tracking tools the most, with 49 percent highlighting personalised recommendations as especially useful.

The research suggests that these preferences are influenced by economic considerations, including the ongoing cost of living crisis, as shoppers seek more practical and efficient eCommerce solutions.

"The report shows that today's shoppers expect thoughtful, value-driven experiences at every stage of the journey," said Shannon Ingrey, Vice President and General Manager, APAC at BigCommerce. "Younger consumers in particular are demonstrating a strong desire for control and value. Whether that is through choosing debit over credit, expecting faster delivery, or trusting detailed product reviews, they are shopping with intention. Retailers who understand and respond to these evolving behaviours will be best positioned to build lasting customer relationships."

The data for this report was collected in April 2025 from a survey of approximately 1,052 online shoppers, randomly selected from Australia and New Zealand. The findings provide an overview of current preferences and behaviours across various aspects of the eCommerce experience.