Online marketplaces in Australia - statistics & facts
Australians’ spending on online marketplaces has increased tenfold over the past decade. The retail format has become a key driver of Australia’s e-commerce growth, as shoppers are drawn in by marketplaces’ value propositions alongside extensive brand and product ranges. Amazon and eBay have become the country’s online marketplace frontrunners, with fast-growing platform Temu shaking up the landscape recently. From Gen Z consumers frequently shopping for women’s fashion, homewares, and beauty products to older generations ordering home items, consumer electronics, and books, online marketplaces have become Australians’ favorite one-stop shop.
Conversely, eBay, once Australia’s number one marketplace platform before it was overshadowed by Amazon, has seen reduced popularity. ebay.com.au saw an almost 12 percent annual decrease in website traffic in February 2025, while its primary competitors, amazon.com.au, aliexpress.com, and temu.com, all enjoyed a rise. While eBay remains a leading marketplace competitor, its downward trend in active sellers, buying activities, and monthly eBay app downloads is notable.
Online marketplaces have not only become fundamental for brands to tap into a wider audience and grow revenue but have evolved into convenient, all-in-one shopping hubs for product and price comparison alongside brand discovery. In 2024, online marketplaces held over 23 percent of Australia’s online spending, with the category set to continue its acceleration into 2025.
Amazon and eBay: long-standing market players
U.S. e-commerce giant Amazon has become the go-to online marketplace among Australian shoppers. The company’s online store segment revenue in Australia has consistently risen recently. As of February 2025, amazon.com.au recorded around 60 million monthly site visits, making it Australia’s most visited online marketplace website. According to a 2024 survey, the platform appeals to the country’s consumers due to key shopping advantages, including speedy delivery, seamless purchasing, and quality product offerings. Alongside this, Amazon’s Prime membership benefits, like access to its streaming services, give the platform a competitive edge. With the launch of Amazon Haul in late 2024 in reaction to Temu’s rapid rise, the company is set to stand strong in 2025.Conversely, eBay, once Australia’s number one marketplace platform before it was overshadowed by Amazon, has seen reduced popularity. ebay.com.au saw an almost 12 percent annual decrease in website traffic in February 2025, while its primary competitors, amazon.com.au, aliexpress.com, and temu.com, all enjoyed a rise. While eBay remains a leading marketplace competitor, its downward trend in active sellers, buying activities, and monthly eBay app downloads is notable.
Temu: the marketplace that hit the ground running
Having entered Australia in March 2023, Chinese e-commerce platform Temu quickly established itself as a force to be reckoned with due to its highly discounted products. Temu witnessed the largest annual growth in online audience size across leading retail brands in Australia in 2024. While the platform’s expansion has slowed as consumer trust in product quality declines, the Temu shopping app was the most downloaded online marketplace app nationwide, vastly surpassing Amazon and eBay. Furthermore, to strengthen its position in the Australian market, Temu opened its platform to Australian sellers in March 2025.Catch, Kogan, and MyDeal: are local marketplaces still competitive?
Almost two decades-old Australian online retailer Catch ceased to trade as of January 2025, struggling to keep pace with international players. While Catch’s closure marks a loss for the local marketplace sector, Kogan and MyDeal continue to operate. Compared to market leaders Amazon and eBay, Kogan and MyDeal have significantly smaller user bases; nonetheless, the platforms continue to attract shoppers, with Kogan seeing a return to profitability.Online marketplaces have not only become fundamental for brands to tap into a wider audience and grow revenue but have evolved into convenient, all-in-one shopping hubs for product and price comparison alongside brand discovery. In 2024, online marketplaces held over 23 percent of Australia’s online spending, with the category set to continue its acceleration into 2025.
