Sunglasses have long been woven into Australian lifestyle — from coastal weekends to everyday commutes. As more shoppers turn to digital storefronts for choice and convenience, assortment size has become a defining metric of competition. This 2025 review evaluates leading online retailers by the number of sunglasses frames and brands they carry, giving a clear view of which platforms now offer the broadest selection nationwide.
Key Insights
- VisionDirect.com.au remains the undisputed leader, offering nearly 40,000 frames and 265 brands, far ahead of every other Australian retailer.
- JustSunnies.com.au places second in frame volume and third in brands, illustrating how a specialist local retailer can establish a powerful niche presence.
- International players like FramesDirect and FashionEyewear maintain strong competitive positions, while established high-street names — including OPSM and Specsavers — show much smaller online assortments.
Australian Sunglasses Retailers Ranked by Total Frames (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 |
Australian Sunglasses Retailers Ranked by Total Brands (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 |
A Market Balancing Homegrown Loyalty and Global Supply
Australia’s sunglasses e-commerce landscape showcases two parallel strengths: large international catalogues and influential local specialists. VisionDirect continues to set the benchmark for volume and brand diversity, while Just Sunnies proves that a focused domestic retailer can still thrive through curation and category expertise.
Global competitors — particularly FramesDirect and FashionEyewear — leverage international logistics and supplier networks to remain highly competitive. In contrast, optometry-led chains such as OPSM and Specsavers maintain a more streamlined digital offering, reflecting their service-centric store-first business model.
What Matters Most to Australian Sunglasses Shoppers
With high UV exposure shaping everyday habits, Australians prioritise performance as much as aesthetics. Key factors influencing online sunglasses purchases include:
- guaranteed UV400 and polarised lens quality,
- clarity around materials and durability,
- transparent specifications for sports, outdoor, and coastal use,
- clear sizing and fit guidance to minimise returns.
Retailers who combine deep product assortments with credible technical information tend to earn stronger consumer trust in this highly climate-aware market.
Methodology
- Data collected in September 2025, based on publicly visible product and brand listings.
- Only retailers shipping to Australia were included.
- Rankings use two metrics:
Total Frames – count of unique sunglasses SKUs.
Total Brands – number of distinct sunglasses brands offered. - Excluded items: duplicated SKUs, discontinued products, non-sunglasses accessories.
- This analysis reflects assortment breadth only, not sales performance or market share.