Ecommerce Development Cost Breakdown (Australia 2026)

1. Basic Ecommerce Website Cost

Estimated Cost: AUD $3,000 – $15,000

This is suitable for startups or small businesses entering online selling.

What You Get:

• Template-based design
  •Basic product catalog (10–50 products)
  •Standard checkout system
  •Basic payment integration

💡 Some reports suggest even simple ecommerce builds can start around AUD $2,000–$5,000, but costs increase with real-world requirements

2. Mid-Level Ecommerce Website Cost

Estimated Cost: AUD $15,000 – $50,000

This is the most common budget range for Australian businesses.

Includes:

• Custom UI/UX design
  •Advanced filtering and navigation
  •Multiple payment gateways
  •CRM & marketing integrations
  •SEO optimization

💡 Many Australian agencies quote ecommerce projects in the AUD $20,000 – $50,000+ range for professional builds

3. Enterprise Ecommerce Development Cost

Estimated Cost: AUD $50,000 – $250,000+

Designed for large-scale businesses and marketplaces.

Includes:

• Custom architecture (headless or full-stack)
  •AI-based personalization
  •Advanced analytics
  •Multi-vendor or marketplace functionality
  •High-level security and compliance

💡 Complex enterprise solutions often exceed AUD $80,000+ and scale beyond $250,000

Platform-Wise Ecommerce Cost in Australia

Shopify

Cost:

• Setup: AUD $1,500 – $15,000
  •Monthly: AUD $39 – $2,000+

Best For:

• Startups
  •Small to mid-sized businesses

WooCommerce

Cost:

• Development: AUD $5,000 – $30,000
  •Hosting required

Best For:

• Content-driven ecommerce
  •Flexible customization

Magento (Adobe Commerce)

Cost:

• Development: AUD $20,000 – $150,000+
  •License (enterprise): High annual cost

Best For:

• Large-scale businesses

Custom Ecommerce Development

Cost:

• AUD $30,000 – $250,000+

Best For:

• Unique business models
  •Marketplaces
  •Scalable systems

Key Factors That Affect Ecommerce Cost in Australia

1. Design Complexity

• Template design → Low cost
  •Custom UI/UX → Medium cost
  •Premium UX design → High cost

Design alone can range from AUD $1,000 to $5,000+ depending on complexity

2. Features and Functionality

Basic features:

• Product pages
  •Cart system
  •Checkout

Advanced features:

• AI recommendations
  •Subscriptions
  •Multi-language support
  •AR/VR shopping

More features = higher cost.

3. Developer Rates in Australia

Australia has higher development rates compared to many countries.

Typical hourly rates:

• Junior developers: AUD $30–$70/hour
  •Mid-level: AUD $70–$120/hour
  •Senior developers: AUD $120–$200+/hour

4. Integrations

Modern ecommerce stores require integrations like:

• Payment gateways
  •Shipping APIs
  •CRM systems
  •ERP software

Each integration adds cost and development time.

Hidden Costs of Ecommerce in Australia

1. Hosting

• Basic hosting: AUD $10 – $50/month
  •Cloud hosting: AUD $100 – $1,500+/month

2. Maintenance

• Monthly cost: AUD $500 – $5,000

3. Marketing

• SEO: AUD $500 – $5,000/month
  •Ads: Depends on budget

4. Payment Fees

• 2% – 3% per transaction

5. Tools & Subscriptions

• Plugins
  •Themes
  •Automation tools

Total Cost of Ownership (Australia)

First-Year Investment

• Small ecommerce store: AUD $5,000 – $30,000
  •Medium business: AUD $30,000 – $100,000
  •Enterprise: AUD $100,000 – $500,000+

Ongoing Annual Cost

• 20% – 50% of initial development cost

Australia vs Canada: Cost Comparison Insight

If you compare Australia with Canada:

• Costs are relatively similar
  •Australia may be slightly higher due to developer rates
  •Outsourcing reduces cost significantly

How to Reduce Ecommerce Development Cost

Smart strategies:

• Start with MVP
  •Use Shopify or WooCommerce initially
  •Avoid overbuilding features
  •Scale gradually
  •Outsource strategically

Choosing the Right Development Partner

Your development partner directly impacts cost and quality.

