NEW YORK - eMarketer estimates that total B2C ecommerce sales in Australia (including travel) were $10.5 billion in 2011. This was enough to make Australia the fourth-largest ecommerce market in Asia-Pacific. A big reason for that position was high online buyer penetration, estimated by eMarketer at 68.5% of total internet users.
eMarketer’s estimate is supported by local government statistics. The December 2011 Australia Bureau of Statistics biennial report, “Household Use of Information Technology,” found that 68% of internet users surveyed bought something online between July 2010 and June 2011.
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