Social media marketing for Australian ecommerce: Turn connection into growth
Written by Olivia Carr
Published on December 19, 2025
Reading time 10 minutes
Table of Contents
Social media platforms are no longer just a place to connect and share life updates. It’s where Australians find, compare and buy from their favorite brands.
In 2024, 57% of Australians shopped on social media, and that share continues to grow. This shows how much influence these channels now have on Australian ecommerce.
To stand out, you need more than great content. You need a solid social media marketing strategy and the right tools to guide shoppers from their feed to your checkout.
Below, you’ll learn what makes Australian ecommerce unique and why social media is at the centre of it. We’ll also share ideas of what to post (and where) to boost brand awareness and sales.
Connecting social media and ecommerce: How Australians shop on social
For Australian shoppers, social media is now a key part of the buying journey. According to We Are Social’s Digital 2025 Report, over 58% of Australians use social media to research brands and products, which shows how strongly social influences both discovery and conversion.
Social platforms are also becoming search engines in their own right. Australians are turning to TikTok, Instagram and even LinkedIn to find recommendations, reviews and solutions. This means your social presence often shapes a customer’s first impression long before they reach your website.
During this discovery stage, Australians look for three things:
- An active social presence that ensures visibility and shows your brand is reliable
- Values and purpose that align with expectations around quality, sustainability and transparency
- Signs of legitimacy, such as responsive engagement and helpful content
When these elements work together, social media becomes more than a channel for inspiration. It becomes a direct driver of sales. If customers don’t feel confident after viewing your social profiles, they’ll move on. If they trust what they see, they’ll buy.
What makes social commerce unique in Australia?
Social commerce in Australia plays by its own rules. Shoppers don’t just click through because something looks good. They pay attention to how brands show up, how they speak and how well they understand local culture and habits.
To create content that actually drives sales, you need to know what matters to Australians and how their online behaviour shapes the way they discover and buy.
Here’s what to consider when targeting Australians.
Cultural nuances
Australians value authenticity and a down-to-earth approach. While pushy or overly polished messaging works in some countries, it typically falls flat here. Instead, Australians respond well to content that’s humorous, relatable and unfiltered.
For example, this Go-To Skincare testimonial features a small customer photo and a partial product shot instead of flashy visuals. This laid-back style resonates with Australian audiences because it feels genuine rather than staged:
Source: Instagram
Australians also value loyalty, trust and mutual support—a cultural concept they call “mateship.” Content that shows camaraderie, includes local landmarks or uses familiar language lands best. That might mean calling out local sports like footy, using Aussie slang or showing an understanding of daily life so Australians feel seen, not sold to.
Sustainability and ethics also play a growing role in how Australians discover and buy products on social media. Many shoppers look closely at a brand’s values and environmental impact, which makes it important to highlight your brand’s ethos and demonstrate credibility in your social media marketing strategy.
Audience behavior and market saturation
Understanding Australian social usage patterns is essential for shaping a strong local ecommerce strategy. Here’s how Australians engage with social media and what it means for you:
Who’s online
As of June 2025, Australia’s population sits at 27.61 million, with more than 20.9 million active social media users. That’s roughly 76% of the country.
With so many Australians active on social platforms, these channels aren’t just a discovery tool. They’re where people spend a large part of their daily online time.
When and how often they’re active
We Are Social’s report showed that Australians spend an average of 1 hour and 51 minutes on social platforms each day. While that offers a significant window for reaching your audience regularly, engagement improves when you post at the right times.
As a general guideline, the best times to post on social media in Australia are:
- Monday through Thursday from late afternoon to early evening
- Mid-morning on Thursday through Sunday
However, Australia’s six time zones mean timing should also reflect your audience’s habits. Consider when your audience is most active, whether that’s commuters finishing the workday or hospitality workers wrapping up early mornings, and schedule accordingly.
Which networks they use
Facebook remains Australia’s leading network with over 21 million local users, followed by YouTube, Instagram and LinkedIn. While TikTok’s user base is smaller, its engagement levels are far higher, with Australians spending more time there than on any other social app.