Working with experienced teams like Abbacus Technologies can help you:

• Avoid unnecessary expenses
  •Build scalable systems
  •Optimize performance and ROI

Future Trends Impacting Cost in 2026

Ecommerce in Australia is evolving with:

• AI-driven personalization
  •Voice commerce
  •Headless architecture
  •Omnichannel commerce

These trends may increase initial costs but deliver higher long-term returns.

Ecommerce development cost in Australia in 2026 depends on your business goals, features, and scalability requirements.

Quick Summary:

• Basic store: AUD $3,000 – $15,000
  •Mid-level store: AUD $15,000 – $50,000
  •Enterprise: AUD $50,000 – $250,000+

The key is not to focus on the lowest cost—but on building a scalable, high-performing ecommerce system that generates long-term revenue.

Choosing the Right Technology Stack for Your Budget

When estimating ecommerce development cost in Australia in 2026, selecting the right platform is one of the most critical decisions. Each platform comes with different pricing structures, flexibility levels, scalability options, and long-term maintenance costs.

Many businesses focus only on initial pricing, but the real cost includes development, integrations, customization, subscriptions, and scaling over time.

In Australia’s competitive digital market, choosing the wrong platform can lead to unnecessary expenses or limitations in growth. This section breaks down platform-wise costs to help you make the right investment.

Shopify Ecommerce Development Cost in Australia

Overview of Shopify

Shopify remains one of the most widely used ecommerce platforms in Australia due to its ease of use and fast deployment. It is a hosted platform, meaning you don’t need to manage servers or backend infrastructure.

Shopify Pricing in Australia (2026)

• Basic Shopify: AUD $39/month
  •Shopify Plan: AUD $105/month
  •Advanced Shopify: AUD $399/month
  •Shopify Plus: AUD $2,000+/month

Development Cost Breakdown

Basic Shopify Store

Estimated Cost: AUD $1,500 – $6,000

Includes:

• Theme setup
  •Basic customization
  •Product uploads
  •Payment gateway setup

Mid-Level Shopify Store

Estimated Cost: AUD $6,000 – $18,000

Includes:

• Custom design
  •App integrations
  •SEO setup
  •Enhanced UX

Advanced Shopify Store

Estimated Cost: AUD $18,000 – $45,000

Includes:

• Custom features
  •API integrations
  •Automation systems
  •Advanced analytics

Shopify App Costs

Shopify stores often rely on apps:

• Free apps available
  •Paid apps: AUD $10 – $500/month
  •Custom apps: AUD $2,000 – $12,000

When Shopify is Best

• Quick launch required
  •Low technical expertise
  •Small to medium businesses

Pros and Cons

Pros:

• Easy to manage
  •Secure hosting included
  •Fast setup

Cons:

• Limited customization
  •Recurring monthly costs
  •Transaction fees

WooCommerce Ecommerce Development Cost in Australia

Overview of WooCommerce

WooCommerce is a flexible, open-source ecommerce solution built on WordPress. It’s highly customizable but requires more technical management compared to Shopify.

WooCommerce Development Cost

Basic Store

Estimated Cost: AUD $5,000 – $12,000

Mid-Level Store

Estimated Cost: AUD $12,000 – $35,000

Advanced Store

Estimated Cost: AUD $35,000 – $90,000

Additional Costs

• Hosting: AUD $20 – $500/month
  •Themes: AUD $50 – $300
  •Plugins: AUD $100 – $1,500/year

When WooCommerce is Best

• Content-heavy ecommerce websites
  •Businesses needing customization
  •Mid-sized stores

Pros and Cons

Pros:

• Highly flexible
  •No platform fees
  •Strong SEO capabilities

Cons:

• Requires maintenance
  •Security responsibility on owner
  •Performance depends on hosting

Magento (Adobe Commerce) Cost in Australia

Overview of Magento

Magento is a powerful ecommerce platform built for large-scale operations and enterprise-level businesses.

