Retailers, take note: Aussie shoppers are switching up how they buy, and if you’re not showing up online, you might as well be invisible.

New research from Shopfully’s State of Shopping 2025 report shows a massive shift in how we shop. The data suggests that it all starts online. Around 83 per cent of Aussie consumers are now hitting digital touchpoints before they set foot in a store. Yes, even for good old in-person shopping, your online presence matters.

And with more than half of us not feeling too flash about our financial futures, bargain hunting has become a national sport. Shoppers are comparing prices, chasing deals, and doing their homework online before handing over their hard-earned dollars in-store.

“Retailers today must start the consumer journey where it begins: online,” says Brendan Straw, Shopfully’s Aussie Country Manager. “But simply being visible isn’t enough. You need to be useful.”

That means serving up personalised, timely, and relevant content to meet shoppers where they’re at. Whether that’s on their mobiles in bed or scrolling during their lunch break. From digital ads and mobile promotions to AI-powered tools, the key is creating a connected journey from browser to checkout and beyond.

Promos, personalisation and AI

And if you’re still relying on old-school promos to do the heavy lifting? It’s time for a refresh. While 84% of us admit promos influence what and where we buy, we’re looking for more than just discounts – we want value, relevance, and personalisation.

The report also revealed growing interest in new tech. Nearly half of Aussie shoppers are open to using AI in their buying journey – whether it’s for generating shopping lists, trying on clothes virtually, or just getting the best price fast.

“To stay ahead of the game, retailers need to embed innovation at every step,” says Straw. “Shoppers expect seamless, personalised experiences across the board – and they’ll go elsewhere if they don’t get it.”

So what does it all mean for small business retailers? The future of shopping is hybrid, high-tech and hyper-personal. Retailers who can blend smarts with service are the ones who’ll thrive.

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