The Inside Australian Online Shopping report highlights online shopping trends between January 2014 and December 2015 and establishes that Ballarat consistently ranks in the top five in the state for purchases in a number of fields.

Surprisingly, local shoppers ranked in the top five in the state for purchases in fashion, as well as for purchases in departments and variety stores, homewares and appliances, media items and specialty food and liquor categories.

The research was based on a subset of Australia Post deliveries, aggregated to postcode level and supported by traditional retail sales data and Australian Bureau of Statistics data.

The analysis excluded central business district locations and low residential postcodes such as industrial areas.

The report does not show how much money Ballarat shoppers spent locally or in external locations.

“According to current figures, Australian $19 billion (was spent) online in 2015 – which was 12 per cent higher than the previous year,” an Australia Post spokesperson said.

The report shows that Ballarat had the highest number of online purchases out of any regional Victoria area – ahead of Geelong suburb Grovedale.

It also ranked third overall for Victorian postcodes.

“The study found that, outside of the CBD, Ballarat was the third most popular online shopping suburb in the state – beaten only by Point Cook and Hoppers Crossing,” the spokesperson said.

“Within the greater Ballarat area, online shoppers were especially active in Ballarat Central, Alfredton and Ballarat East.”

In contrast, Grovedale ranked fifth in the state, while similar sized city Bendigo ranked 13^th, with Shepparton ranked 49^th.

Commerce Ballarat executive officer Jodie Gillett said it’s crucial Ballarat businesses tap into what is becoming a key revenue stream.

“Convenience and a busy world lends itself to shopping online, it is imperative that Ballarat businesses ensure they are in the space,” she said.

“In recent times many of our local businesses have become extremely active online and maybe why this report shows Ballarat in the top five.

“Online shopping itself is a positive as long as the goods and services are purchased locally,” Ms Gillett said yesterday.