New figures from Roy Morgan show online retailers Amazon, Temu and Shein continuing to record rapid growth in their Australian shopper base, highlighting a significant shift in consumer spending.
Over the 12 months to June 2025, an estimated 8.8 million Australians purchased from Amazon at least once, an increase of 900,000 year-on-year, equating to 11 per cent growth. Temu attracted 4.7 million shoppers, also up by 900,000, representing 24 per cent growth.
Shein reached 2.6 million buyers, up 600,000 from a year earlier, or 27 per cent growth.
The report indicates that Australians are not only buying from these platforms in greater numbers but also more frequently.
Roy Morgan estimates Temu added around $1 billion in annual sales year-on-year, taking its total to about $2.6 billion. Shein’s annual sales rose by approximately $300 million, reaching $1.3 billion.
This expansion comes at a time when several established retailers are facing headwinds. Companies such as eBay, Kogan, The Reject Shop and Best & Less recorded year-on-year declines in customer numbers.
A number of other brands, including Millers, Rivers, Noni B, Katies, Autograph, Crossroads, Rockmans and Wittner, have exited the market in the past year.
Catherine Jolley, Roy Morgan’s Head of Retail and Consumer Products, said the scale of growth among online discount platforms was reshaping the market.
“The growth in shopper numbers at this scale and speed is unprecedented and it’s redefining the market before our eyes,” Jolley said.
“As discount platforms reset consumer expectations, the challenge for established retailers, particularly those that have relied on a low-cost position, is to understand the impact on their position in the ‘new retail order’.”
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