Australian shoppers are increasingly turning to global online marketplaces Amazon, Shein and Temu, with all three platforms growing their customer bases as traditional players eBay and Kogan lose ground.
New research from Roy Morgan shows Amazon attracted the biggest number of Australian shoppers in the 12 months to June 2026, with 9.5 million people purchasing from the platform at least once – an increase of 728,000 on the previous year.
Temu and Shein are also continuing to build their presence in the Australian market, with Temu attracting 5.1 million shoppers, up 371,000 year-on-year, while Shein reached three million, an increase of 433,000.
The figures point to a changing online shopping landscape, with Australians increasingly gravitating towards global platforms known for competitive pricing, extensive product ranges and convenience.
Meanwhile, established online marketplaces are experiencing a decline in customers. eBay recorded 5.9 million Australian shoppers, down 389,000 on the previous year, while Kogan.com fell to 1.2 million, a decline of 58,000.
The shift is also reflected in the proportion of Australians shopping with each retailer. Amazon’s shopper incidence increased by three percentage points year-on-year, while Temu and Shein each recorded a two-point rise.
In contrast, eBay’s shopper incidence fell by two percentage points and Kogan.com’s declined by one point.
But it’s not just about attracting new customers. The research also examined how frequently Australians are shopping with each platform, with Amazon and Temu both averaging approximately six shopping occasions per customer over the 12 months to June 2026.
eBay, meanwhile, experienced a decline in average shopping frequency alongside its shrinking customer base, suggesting the platform is losing ground both in attracting shoppers and keeping existing customers engaged.
Roy Morgan CEO Michele Levine said global marketplaces had rapidly expanded their Australian presence by combining extensive product choice with aggressive pricing strategies and increasingly sophisticated fulfilment networks.
“Amazon is no longer just a disrupter. It’s now part of the establishment,” Levine said.
“With 9.5 million Australians shopping at Amazon, 5.1 million shopping at Temu and three million shopping at Shein, these marketplaces have become one of the reference points shoppers use to judge price, range, convenience and membership value.”
Levine said the growing competition from global online players was also putting pressure on traditional retailers, pointing to the news that 188-year-old Australian department store David Jones had entered administration.
She added that eBay and Kogan.com continued to face challenges maintaining shopper engagement as consumers consolidated their spending with platforms offering broader selections, faster delivery and more frequent promotions.
“These results further highlight that the battle for online retail growth is about attracting new shoppers, increasing shopping frequency, and becoming a regular part of consumers’ purchasing journeys,” Levine said.
“Amazon is a standout for clearly growing its customer base while also encouraging more frequent usage.”
