Australians are shopping online more often than ever, with 35% now buying weekly compared to 29% in 2025, according to IAB Australia and Pureprofile. Research from these organisations highlights that AI-powered tools are becoming embedded in the shopping journey, especially among younger consumers.
Adoption is stronger in the 18 to 39 age group, where digital habits are already deeply established. AI is no longer a niche extra but a standard feature of modern e-commerce.
Across the broader online shopper base, six in 10 people now use AI-powered tools at some stage of their purchase process. Among 18 to 39-year-olds, usage jumps to 75%, with shoppers relying on AI for product research and selection decisions.
Most buyers do not stick to a single AI engine, instead moving between multiple AI sources to cross-check options. AI-written summaries are particularly influential, with 78% of shoppers reading these digests before deciding whether to click through and complete a purchase.
Heavy reliance on AI summaries is shifting power towards platforms that surface the clearest and most trusted recommendations. Retailers and marketplaces that integrate AI features effectively are likely to capture more attention from time-poor shoppers.
Younger Australians are shaping overall e-commerce behaviour, normalising AI-assisted decisions for the wider market. Industry groups and regulators are now focusing on how to balance consumer convenience with transparency around AI-driven recommendations.