Seasonality
Social media buying trends fluctuate throughout the year, but certain seasonal ecommerce periods in Australia consistently drive higher discovery and conversion rates:
- Black Friday/Cyber Monday: November is Australia’s largest online shopping month. In fact, it overtook Christmas last year in total sales.
- Holiday season: December remains a major buying period, and it’s even bigger in Australia since it’s also summer. The combination of the holidays and warm weather drives strong demand for wardrobe refreshes, festival gear and travel essentials.
- Back to school: From late January to early February, Australians prepare for the new school and university year, creating a surge in online shopping.
Buying isn’t limited to these peak seasons. Australians are active shoppers year-round, and impulse buys play a significant role. More than one-third (38.5%) of Australians make impulse purchases through social media, with 28% doing so on a monthly basis.
Find the right social platforms for your ecommerce goals
Selecting the right networks is key to tailoring your social media marketing strategy appropriately. Here’s how Australians use major platforms and what each offers for ecommerce growth:
Facebook continues to lead social media use in Australia. While younger audiences are shifting to other networks, Facebook’s strong ad reach and community focus still make it valuable for ecommerce brands, especially those targeting Gen X and Boomers.
Data Reportal’s 2025 report found that around 14 million Australians use Instagram, which is about 63% of eligible users (Meta restricts those 12 and under).
Since Instagram is ideal for visual storytelling and brand discovery, it’s perfect for influencer marketing campaigns, community engagement, brand awareness and visibility.
TikTok
TikTok’s 8.5 million Australian users spend an average of 42 hours a month on the app, which is more than any other network.
Short-form videos, influencer content and interactive marketing campaigns perform best here. While Gen Z and millennials make up the majority of users scrolling through TikTok’s video feed, older demographics are gradually joining too.
YouTube
With over 20.9 million users, YouTube is a cornerstone of Australia’s social ecosystem. And Australians are spending over 22 hours a week watching videos at home, including videos on YouTube.
This makes video marketing a powerful tool for ecommerce, everything from quick ads for discovery to handy tutorials for education—both key drivers of ecommerce conversion.
LinkedIn, with approximately 17 million Australian users, continues to grow as a platform for B2B ecommerce and brand credibility.
It’s particularly effective for reaching business decision-makers, promoting professional products or services and establishing thought leadership through trusted content.
6 content ideas for ecommerce growth in Australia
Authenticity is key to social media marketing for Australian ecommerce. This means your digital marketing strategy should focus on content formats that showcase real stories and a humanised approach.
Below are six content ideas with examples of Australian brands doing them well:
1. Spotlight authentic local storytelling
Australians value credibility and relatability, so use genuine examples to tell your brand story. Share real customer photos, reviews and testimonials, tag customers and reshare local posts to build community and boost visibility while reinforcing trust.
For example, Frank Green uses Instagram’s visual storytelling features to showcase its diverse customer base and the everyday ways Australians use its products:
Source: Instagram
2. Build hype with countdowns and seasonal drops
Countdowns and seasonal marketing campaigns create excitement and urgency for Australian audiences. Features like Instagram or TikTok countdown stickers highlight limited releases, special promotions or holiday launches, driving customer engagement and anticipation.
For example, Amazon Australia teams up with influencers on Instagram to create custom Black Friday wishlists, which builds excitement and anticipation for upcoming deals.
Source: Instagram
3. Humanise your brand with behind-the-scenes content
Australians connect with brands that feel approachable and real. Behind-the-scenes posts featuring your team or work environment show who’s behind the brand and demonstrate care and transparency.
For example, Cotton On shared behind-the-scenes moments from its summer launch with members of its team and customers lounging and laughing together.
Source: Instagram
4. Go live with real-time demos and Q&A sessions
Livestreaming is an effective way to engage Australian audiences. Product demos, new releases and Q&As create direct interaction and real-time engagement—especially when you time them according to your audience’s schedule.
For example, Media Week shared how Australian brand BIG W increased engagement by creating live shopping videos for its cosmetics.
Source: Media Week
5. Partner with micro-influencers who reflect your audience
Micro-influencers in Australia typically have smaller but more engaged follower bases, which makes them a strong fit for authentic marketing. Choosing influencers who share your brand values helps build credibility and relatability.
For example, Australian Wild Prawns partnered with micro-influencers to create authentic recipe content, which increased its brand awareness and strengthened community trust.
