At Pattern, we’ve been closely tracking Australian eCommerce performance since 2017, first through Universal Analytics and now with GA4. Our monthly eCommerce Benchmark Report offers valuable insights into channel trends, consumer behaviours, and the impact of promotional periods across various industries. In this article, we’ll provide a quick snapshot of key market highlights and takeaways. For a deeper dive, reach out to find out how to receive a copy of the full report in your inbox each month.
February 2025 Performance Highlights
Following the peak holiday shopping season, February is typically a quieter month for eCommerce, and this year was no exception. Traffic saw a 19% month-over-month decline, with a 5% drop in conversion rates, leading to a 21% reduction in revenue compared to January 2025.
However, looking at year-over-year (YoY) trends, February demonstrated positive growth, reinforcing long-term market stability. Here are the key performance highlights:
- Traffic increased by 4% YoY
- Revenue rose by 2% YoY
- Conversion rate declined slightly (-1% YoY) from 1.62% to 1.60%
- Average Order Value (AOV) dipped by 1% to $161
While conversion rates and AOV experienced slight declines, the overall traffic increase suggests a broader market expansion, with more consumers browsing and eventually making purchases online.
For a full breakdown of traffic, conversion and revenue performance by channel groupings, including monthly trends, reach out to become report contributor and receive these insights directly to your inbox free each month.
Key Industry Updates: Ad Trends & Search Evolution
Beyond performance metrics, February brought several industry updates that could influence future eCommerce strategies:
Google AI Overviews Shift Traffic to YouTube
New data from BrightEdge shows that Google’s AI Overviews (AIO) are increasingly directing traffic to YouTube, especially for search queries that benefit from visual explanations.
- Production of videos with instructional content, product comparisons, and visual demonstrations is seeing the biggest gains.
- Industries like healthcare and eCommerce are among the primary beneficiaries of this shift.
This highlights Google’s growing emphasis on video content, making YouTube a crucial platform for search visibility.
Google Expanding AI Search Results
Initially introduced as part of Google’s Search Generative Experience (SGE), AI Overviews aim to provide concise, AI-generated summaries at the top of search results, helping users quickly find relevant information. These AI-driven snippets are particularly prevalent in searches that involve detailed explanations or niche topics where users seek comprehensive answers. Recent data shows that Google’s AI Overviews are evolving, particularly for long-tail and informational queries:
- Keywords with fewer than 1,000 monthly searches triggered AI Overviews 55% of the time.
- Long-tail keywords (5+ words) generated AI Overviews in 73.6% of cases.
- Informational queries triggered AI Overviews 58.7% of the time.
- Commercial intent queries saw AI Overviews 19.4% of the time, indicating that product-related search results remain largely unaffected.
For eCommerce brands, this underscores the growing importance of video content and structured data optimisation in organic search strategies.
Amazon Business is set to launch in Australia
Amazon Business is a B2B marketplace offering businesses access to a wide range of products, competitive pricing, and streamlined procurement. Launched in 2015, it serves major global organisations, small businesses, schools, and government agencies. Key features include bulk purchasing, business-only pricing, and integration with procurement systems.
Actual dates have not been specified however reports suggest that an Australian launch is expected in 2025.
As we move further into 2025, the eCommerce landscape continues to evolve, with paid search gaining traction, video content reshaping organic search, and new ad strategies emerging across platforms like TikTok. Brands that adapt their strategies accordingly—balancing paid media, SEO, and promotional event planning—will be best positioned to capture growth opportunities.
As we progress through 2025, the eCommerce landscape continues to evolve further. Paid search is gaining more traction while video content is reshaping organic search, Additionally, new ad strategies are emerging across platforms like TikTok as well. This trend of evolution suggests brands that strategically balance paid media, SEO, and promotional event planning will be best positioned for growth.
Our full eCommerce Benchmark Report is exclusively available to brands that confidentially share their GA4 data, ensuring the highest level of accuracy and depth. If you’re interested in receiving the report and accessing deeper industry insights, reach out to us at au@pattern.com or contact us now.