Magento Pricing

• Open Source: Free (development cost applies)
  •Adobe Commerce: AUD $30,000 – $150,000/year license

Development Cost

Basic Magento Store

AUD $25,000 – $60,000

Mid-Level Magento Store

AUD $60,000 – $120,000

Enterprise Magento Solution

AUD $120,000 – $300,000+

Additional Costs

• Hosting: AUD $500 – $5,000/month
  •Maintenance: AUD $2,000 – $10,000/month
  •Extensions: AUD $500 – $5,000

When Magento is Best

• Large product catalogs
  •High traffic ecommerce stores
  •Enterprise businesses

Pros and Cons

Pros:

• Extremely scalable
  •Advanced features
  •Enterprise-ready

Cons:

• Expensive
  •Complex development
  •Requires expert developers

BigCommerce Development Cost in Australia

Overview of BigCommerce

BigCommerce is a SaaS platform similar to Shopify but offers more built-in features, reducing dependency on third-party apps.

Pricing

• Standard: AUD $39/month
  •Plus: AUD $105/month
  •Pro: AUD $399/month

Development Cost

AUD $4,000 – $25,000

When BigCommerce is Best

• Businesses wanting built-in functionality
  •Mid-sized ecommerce brands

Custom Ecommerce Development Cost in Australia

Overview

Custom ecommerce development involves building a platform from scratch using technologies like Laravel, React, or headless frameworks.

Cost Breakdown

Basic Custom Store

AUD $25,000 – $60,000

Mid-Level Custom Platform

AUD $60,000 – $150,000

Enterprise Custom Solution

AUD $150,000 – $400,000+

Features Included

• Custom UI/UX design
  •Tailored backend systems
  •Advanced integrations
  •High scalability

When Custom Development is Best

• Unique business models
  •Marketplace platforms
  •Large-scale enterprises

Recommended Development Partner

For businesses looking for scalable and cost-effective ecommerce solutions, partnering with experienced teams is crucial. A strong example is <a href=”https://abbacustechnologies.com” target=”_blank”>Abbacus Technologies</a>, known for delivering high-performance ecommerce platforms tailored to modern business needs.

Headless Ecommerce Development Cost

What is Headless Commerce?

Headless commerce separates frontend and backend, allowing more flexibility in delivering user experiences across web, mobile, and other channels.

Cost in Australia

AUD $60,000 – $250,000+

Benefits

• Faster performance
  •Omnichannel experience
  •Flexible frontend frameworks

Technologies Used

• Frontend: React, Next.js
  •Backend: APIs, microservices

Platform Cost Comparison Summary

Overview

• Shopify: AUD $1,500 – $45,000
  •WooCommerce: AUD $5,000 – $90,000
  •Magento: AUD $25,000 – $300,000+
  •BigCommerce: AUD $4,000 – $25,000
  •Custom: AUD $25,000 – $400,000+

Which Platform Should You Choose?

Choose Shopify if you want simplicity and speed.
Choose WooCommerce for flexibility and content integration.
Choose Magento for enterprise scalability.
Choose custom development for unique business needs.

Long-Term Cost Considerations

Your platform choice affects long-term costs such as:

• Maintenance and updates
  •Hosting and infrastructure
  •Marketing integrations
  •Scaling expenses

Strategic Insight: Cost vs Value

Instead of focusing only on upfront cost, consider:

• Revenue potential
  •Customer experience
  •Scalability
  •Performance

A cheaper solution may cost more in the long run if it limits growth.

Platform selection plays a critical role in determining ecommerce development cost in Australia in 2026. Each platform offers different advantages, and the right choice depends on your business size, goals, and technical requirements.

Detailed Ecommerce Development Cost Breakdown in Australia (2026)

Understanding Where Your Budget is Actually Spent

To truly understand ecommerce development cost in Australia in 2026, you need to go beyond platform pricing and look at how your budget is distributed across different stages of development.

Many businesses assume ecommerce development is just about building a website, but in reality, it involves multiple layers—strategy, design, development, integrations, testing, and optimization.

This section provides a deep, practical breakdown of cost components, helping you plan your ecommerce investment with clarity and precision.

Ecommerce Development Lifecycle in Australia

A professional ecommerce project typically follows a structured lifecycle. Each phase contributes to the overall cost.

1. Research and Planning Cost

Estimated Cost: AUD $2,000 – $12,000

This phase defines the foundation of your ecommerce business.

Includes:

• Market research
  •Competitor analysis
  •Target audience identification
  •Feature roadmap
  •Technology stack selection

Why This Phase is Critical

Skipping proper planning often leads to:

• Budget overruns
  •Poor user experience
  •Rework and delays

A well-defined roadmap reduces long-term costs significantly.