Source: Facebook
6. Create community-driven contests and giveaways
Australians value camaraderie, so invite them to get involved. Contests and giveaways that encourage social media users to “tag a mate” or share experiences are shown to significantly boost engagement, conversions and awareness.
For example, Sydney-based home furniture brand Koala often runs Instagram giveaways to gain more comments and attract more followers.
Source: Instagram
How to turn followers into loyal customers
Getting attention on social media is the first step. Turning that attention into conversions is where the real growth happens. Beyond understanding your Australian audiences and crafting content that resonates, use these simple tactics to turn followers into repeat customers.
Optimise your bio and link experience
Your profile is often the first place Australians check before deciding whether to trust your brand. Use it to make the next step obvious and effortless.
Add a short, benefits-focused bio, include key details like shipping info or product categories and use a link-in-bio tool to organise your top products, bundles or promos in one place. Using shoppable tags and clear CTAs also helps turn quick profile visits into purchase intent.
Combine paid and organic content strategically
If you’ve already got content that works, paid promotion extends its reach to new audiences. Start by identifying your top-performing organic posts, such as Reels, tutorials or user-generated content, and test how they perform when boosted.
By amplifying what’s already performing well, you ensure your investment connects with Australians who value authentic, relevant experiences.
Build trust through incentives and proof
Australians respond best to brands that build trust through action. Encourage purchases with contests, discount codes or “share to win” campaigns, but always pair these with social proof. Testimonials and “as seen on” features reinforce credibility and turn curiosity into conversions.
For example, Koala shares customer reviews alongside limited-time discount codes to reassure first-time buyers and strengthen brand trust.
Source: Instagram
How Sprout powers better ecommerce social media campaigns
Now that you understand the Australian ecommerce market and have strategies ready to make your mark, it’s time to optimise your approach with the right tools. Sprout Social helps you manage campaigns, spot trends and measure results efficiently:
Listen to your customers in real time
Sprout’s Social Media Listening (a paid add-on) shows you what’s trending across Australia, from emerging product interests to popular hashtags and competitor chatter. Keeping on top of these insights helps you adjust your campaigns quickly and create content that resonates with your audience.
Listening filters valuable insights from the noise of busy social networks. And built-in AI lets you gauge sentiment around each topic and generate quick summaries from large batches of data.
Build stronger influencer partnerships that drive sales
Sprout’s Influencer Marketing platform makes it easier to connect with the right micro-influencers for your brand and collaborate with them authentically. It also offers helpful engagement data to allow you to optimise and run campaigns that resonate with your target audience.
Brand Fit Score and past collaborations narrow down your list of potential collaborators to those who truly match your brand’s values. And once your campaign kicks off, Sprout makes it easy to track performance and manage influencer campaign workflows—all within the same platform.
Deliver seamless customer care
Responsiveness matters, and missing comments or DMs can send potential buyers straight to your competitors. Sprout’s Smart Inbox brings messages from all your social networks into one stream, helping you stay organised and respond faster. Its automated tagging and filtering tools let you sort inquiries to prioritise what’s most important.
Replying has never been easier, either. Thanks to Smart Inbox’s AI Assist, you can rephrase or soften responses instantly, improving tone, clarity and response time.
Track performance that proves ROI
After creating content that resonates with Australians, you need clear insights into what’s driving results. Tools like Premium Analytics (a paid add-on) provide deeper filtering, custom reports and enhanced metrics for better decision-making.
You can quickly identify top-performing posts, apply custom tags to track performance and set benchmarks that spotlight new opportunities. Plus, AI-powered executive summaries and built-in context make reporting on ROI simple and help your leadership team see exactly how social is fueling business growth.
Turn your social strategy into ecommerce growth
Combining authentic mateship storytelling, relatable brand awareness strategies, creative content and the right tech stack not only boosts conversion rates but also builds lasting connections with the Australian market.
But maintaining authenticity while managing multiple platforms, audiences and campaigns is often a challenge. Sprout Social gives you the visibility, insights and efficiency to keep your strategy genuine and scalable.
When you’re ready to grow your brand without losing that human touch, book a demo to see how Sprout powers smarter social media marketing for Australian ecommerce.
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