Australians are voting with their clicks as they embrace online shopping.
eBay, the online auction site, says the sector is meeting the needs of the modern, time-poor consumer.
The company's Australia and New Zealand managing director, Deborah Sharkey, has told a conference in Sydney the local sector is looking at double-digit growth in 2011.
She rejected concerns that consumer spending is favouring offshore internet retailers.
"I am thrilled at the thousands of Australian businesses who are already capitalising on this trend and evolving to meet the needs of the modern consumer," she said on Friday.
"I look forward to watching their ranks swell over the next few months.
"The statistics are clear, 10 million Australians are voting with their clicks and they're telling us that the future of retail is online."
In 2010, the turnover of the top 2000 sellers on eBay was more than $120,000.
The top seller generated turnover of more than $12.6 million, Ms Sharkey said.
More Australians are buying online due to the strong Australian dollar exchange rate, which is making offshore purchases cheaper than ever before.
But it's not all roses for Australian retailers.
On Thursday, local booksellers Borders and Angus & Robertson bookstores went into administration.
Book retailers across the globe have been hit in recent years due to the rise of internet-based book sellers such as Amazon and electronic books.
Australian retailers, such as Gerry Harvey, recently called for offshore internet purchases to be subject to GST, like goods sold in traditional stores.
Ms Sharkey said on average Australian spends an hour and 40 minutes shopping online each week.
Australia also had one of the the highest penetration of mobile smartphones in the world, with a quarter of Australians using their phone to shop.
Every 15 seconds an Australian buys something using eBay's mobile phone app, she said.
Ms Sharkeywas speaking at an Online Retail Forum, which is being attended by senators Stephen Conroy and Nick Sherry.
The event was packed with guests having to watch the proceedings via a webcast in an "overflow room" at the Westin Hotel in the CBD.
