Region Deep-Dive
Australia & New Zealand
Top languages in this region: English · 中文 · हिन्दी · العربية · Español
Related platforms are listed under Platform intelligence. Every figure below can be checked in the expanded source text. Platform intelligence.
Key Research
Source notes and the methodology audit that underpin this region.
QHow large is the Australia & New Zealand ecommerce market, and how is it growing?
Australia 2025 online spend A$82.6B (+14%, AusPost); 2024 A$69B (record); New Zealand Q4 2024 online spend NZ$1.73B (+9%)
+14% (Australia 2025); Amazon/Temu/Shein driving growth
Expand: original global-report section (country/sub-market detail and sources)
5.4 Australia & New Zealand
- Australia: 2024 online spend A$69B (a record) → 2025 A$82.6B (+14%); Amazon AU, Temu, and Shein are the growth protagonists, while domestic retailers lose share.
- Source: https://eightx.co/blog/australian-online-retail-spend-2026 ; https://www.roymorgan.com/findings/10158-amazon-temu-and-shein-growth-story-continues-march-2026
- New Zealand: 2024 Q4 online spend NZ$1.73B (+9%); "Temu fever" is lifting purchase frequency and lowering average order value.
- Source: https://www.nzpost.co.nz/about-us/media-centre/media-release/online-shoppers-spent-173-billion-october-to-december-2024
QWhich are the Top 5 ecommerce platforms in Australia & New Zealand, and how do they rank?
Amazon AU, Temu, and Shein drove growth (~1 million / 1 million / 500,000 additional shoppers); eBay AU is incumbent #2; Kogan is the largest listed pure-play online retailer; local platforms Catch/MyDeal shut down in 2025.
Expand: original Top-5 report section (GMV / revenue / users / positioning tables)
8. Australia & New Zealand
8.1 Australia
Ranking basis: Roy Morgan shopper counts (the most comparable cross-platform metric: Amazon/Temu each added about 1 million shoppers, Shein added 500,000, through Sep 2025) + locally filed revenue (Amazon A$7.7B, Kogan A$931M). Catch (Wesfarmers, shut Jan 2025) and MyDeal (Woolworths) are already out. Australia 2025 online spend A$82.6B (+14%, AusPost).
| Rank | Platform | Company | Key data | Positioning & strengths |
|---|---|---|---|---|
| 1 | Amazon AU | Amazon | 2024 local revenue A$7.7B (ecommerce +23%, Prime subscriptions +39%); annual add about A$1B | Fastest-growing large platform; marketplace+1P+FBA+Prime; about 1 million new shoppers |
| 2 | Temu | PDD Holdings | Annual add about 1 million shoppers (through Sep 2025, Roy Morgan) | Ultra-low-price cross-border + heavy advertising; squeezing local retail (partly blamed for Catch’s shutdown) |
| 3 | eBay AU | eBay | Veteran #2 marketplace; no new 2024–25 data ⚠️ | C2C/second-hand/auto parts/collectibles |
| 4 | Kogan.com | Kogan.com | FY2025 revenue about A$931M (⚠️ a Chinese source mislabeled the currency as "€931 million"; it is AUD) | Australia’s largest listed pure-play online retailer (electronics/appliances/private label); marketplace+1P hybrid |
| 5 | Shein | Shein Group | Annual add 500,000+ shoppers (Roy Morgan) | Ultra-fast-fashion cross-border; app-first; strong Gen Z penetration |
2025 developments: Catch (Wesfarmers shutdown, about A$230 million invested) and MyDeal (Woolworths) exited; Amazon/Temu/Shein dominate growth and domestic retailers lose share; TikTok Shop had not launched in Australia as of mid-2025 (in preparation).
8.2 New Zealand
- Trade Me remains New Zealand’s largest marketplace (parent took a NZ$138 million impairment in 2025 as sales and growth slowed); 82% of New Zealanders shop online (IAB NZ 2025).
- Amazon, Temu, and Shein are likewise "tightening their grip on the ANZ marketplace"; New Zealand platform revenue data is missing (Trade Me/Amazon NZ revenue not captured — recommend supplementing with Euromonitor/Statista research).
Sources (selected): AusPost 2025 A$82.6B — https://www.parcelandpostaltechnologyinternational.com/news/e-commerce/australian-online-spending-reaches-a82-6bn-in-2025.html ; Roy Morgan — https://www.roymorgan.com/findings/10016-amazon-temu-and-shein-growth-story-continues-september-2025 ; Amazon AU — https://www.chwang.com/news/189643563084 ; Kogan — https://stockanalysis.com/quote/asx/KGN/financials/ ; Catch shutdown — https://www.smh.com.au/business/companies/online-retailer-catch-com-au-to-shut-down-190-jobs-to-go-20250121-p5l618.html ; Trade Me — https://dailytelegraph.co.nz/money/trade-me-takes-138m-marketplace-write-down-as-sales-and-growth-slow/
QWhat is worth watching?
