Amazon overtakes eBay as the leading online marketplace in Australia: Pattern

The major e-commerce channel will attain a $5.5b turnover by the end of the year.

Amazon surpassed eBay as the leading online marketplace in Australia, accounting for 48% of the average monthly site visits for the last three months of 2023.

In a report, e-commerce firm Pattern said Amazon is project to reach $5.5b in turnover by the end of the year, outperforming other marketplaces.

The major e-commerce site has reached over 75.2 million monthly site visits, and is expected to have the highest growth rate of any marketplace in 2024, with 63% of Australians relying on the site. Significantly, 80% of shoppers from the $200,000 income bracket used Amazon.

The rise of Amazon as a reliable marketplace aligns with the change in Australian consumer behaviour. Around 93% of respondents revealed to be relying on a marketplace in 2023, whilst 94% are willing to buy from channels like Amazon.

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As for other marketplaces, Temu and Shein gained a noteworthy market share with 25% and 21%, respectively. However, platforms like Catch and eBay had floundered, and Google’s product search option had experience a year-on-year decrease, due to a 6% increase of consumers going directly to marketplaces for their choices.

“New marketplace entrants into Australia, like Temu, are shaking-up the sector and quickly attracting consumer interest. However, it's expected that Amazon's leading market position will only grow, as the platform wins shoppers with competitive prices, the widest product range and ease-of-use shopping via Prime,” Merline McGregor, General Manager of Pattern Australia, said.