2017 marked the beginning of retail disruption in Australia. One by one, the world ’ s biggest e-commerce retailers went Down Under to open up shop. Alibaba led the charge, followed by VIP.com, Amazon, and JD.com in early 2018. The e-commerce lynchpins are eager to earn their keep of global market share, and with e-commerce purchases accounting for a mere 7% of total retail, Australia is a relatively unpenetrated market. What’s the size of the opportunity? In 2017, Australians spent approximately US$18 billion in goods online, compared to US$261 billion in brick and mortar stores. Australian e-commerce is expected to grow at an annual rate of 9%, reaching US$21 billion by 2022. The growing e-commerce industry has been brought forth by the same factors driving the industry worldwide – mobile phone use, internet penetration, and the growth of the spending power of millennials, who prefer to shop online. A recent survey by the National Australia Bank (NAB) showed that 70% of