Aussie consumers spend almost $285 a month on the web - mainly on electronics, travel and food products.
After 10 years of growth, internet shopping finally reached "mainstream" status for the first time in the first quarter 2013, says Roy Morgan 'State of the Nation Report'.
In fact, Australian consumers who don't buy online are now in the "minority".
Internet shopping is growing four times faster as traditional bricks and mortar retailers. Online sales grew 12% in the last year to an all-time record $24.3 billion, while total sales rose just over 3%.
However, traditional store sales are still much bigger - $258.4bn, compared to $24.3bn spent online.
The average internet shopper spends $285 a month, mostly on Travel, Entertainment & Leisure, Electronics, Fashion and Food & Beverages.
JB Hi-fi online sales soared 40%
in the last quarter and web visitor numbers swelled to 1 million weekly - up 31% - making it one of the most visited sites in Australia. However, JB's online sales still account for only 2% of total sales.
Swelling online traffic is also cutting in-store foot fall, Roy Morgan Research shows.
One in 4 online shoppers now visit stores less, compared to 10% in 2003.
"Annual online sales now total over $24 billion, with year-on-year percentage growth still in the double digits," says Michele Levine, CEO, Roy Morgan Research.