- Catch (Wesfarmers shutdown, ~A$230M invested) and MyDeal (Woolworths) exited the market in 2025
- Amazon/Temu/Shein driving growth; local retailers losing share
- TikTok Shop had not launched in Australia as of mid-2025 (in preparation)
- New Zealand: Trade Me remains the largest marketplace but took a NZ$138M impairment in 2025; Amazon/Temu/Shein tightening their grip
QWhat are the key insights?
- Ranking based on Roy Morgan shopper counts (most comparable across platforms) + locally filed revenue
- Local pure-play online players (Catch/MyDeal) are out; the market is entering a giant-consolidation phase
- New Zealand platform revenue data is missing (Trade Me/Amazon NZ not captured)
QAs a merchant, how should I choose and lay out my e-commerce business here?
A practical guide for merchants: which platforms to prioritise in this region, in what order to enter, and what to watch out for.
How to choose a platform
Australia is a high-AOV, mature market dominated by the Amazon/Temu/Shein trio (2025 online spend of A$82.6 billion, +14%). Amazon AU (FBA + Prime, adding about 1 million shoppers a year) is the first choice for full categories; Temu for extreme low-price volume; Shein for fast fashion; Kogan or an independent site for local brands/private label; and eBay AU for secondhand, auto parts and collectibles. New Zealand is a smaller market, covered by Trade Me plus cross-border platforms.
Entry path & rollout
Suggested path: use Amazon AU for general categories (local-warehouse FBA, competition less intense than the U.S./Europe, high AOV); consider the Shein ecosystem or an independent site for fashion; and local brands can join the Kogan marketplace. Australia's GST applies from the very first dollar (no small-parcel exemption), so cross-border direct shipping is taxed too; a local returns address and compliance (ACCC product safety) are key entry requirements.
Watch-outs & risks
ACCC product-safety scrutiny is tightening (Temu/Shein/Amazon named over dangerous-goods issues); local platforms Catch (shut down Jan 2025) and MyDeal have exited, putting the market into a period of giant consolidation; spillover from U.S. tariff policy has made Temu/Shein treat Australia as a new battleground; falling AOVs (“buying more, spending less”) erode GMV quality; and last-mile fulfillment costs are high in remote areas.
Platform quick-fit table
What type of seller each Top platform in this region fits best (click a platform for the full merchant analysis):
| Platform | Best-fit sellers |
|---|---|
| Amazon AU | Best for brand/factory sellers with a stable supply chain who can carry FBA inventory and advertising costs, and for merchants with a trademark who can enroll in Brand Registry. Full-category coverage; standardized categories like 3C, home, and baby products have clear volume advantages. Not suitable for thin-margin, undifferentiated, or cash-strapped newcomers — fees and competition will quickly eat gross margin; cross-region expansion (Europe/Japan/Middle East, etc.) requires simultaneously addressing VAT and local certifications. |
| Temu | Best for Chinese factory/supply-chain sellers (fully managed: supply goods only, no operations) and sellers with US/EU overseas-warehouse capability (semi-managed); suited to white-label low-price standardized goods (apparel, home, 3C accessories, small general merchandise). Not suitable for sellers seeking brand premium, heavy compliance, or high-AOV categories — price orientation and regulatory risk will erode brand and profit. |
| eBay AU | Best for sellers of used/refurbished/collectibles (sports cards, watches, sneakers, handbags), auto parts, and enthusiast long-tail items; friendly to individual and small sellers with no inventory-pressure risk; multi-site coverage across North America, Europe, and Australia/NZ. Not suitable for sellers pushing volume with new standardized products or those needing Prime-level logistics and advertising scale. |
| Kogan.com | Best suited to: sellers in electronics, appliances, home and DIY categories that already have a local Australian entity/local warehouse, and private-label sellers — they can build repurchase using the Kogan First user pool and local fulfillment. Not suited to: cross-border volume newcomers chasing traffic scale and rock-bottom prices (exposure far below Amazon/eBay), or fashion/FMCG categories (not Kogan's mindshare categories). |
| Shein | Best suited to: Chinese factory-type sellers of apparel/accessories/home goods with small-batch fast-reorder flexible supply chains (suppliers are the platform's core resource), and categories aimed at Gen-Z fast-fashion mindshare. Not suited to: non-apparel categories, sellers without fast supply capability, sellers that rely on brand premium rather than price, and brands that cannot accept platform-led pricing (fully managed). |
QWhere does this evidence come from?
Underlying research documents for this region (with full source URLs):