Australia’s e-commerce shifts toward global market leaders

Amazon, Shein, and Temu gain ground, placing the era of local marketplaces at risk.

Local e-commerce platforms in Australia are declining following the closures of Catch and MyDeal, whilst Kogan faces pressure to remain competitive as shoppers increasingly turn to international marketplaces.

According to Pattern’s 2026 Marketplace Consumer Report, Amazon now reaches 60% of Australian shoppers, up 3.45% year-on-year.

It remains the largest marketplace, with 8.8 million active users and 66% of consumers planning to shop there.

Consumer motivations on Amazon are shifting away from price. Only 42% of shoppers now cite price as a primary factor, whilst 35% point to speed, 31% to Prime benefits, and 28% to general preference for the platform.

Product reviews are also increasingly influential, mentioned by 24% of shoppers.

Temu is expanding quickly, generating A$2.6b in sales last financial year and attracting 47% of Australians.

Shein has increased its reach to 30%, posting the fastest growth among major marketplaces at 15%.

In contrast, Kogan’s shopper base is shrinking, with just 15% of consumers using the platform—a 6% decline from the previous year.

Perceptions of product quality and trust are rising for Temu and Shein. Temu saw a 50% increase in positive perception over the past year, and Shein 36%.

Historically criticised for inconsistent quality, Temu was trusted by 12% of shoppers in 2025, and Shein by 11%.

Investments in supplier standards, a wider product range, and partnerships with established global brands appear to be shifting consumer sentiment.

Convenience is now a key factor for marketplace shopping, with 93% of Australians buying from marketplaces in the past 12 months.

One in three cite ease of use and delivery speed as their primary reason, with 36% of Amazon shoppers naming convenience as their main driver.