Amazon, Temu and Shein Gain Australian Shoppers

Roy Morgan data shows global marketplaces grew their Australian shopper base while eBay and Kogan.com lost ground in the year to June 2026.

Updated on Nov. 5, 2026 in Shopping — General

Amazon, Temu and Shein Gain Australian Shoppers

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Roy Morgan reported that Amazon, Temu and Shein gained Australian shoppers in the 12 months to June 2026, while eBay and Kogan.com lost shoppers over the same period. The shifts come as David Jones entered administration.

Why it matters

The figures show Australian shopping habits moving toward global online marketplaces that combine wide product ranges with aggressive pricing and fast fulfilment networks. Domestic online retailers are losing shoppers as this trend continues.

Amazon shopper incidence rose 3 percentage points and eBay's fell 2 percentage points year-on-year, with Amazon and Temu shoppers each buying from their retailer about six times on average over 12 months. The survey did not examine what drove these changes in purchasing behaviour.

The players

Roy Morgan

Roy Morgan is an Australian market research company that conducts the Single Source Survey tracking consumer shopping behaviour across the country.

David Jones

David Jones is a long-established Australian department store chain that entered administration, a related development reported alongside the shopper data.

The details

Roy Morgan's Single Source Survey asked Australians aged 14 and over which stores they had shopped at in the past 12 months. Amazon and Temu shoppers each made purchases from their retailer about six times on average in the year to June 2026.

- Prior survey period ran from July 2024 to June 2025.
- Current survey period ran from July 2025 to June 2026, with the core data point at 30 June 2026.
- Roy Morgan published the shopper data and David Jones administration news on 5 November 2026.

Market Landscape

Roy Morgan's Single Source Survey, which tracks Australian shopping habits year by year, shows global marketplaces such as Amazon, Temu and Shein expanding their reach while domestic players eBay and Kogan.com lose shoppers. The pattern points to intensifying competition in Australian online retail.

Australian shoppers comparing prices may find more choice on global marketplaces, though domestic retailers' shrinking shopper numbers could affect product range and service over time. The survey does not indicate how prices or delivery times will change for consumers.

The takeaway

Comparing prices and delivery options across both global and domestic retailers can help Australian shoppers get the best value for their purchases. Shoppers may also wish to review which platforms they use most often.