Global e-commerce giants, led by Amazon, dominate Australia's marketplace sector and pressure local competitors. Pattern's '2026 Marketplace Consumer Report' states Amazon reaches 60% of Australian shoppers. Its customer base grew 3.45% year-on-year.
International scale and logistics drive this shift for platforms including Amazon, Temu, and Shein. Local marketplace Kogan saw a 6% decline in its consumer base. It now reaches 15% of shoppers. The trend challenges the long-term viability of homegrown Australian marketplaces.