UI/UX Design Cost in Australia

Estimated Cost: AUD $3,000 – $30,000

Design is not just about visuals—it directly affects conversion rates and user behavior.

Design Components

• Wireframing
  •User journey mapping
  •Responsive design
  •Brand integration
  •Conversion-focused layouts

Types of Design and Cost

Basic Template Design

Cost: AUD $3,000 – $7,000

• Pre-built themes
  •Minimal customization

Custom UI/UX Design

Cost: AUD $7,000 – $18,000

• Unique branding
  •Enhanced user experience

Premium UX Design

Cost: AUD $18,000 – $30,000+

• Advanced interaction design
  •Conversion optimization
  •A/B testing strategy

Impact of Good Design

• Higher conversion rates
  •Lower bounce rate
  •Improved customer trust

Frontend Development Cost

Estimated Cost: AUD $8,000 – $50,000

Frontend development focuses on what users interact with.

Key Elements

• Homepage
  •Product pages
  •Navigation systems
  •Mobile responsiveness
  •Animations

Technologies Used in 2026

• React.js
  •Next.js
  •Vue.js

Modern ecommerce stores in Australia prioritize speed and mobile-first experiences, increasing frontend complexity and cost.

Backend Development Cost

Estimated Cost: AUD $10,000 – $70,000

Backend development powers your ecommerce system.

Includes

• Database management
  •User authentication
  •Order processing
  •Payment systems
  •Admin dashboard

Advanced Backend Features

• Inventory automation
  •Multi-vendor systems
  •AI-based recommendations
  •Real-time analytics

These features significantly increase development costs but provide strong competitive advantages.

Feature-Wise Ecommerce Development Cost

Features are one of the biggest cost drivers.

Essential Features

• Product management: AUD $1,500 – $6,000
  •Shopping cart: AUD $2,000 – $6,000
  •Checkout system: AUD $3,000 – $8,000
  •User accounts: AUD $1,500 – $5,000

Advanced Features

• AI recommendations: AUD $6,000 – $25,000
  •Subscription systems: AUD $4,000 – $12,000
  •Multi-language support: AUD $3,000 – $10,000
  •Multi-currency: AUD $3,000 – $8,000
  •Marketplace functionality: AUD $15,000 – $60,000

High-End Innovations in 2026

• Augmented Reality shopping: AUD $15,000 – $50,000
  •Voice search: AUD $6,000 – $18,000
  •AI chatbots: AUD $4,000 – $15,000

Payment Gateway Integration Cost

Estimated Cost: AUD $800 – $6,000

Payment integration ensures secure and smooth transactions.

Popular Payment Options in Australia

• Credit/Debit cards
  •Digital wallets
  •Buy Now Pay Later (BNPL) services

Additional Costs

• Transaction fees (2%–3%)
  •Currency conversion fees

Shipping and Logistics Integration Cost

Estimated Cost: AUD $1,500 – $12,000

Shipping integration is essential for ecommerce operations.

Features Included

• Real-time shipping rates
  •Order tracking
  •Delivery estimation

API and Third-Party Integration Cost

Estimated Cost: AUD $3,000 – $25,000

Modern ecommerce platforms rely heavily on integrations.

Common Integrations

• CRM systems
  •ERP software
  •Email marketing tools
  •Analytics platforms

Why Integration Costs Increase

Each integration requires:

• Development time
  •Testing
  •Ongoing maintenance

Testing and Quality Assurance Cost

Estimated Cost: AUD $2,000 – $12,000

Testing ensures your ecommerce store performs smoothly.

Types of Testing

• Functional testing
  •Performance testing
  •Security testing
  •Mobile responsiveness

Ecommerce Security Cost

Estimated Cost: AUD $2,000 – $20,000

Security is critical for protecting user data and transactions.

Security Features

• SSL certificates
  •Data encryption
  •Fraud detection systems
  •PCI compliance

Content Creation and Product Upload Cost

Estimated Cost: AUD $1,000 – $12,000

Content is essential for SEO and conversions.

Includes

• Product descriptions
  •Images and videos
  •Category pages
  •SEO content

SEO Optimization Cost

Estimated Cost: AUD $2,000 – $20,000

SEO ensures your ecommerce website ranks on search engines.

Includes

• Keyword research
  •On-page SEO
  •Technical SEO
  •Content strategy

Why SEO is Important

Without SEO, your ecommerce business depends heavily on paid ads, increasing long-term costs.

