Top 50 Aussie e-Commerce Leaders

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Top 50 ecommerce firms

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Matthew Horn, group GM of customer and digital at Country Road Group, has been named the number one person in e-commerce in Inside Retail’s 2024 Top 50 People in E-Commerce report. He is recognised for leading Country Road Group’s digital and technology transformation to drive commercial success across its five brands.

Specific initiatives led by Horn include leveraging modern technologies to build foundations for significant and sustainable business growth, with a focus on cultural change, accessibility, and inclusion. He has introduced a culture of innovation at the company which has enabled the implementation of various customer data and technology projects over the past year. These have had an enormous impact on Country Road Group’s business performance.

Horn was ranked number one out of 50 e-commerce leaders across different retail categories like fashion, lifestyle, and personal care. The high calibre of talent reflects the quality of Australia’s e-commerce industry. Key sponsors and judges emphasized how the industry has remained resilient and continued to innovate during recent challenges. Leaders like Horn have focused on enhancing customer experiences, improving processes, and investing in sustainability.

Here are some fun facts about these e-commerce high-flyers:


  • The top companies in e-commerce in Australia for 2024 include: Woolworths, JB HiFi, Apple, Coles, Kmart, eBay, Amazon,,, Chemist Warehouse, etc. 

The top 10 People

  • Matthew Horn, Group GM, Customer and Digital, Country Road Group
  • Ellie Degraeve, Founder & CEO, Go For Zero
  • Mark Teperson, Chief Digital Officer, Accent Group
  • Juan Mendoza, CEO, The Martech Weekly
  • Lottie Dalziel, Founder, The Base Collective
  • Lisa Ronson, Chief Marketing Officer, Coles Group
  • Elle Roseby, Chief Digital Officer, The Iconic
  • Olivia Wirth, Executive Manager Loyalty & CEO, Qantas Loyalty
  • Amelia Lloyd, Chief Product Officer, Vinomofo
  • Libby Babet, Chief Experience Officer, The Nuance Group

One thing we liked was this appears to be 70% women!


  • The key industries for e-commerce in Australia include:
    Variety/Department Stores, Fashion/Apparel, Food/Grocery, Health/Beauty, Homewares, Consumer Electronics, Marketplaces like eBay and Amazon, etc. Many top companies operate in multiple categories. 


  • Key trends shaping e-commerce in Australia include: the rise of social commerce, growth in mobile commerce, increasing adoption of click & collect services, demand for faster delivery, and a greater focus on sustainability.

Market Size

  • The total e-commerce market size in Australia is predicted to reach $48.1 billion revenue in 2024. In 2022 it was $45 billion, after growth flattened due to bricks & mortar reopening post-COVID.

Seems like the future of e-commerce is strong in Australia – no great surprises there!

Download full report here


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Kelsie Bunt

Kelsie is our amazing client services co-ordinator and keeps more wheels turning in our company than anyone really knows! It's even in her Position Description to keep the boss Chris under control!

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