Leading online retailers and marketplaces among online shoppers Australia 2023

A survey conducted in the 12 months to July 2023 revealed that the most prevalent online retailer among Australian online shoppers was American-based marketplace Amazon, with around 43 percent of respondents reportedly purchasing from this shopping site in the last 12 months. Kmart, a prominent Australian-owned retailer, followed at 41 percent of surveyed online consumers.

Marketplaces in Australia

Marketplaces in Australia have become increasingly popular in recent years. Australian customers have been attracted to these e-commerce platforms by a wide range of products, convenience of use, and affordable prices. The dominance of global marketplaces, such as Amazon, is evident. With an average of 58.3 million site visits per month as of February 2023, Amazon was the most popular online retailer in Australia, followed by eBay, with an average of 57.6 million monthly visitors. However, it is worth noting that local Australian marketplaces have also made their mark, with platforms like Kmart, Coles, and JB Hi-Fi gaining popularity among online shoppers. The continued growth of the e-commerce industry and consumer preference for convenient and diverse shopping options help marketplaces remain a vital component of the Australian retail market.

Online retail industry trends

The COVID-19 pandemic led to extensive limitations to in-store shopping in Australia in 2020 and 2021. As a result, the e-commerce market experienced a significant increase during this period, with an e-commerce growth rate of about 32 percent. In 2022, market growth slowed. Nonetheless, there were still observable, long-lasting changes to consumer behavior, as evidenced by the considerable number of customers who now actively engage in online buying activities. According to a July 2023 survey, 30 percent of Australians made at least one online purchase per week, while 81 percent of internet shoppers made an online purchase at least once per month. As the market develops, it is expected that both domestic and foreign retailers will compete for a larger share of the expanding online retail market in Australia.