Australian Online Marketplaces Compared: 2026 Seller Guide

Australia's online marketplaces now fall into two groups: global "pure" marketplaces such as Amazon, eBay, Temu and Etsy, and retailer-led marketplaces run by brands shoppers already trust, such as BIG W, Woolworths Everyday Market, Bunnings, Kmart and Myer. Pure marketplaces offer the biggest audiences and the toughest price competition; retailer marketplaces offer curated traffic, loyalty programs and more selective onboarding. Most growing sellers end up on several of each.

How big the marketplace channel is

Marketplaces are the single largest category of Australian online spending. Australians spent $18.9 billion on pure online marketplaces in 2025, up 13% year on year, which is 23% of all online spending (Australia Post, 2026). That figure only counts platforms like Amazon and Temu; it excludes retailer-owned marketplaces like BIG W Market and Kmart Marketplace, so the true channel is larger.

Reach is broad, too. 7.2 million households shopped at online marketplaces in 2025, 73% of all households that shopped online, and 29% of shoppers start their product discovery on a marketplace (Australia Post, 2026). For many categories, a product that is not on a marketplace is simply not in the shopper's consideration set.

Pure marketplaces: Amazon, eBay, Temu, Kogan, Etsy

Amazon Australia has the momentum among the established players. Roy Morgan estimates Amazon achieved nearly $7.1 billion in Australian retail sales in 2025, up from about $5.9 billion in 2024 (Roy Morgan, 2026). It suits sellers with competitive pricing, strong product data and either reliable self-fulfilment or the budget for Fulfilment by Amazon. See our Amazon Australia guide for retailers.

eBay remains a large, flexible channel with low entry costs, especially for sellers turning over less than $25,000 a year. Roy Morgan's data shows eBay and Kogan are losing shoppers as value-focused marketplaces grow, so these channels reward sellers who compete hard on price and service.

Temu grew fastest. Roy Morgan counted 5 million Australian Temu shoppers in 2025, up 700,000 year on year. Its local seller program now lets Australian businesses list locally held stock, but price expectations on the platform are extremely low.

Etsy fits handmade, vintage and creative goods. Kogan suits electronics, home and value-led general merchandise.

Retailer-led marketplaces: Woolworths, BIG W, Bunnings, Kmart, Myer, THE ICONIC

Retailer marketplaces let you sell under a brand shoppers already visit every week. Through one Woolworths MarketPlus onboarding, sellers can reach BIG W, which reports over 26 million monthly visits on web and app, and Everyday Market on woolworths.com.au, which reports over 30 million monthly visits (Woolworths Group, 2026). Our Woolworths MarketPlus and BIG W Market explainer covers how this works.

Wesfarmers has expanded too. Across the Bunnings and Kmart marketplaces it reports more than 400,000 additional online SKUs and more than 700 additional online sellers as at 30 June 2026 (Wesfarmers, 2026). Bunnings Marketplace alone has more than 300,000 SKUs and 600 sellers.

In department stores, Myer began moving its marketplace to the Mirakl platform after marketplace sales rose 41% in FY25 (Ragtrader, 2025). THE ICONIC, Temple & Webster, Baby Bunting and Lasoo run their own curated programs for fashion, furniture, baby and local retail.

The market is also consolidating. Wesfarmers wound down Catch as a standalone business in 2025, and Woolworths announced the closure of MyDeal to concentrate on BIG W Market and Everyday Market. If you depend on one marketplace, it can change its terms or close.

How to compare them

Use the same five questions for every marketplace:

1. Audience fit. Does the marketplace's shopper match your category and price point? Bunnings shoppers buy tools and outdoor gear; THE ICONIC shoppers buy fashion.
2. Access. Can anyone join, as on Amazon and eBay, or do you need to apply and be accepted, as on most retailer marketplaces?
3. Economics. Commission, subscription and payment fees, plus advertising, returns and fulfilment costs. Our marketplace fees comparison covers the published rates.
4. Operational standards. Dispatch times, cancellation limits and tracking requirements differ, and missing them carries penalties.
5. Content rules. Every marketplace has its own title length, attribute and image rules. Content written for one channel often fails another channel's checks.

Key figures

• Australians spent $18.9 billion on pure online marketplaces in 2025 (+13%), 23% of total online spend (Australia Post, 2026).
• 73% of all online shoppers bought on a marketplace in 2025 (Australia Post, 2026).
• 69% of Australians use marketplace apps, compared with 78% who shop on retailer websites (Australia Post, 2026).
• Amazon, Temu and Shein together generated close to $12 billion in Australian retail sales in 2025 (Roy Morgan, 2026).
• Bunnings and Kmart marketplaces added 400,000+ online SKUs and 700+ sellers (Wesfarmers, 2026).

How eComChannels helps

The hard part of a multi-marketplace strategy is running it. Each new channel adds another listing format, another order queue and another stock count that can drift.

• Order management pulls orders from Amazon, eBay, Temu, Woolworths Everyday Market, BIG W Market, Bunnings, Kmart, Myer, THE ICONIC, Kogan and the other supported channels into one queue. Stock is synced across all of them, so you can add a marketplace without hiring someone to watch inventory.
• AI listing optimisation keeps one master product record and uses AI trained on each marketplace's listing rules to draft a channel-ready version of every title, attribute set and description. Your team approves the drafts before anything is published. Listings that pass validation first time go live sooner, and listings that follow each marketplace's rules have a better chance of appearing in its search results.

The result is wider exposure across the marketplaces your customers use, without an equal rise in admin. Book a demo or start a 30-day free trial.

FAQ

Which is the biggest online marketplace in Australia?

By estimated sales, Amazon leads, with Roy Morgan estimating close to $7.1 billion in 2025. Temu has the fastest shopper growth. Among retailer-led marketplaces, the Woolworths Group sites and BIG W have the largest published traffic.

Are retailer marketplaces harder to join than Amazon or eBay?

Usually, yes. Bunnings, Woolworths MarketPlus, Kmart and Myer run curated programs where you apply, are vetted and have your range reviewed. Amazon and eBay let most businesses register and list straight away, subject to category restrictions.

Should a small retailer sell on every marketplace?

No. Start with the one or two whose audience best matches your range. Add more only when your stock, listings and dispatch are centralised enough to handle the extra volume without errors.