Maintenance and Support Cost

Estimated Monthly Cost: AUD $700 – $6,000

After launch, your ecommerce store requires ongoing maintenance.

Includes

• Bug fixes
  •Security updates
  •Performance improvements
  •Feature upgrades

Cost Distribution Summary

Typical ecommerce budget allocation:

• Planning: 5% – 10%
  •Design: 10% – 20%
  •Frontend: 20% – 30%
  •Backend: 30% – 40%
  •Testing: 5% – 10%

Real-World Example (Australia)

Mid-Sized Ecommerce Project

Total Budget: AUD $40,000

Breakdown:

• Design: $8,000
  •Frontend: $10,000
  •Backend: $14,000
  •Integrations: $5,000
  •Testing: $3,000

How to Optimize Development Cost

To reduce unnecessary expenses:

• Start with MVP
  •Prioritize essential features
  •Avoid over-customization
  •Use scalable platforms
  •Plan upgrades in phases

Choosing the Right Development Approach

Your development approach directly impacts cost.

Freelancers

• Lower cost
  •Limited scalability
  •Higher risk

In-House Team

• High cost
  •Full control
  •Long-term commitment

Ecommerce Development Agencies

• Balanced cost
  •Professional execution
  •End-to-end services

For businesses aiming for long-term growth, working with experienced teams like Abbacus Technologies ensures better performance, scalability, and cost efficiency.

Ecommerce development cost in Australia in 2026 is not just about building a website—it’s about creating a complete digital commerce system.

Every component—from design to backend architecture—contributes to your investment. Understanding these costs helps you allocate your budget wisely and avoid unnecessary spending.

Hidden Costs, Scaling Expenses, and Long-Term Ecommerce Strategy in Australia (2026)

The Complete Financial Picture Beyond Development

By this stage, you clearly understand ecommerce development costs, platform pricing, and feature-level expenses. However, one of the biggest mistakes businesses make is underestimating the ongoing and hidden costs of running an ecommerce business in Australia.

Building your ecommerce website is just the first step. The real investment begins after launch—when you need to maintain, market, scale, and optimize your store for long-term growth.

This section provides a complete breakdown of ongoing expenses, scaling costs, and financial strategies to help you build a sustainable ecommerce business in Australia in 2026.

Hidden Costs of Ecommerce in Australia

Many ecommerce businesses exceed their budgets due to overlooked expenses. Understanding these costs helps you plan more effectively.

1. Hosting and Infrastructure Costs

Your ecommerce store requires fast and reliable hosting to handle traffic and transactions.

Cost in Australia (2026):

• Shared hosting: AUD $10 – $60/month
  •VPS hosting: AUD $60 – $400/month
  •Cloud hosting: AUD $150 – $2,000+/month

Why Hosting Matters

Poor hosting leads to:

• Slow website speed
  •Higher bounce rates
  •Lost sales

A high-performance ecommerce store requires scalable infrastructure.

Domain, SSL, and Security Costs

Domain Name

• AUD $10 – $50/year

SSL Certificate

• Basic SSL: Free – AUD $150/year
  •Advanced SSL: AUD $150 – $600/year

Advanced Security Systems

Estimated: AUD $1,000 – $8,000/year

Includes:

• Firewall protection
  •Malware detection
  •Fraud prevention tools

Payment Processing Fees

Every transaction comes with a cost.

Typical Fees

• 2% – 3% per transaction
  •Additional gateway fees

Impact on Profitability

High-volume businesses can lose a significant portion of revenue if fees are not optimized.

Marketing and Customer Acquisition Cost

Marketing is one of the largest ongoing investments in ecommerce.

Monthly Marketing Budget

• Small businesses: AUD $1,000 – $5,000
  •Mid-sized businesses: AUD $5,000 – $20,000
  •Large businesses: AUD $20,000+

Key Marketing Channels

• Search Engine Optimization (SEO)
  •Google Ads & PPC
  •Social media marketing
  •Email marketing
  •Influencer collaborations

Importance of Marketing

Without marketing:

• No traffic
  •No sales
  •No brand visibility

A strong marketing strategy ensures consistent growth.

Inventory and Supply Chain Costs

Ecommerce businesses must manage inventory efficiently.

