As more Australians shift toward buying glasses online, assortment size has become a defining factor in how optical retailers compete. This 2025 assessment compares leading platforms by the number of frames and brands available, revealing which sites offer the greatest choice for shoppers seeking both everyday styles and specialist labels. The mix of global e-commerce operators and established domestic optometry chains paints a picture of a market in transition.
Key Insights
- VisionDirect.com.au overwhelmingly leads the category, listing more than 48,000 frames and 259 brands, far outpacing all competitors.
- FramesDirect.com and FashionEyewear.com — both international retailers — secure the next two spots, backed by strong fulfilment into Australia.
- Local chains like Specsavers and OPSM hold steady mid-ranking positions, highlighting the growing disparity between global online inventories and locally curated ranges.
Australian Retailers Ranked by Total Frames (2025)
| Rank | Domain | Total Frames |
| 1 | visiondirect.com.au | 48,520 |
| 2 | framesdirect.com | 8,910 |
| 3 | fashioneyewear.com | 3,235 |
| 4 | eyebuydirect.com | 1,667 |
| 5 | clearly.com.au | 1,262 |
| 6 | specsavers.com.au | 1,217 |
| 7 | opsm.com.au | 1,190 |
| 8 | 1001optometry.com.au | 853 |
| 9 | justsunnies.com.au | 822 |
| 10 | optically.com.au | 602 |
| 11 | opticalsuperstore.com | 335 |
| 12 | oscarwylee.com.au | 214 |
| 13 | baileynelson.com.au | 112 |
| 14 | safestyle.com.au | 21 |
Australian Retailers Ranked by Total Brands (2025)
| Rank | Domain | Total Brands |
| 1 | visiondirect.com.au | 259 |
| 2 | framesdirect.com | 193 |
| 3 | fashioneyewear.com | 110 |
| 4 | 1001optometry.com.au | 49 |
| 5 | specsavers.com.au | 44 |
| 6 | opsm.com.au | 33 |
| 7 | justsunnies.com.au | 28 |
| 8 | clearly.com.au | 20 |
| 9 | eyebuydirect.com | 11 |
| 10 | optically.com.au | 11 |
| 11 | opticalsuperstore.com | 3 |
| 12 | oscarwylee.com.au | 1 |
| 13 | baileynelson.com.au | 1 |
| 14 | safestyle.com.au | 1 |
A Market Led by Global Catalogues
Australia’s online optical landscape shows a clear leader in VisionDirect, whose scale overshadows both international competitors and domestic optometry brands. The size of its assortment points to well-developed supplier networks and a high level of catalogue integration. In contrast, local chains with strong retail footprints — such as Specsavers and OPSM — display more conservative digital inventories, reinforcing a pattern seen across the region: Australian shoppers increasingly rely on international platforms to access styles that go beyond the selections found in local stores.
What Australian Shoppers Expect Beyond Choice
Product volume alone doesn’t define customer trust. In Australia, where many shoppers live far from metropolitan optometry hubs, reliability in service is crucial. Key differentiators include:
- precise prescription lens production,
- durable and high-quality coatings,
- straightforward repair, warranty, and return processes,
- responsive aftercare, especially for regional customers.
Retailers that combine wide selection with dependable optical standards are better placed to keep customers returning.
Methodology
- Data was collected in September 2025, based on publicly visible product and brand listings.
- Only active online retailers shipping to Australia were analysed.
- Two measurements were used:
– Total Frames – number of unique eyewear SKUs listed.
– Total Brands – number of distinct eyewear brands offered. - Duplicate listings, discontinued items, and non-eyewear products were excluded.
- This ranking reflects catalogue breadth, not revenue or market share.
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