According to authoritative reports such as Statista and Similarweb, the size of Australian electricity suppliers is projected to reach $39.36 billion in 2025, an increase of about 8 per cent compared to 2024. From 2025 to 2030, the market will continue to grow at a compound annual growth rate of 3.4 per cent, reaching $46.51 billion by 2030, with a more than 40 per cent increase in the contribution of fashion and electronics.
In 2025, Australia ‘ s electricity provider will have 23.6 million users, with a penetration rate of 78.5 per cent, which is close to saturation, but of high quality: the average user income (ARPU) of $171,000 is among the highest in the world. The Millennium generation (25-44 years old) is the main force, accounting for 36.1 per cent of online expenditure, and prefers fashion, technology and experience-type commodities, with an average value of over $200. The older age group (over 55 years of age) accounts for 15 per cent, but spends more than 17 per cent, thanks to aging digitally (e.g. voice search and AR trials), with a market for silver generators projected at $5 billion in 2025. User behaviour is more “mobile priority”: 95 per cent of smartphone penetration, 75 per cent of mobile electric operators and an average of over four hours of daily Internet access. The IMARC Group report states that this “high-end ARPU” originated from the wealthy middle class in Australia and that brands such as Myer and David Jones need to strengthen “personalized” services to lock in the buy-back rate (currently 45 per cent).
Social operators became the “Black Horse” of Australian electricians in 2025: a 25 per cent increase of $3.76 billion in size, with TikTok Shop and Instagram Shopping contributing more than 60 per cent. The viral content, such as the “test-on-challenge” video, drives conversion rates up to 8 per cent and 70 per cent for young users. Second-hand trading markets are also strong, driven by inflation and environmental awareness: GMVs such as eBay and Gumtree are projected to grow by $2 billion in 2025, by 15 per cent, and sustainable fashion and e-recycling by 40 per cent. The Payments CMI report highlights the “price sensitivity” of the second-hand market and the “green consumption” demand to make it the preferred group of older people — 30 per cent of the 17 per cent increase in silver outlay. Taken together, these bright spots will compensate for the weakness of traditional retail sales and facilitate the transformation of electric operators into “social + cycle” ecology.
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