Inventory Expenses

• Product sourcing
  •Warehousing
  •Stock management systems

Business Models

Dropshipping

• Low upfront cost
  •Lower margins

Inventory-Based Model

• Higher upfront investment
  •Higher profit margins

Shipping and Fulfillment Costs

Shipping directly affects customer satisfaction and conversion rates.

Cost Breakdown

• Domestic shipping: AUD $8 – $25 per order
  •International shipping: AUD $25 – $120+

Fulfillment Options

• Self-fulfillment
  •Third-party logistics (3PL)
  •Automated fulfillment

Ecommerce Maintenance and Upgrade Costs

After launch, your website requires continuous improvements.

Monthly Maintenance Cost

• Basic: AUD $700 – $2,000
  •Advanced: AUD $2,000 – $6,000

Includes

• Bug fixes
  •Software updates
  •Security patches
  •Performance optimization

Scaling Costs: Growing Your Ecommerce Business

As your business grows, your expenses increase—but so does your revenue potential.

Key Scaling Areas

• Server upgrades
  •Advanced analytics
  •Automation tools
  •Customer support expansion

Annual Scaling Cost

Estimated: AUD $8,000 – $60,000+

Ecommerce Automation Costs

Automation improves efficiency and reduces manual work.

Examples

• Email automation
  •Inventory automation
  •Chatbots

Cost Range

• Basic tools: AUD $50 – $600/month
  •Advanced systems: AUD $600 – $6,000/month

Analytics and Data Tools Cost

Data-driven decision-making is essential in ecommerce.

Tools

• Google Analytics
  •Customer behavior tools
  •Heatmaps

Cost

• Free – AUD $600/month

Legal and Compliance Costs in Australia

Ecommerce businesses must follow Australian regulations.

Requirements

• Privacy policies
  •Terms and conditions
  •GST compliance

Estimated Cost

• AUD $800 – $6,000

Customer Support and Operations Cost

Customer experience is critical for retention.

Cost Breakdown

• Support staff
  •Live chat tools
  •CRM systems

Monthly Cost

• AUD $800 – $12,000+

Total Cost of Ownership (TCO)

First-Year Investment

• Small ecommerce business: AUD $7,000 – $40,000
  •Medium business: AUD $40,000 – $120,000
  •Enterprise: AUD $120,000 – $600,000+

Annual Ongoing Cost

• 20% – 50% of initial development cost

ROI: Is Ecommerce Worth It in Australia?

Despite high costs, ecommerce offers strong returns.

Benefits

• Global reach
  •24/7 availability
  •Lower operational overhead
  •Scalability

Example Scenario

If you invest AUD $40,000 and generate AUD $150,000 in revenue:

• High ROI potential
  •Scalable profit growth

Cost Optimization Strategies

To maximize ROI, follow these proven strategies:

Smart Cost-Saving Tips

• Start with MVP
  •Use SaaS platforms initially
  •Focus on revenue-driving features
  •Automate gradually
  •Optimize marketing spend

Common Mistakes to Avoid

• Overbuilding features early
  •Ignoring SEO
  •Choosing the wrong platform
  •Underestimating marketing costs

Choosing the Right Ecommerce Development Partner

Selecting the right partner is critical for success.

What to Look For

• Proven experience
  •Transparent pricing
  •Strong portfolio
  •Post-launch support

Expert Recommendation

Working with experienced teams like Abbacus Technologies helps businesses:

• Reduce unnecessary development costs
  •Build scalable ecommerce systems
  •Improve long-term ROI

Future Trends Affecting Ecommerce Costs in Australia

Ecommerce in 2026 is driven by innovation.

Key Trends

• AI-driven personalization
  •Voice commerce
  •AR/VR shopping
  •Headless ecommerce

Impact on Cost

These technologies increase upfront investment but significantly improve:

• User experience
  •Conversion rates
  •Customer retention

Final Conclusion

Ecommerce development cost in Australia in 2026 is not just about launching a website—it’s about building a long-term digital business.

Key Takeaways

• Basic store: AUD $3,000 – $15,000
  •Mid-level store: AUD $15,000 – $50,000
  •Enterprise store: AUD $50,000 – $250,000+

Final Insight

The goal should not be to minimize cost—but to maximize value and scalability.

A well-planned ecommerce investment can become a powerful revenue engine in Australia’s competitive digital landscape.