Ranking 2025
Online Sunglasses Retailers Ranked by Product and Brand Range – Australia, 2025
Australia’s love for sunglasses has always shaped its eyewear industry — and now, that passion is fully reflected online. This ranking tracks leading e-commerce sites by total product and brand range, illustrating how both global and homegrown players compete to satisfy the nation’s taste for style and UV protection. The 2025 data highlights which retailers have turned assortment breadth into a competitive edge.
Key Findings
- Australia’s sunglasses market mirrors its prescription segment: VisionDirect.com.au again leads by a wide margin, with nearly 40,000 frames and 265 brands.
- JustSunnies.com.au ranks second in frames and third in brands, reflecting a strong local niche position.
- International retailers like FramesDirect and FashionEyewear remain competitive, while established high-street names such as OPSM and Specsavers trail in online variety.
Online Sunglasses Retailers Ranked by Total Frames (Australia, 2025)
| Rank | Domain | Total Frames |
| 1 | visiondirect.com.au | 39,398 |
| 2 | justsunnies.com.au | 12,528 |
| 3 | brighteyes.com.au | 8,586 |
| 4 | framesdirect.com | 4,704 |
| 5 | sunglasshut.com | 2,781 |
| 6 | fashioneyewear.com | 2,550 |
| 7 | eyebuydirect.com | 775 |
| 8 | opsm.com.au | 620 |
| 9 | 1001optometry.com.au | 362 |
| 10 | clearly.com.au | 301 |
| 11 | optically.com.au | 205 |
| 12 | specsavers.com.au | 193 |
| 13 | oscarwylee.com.au | 87 |
| 14 | safestyle.com.au | 66 |
| 15 | baileynelson.com.au | 69 |
| 16 | opticalsuperstore.com | 59 |
Online Sunglasses Retailers Ranked by Total Brands (Australia, 2025)
| Rank | Domain | Total Brands |
| 1 | visiondirect.com.au | 265 |
| 2 | framesdirect.com | 134 |
| 3 | justsunnies.com.au | 133 |
| 4 | fashioneyewear.com | 114 |
| 5 | brighteyes.com.au | 113 |
| 6 | sunglasshut.com | 45 |
| 7 | 1001optometry.com.au | 39 |
| 8 | opsm.com.au | 24 |
| 9 | specsavers.com.au | 19 |
| 10 | clearly.com.au | 14 |
| 11 | eyebuydirect.com | 9 |
| 12 | opticalsuperstore.com | 4 |
| 13 | optically.com.au | 1 |
| 14 | oscarwylee.com.au | 1 |
| 15 | baileynelson.com.au | 1 |
| 16 | safestyle.com.au | 1 |
Australia’s Sunglasses Market Balances Local Loyalty with Global Choice
The Australian sunglasses landscape combines deep lifestyle affinity with growing online sophistication. VisionDirect leads convincingly, but Just Sunnies demonstrates how a specialist local retailer can still command strong loyalty through focused assortment and brand positioning. Meanwhile, cross-border competitors such as FramesDirect and FashionEyewear leverage scale and international shipping to close the gap. The overall pattern points to a market balancing national identity with global access.
Beyond Product Range: Protection and Performance Lead Australian Preferences
Australia’s high UV index shapes its sunglasses culture more than anywhere else. Shoppers look beyond variety to technical performance: verified UV400 lenses, polarisation quality, and frame durability. Retailers offering transparent lens data and fit advice — especially for sports and outdoor use — gain credibility in a market where eye protection is a matter of daily health, not just style.
Methodology
The data for this ranking was collected in September 2025 and reflects the number of publicly listed products and brands available on leading online eyewear retailers in each market.
Only active e-commerce domains shipping to the respective country were included in the analysis.
Each retailer was evaluated across two core metrics:
- Total Frames – the number of individual glasses or sunglasses SKUs visibly listed online.
- Total Brands – the number of unique eyewear brands represented in the catalogue.
Counts were obtained through a manual audit of product listing pages, ensuring parity across markets and excluding duplicates, discontinued listings, or non-eyewear products (e.g., accessories or lens cleaners).
Results represent an independent snapshot of online product variety, not sales performance or market share.
If you believe another domain should be considered for future updates, please contact us to submit your suggestion.