Pattern Report: Amazon Dominates ANZ E-commerce Market as Temu and Shein Gain Significant Consumer Trust

Ebrun Exclusive, Feb. 15 – A recent report titled "2026 E-commerce Platform Consumer Report" released by global e-commerce services agency Pattern indicates that the e-commerce platform landscape in Australia and New Zealand (ANZ) is being reshaped as global giants leverage their scale advantages and advanced infrastructure to expand market share. Local platforms are facing sustained pressure on their share of consumer spending, and industry competition is entering a phase of structural realignment.

The report notes that following the successive closures of Catch and MyDeal, the number of local ANZ e-commerce platforms has significantly decreased, leading to further market concentration. Meanwhile, Australian comprehensive e-commerce platform Kogan is facing competitive pressure against the backdrop of ongoing global platform expansion. Currently, only 15% of consumers still shop on Kogan, down 6% year-on-year. This suggests local platforms are gradually losing initiative amidst trends of shifting traffic and consumption.

In stark contrast, Amazon's dominance in the ANZ market continues to strengthen.

Amazon now reaches 60% of local consumers, with its customer base growing 3.45% year-on-year. In the Australian market, it has 8.8 million active consumers, and 66% of consumers plan to shop on the platform. In comparison, eBay shows a declining trend, with the proportion of consumers planning to use the platform in 2026 dropping 7% to 51%.

Notably, Amazon's competitive logic is changing.

Data shows that the proportion of consumers primarily driven by price has decreased by 42%, replaced by an increased emphasis on delivery speed (35%), Prime membership benefits (31%), and overall platform preference (28%). Additionally, 24% of consumers consider product reviews an important decision-making factor, highlighting Amazon's advantages in trust mechanisms and community validation systems – enabling it to move beyond pure price competition towards a comprehensive advantage centered on fulfillment capability and user stickiness.

Merline McGregor, Managing Director of Pattern Australia, pointed out that competitive pressure from global giants is no longer theoretical but has evolved into a structural transformation shaped by international scale, logistics capabilities, and global ecosystems. This shift is not a cyclical fluctuation but may signal the end of the traditional era for local e-commerce.

Simultaneously, Temu and Shein have shown significant improvement in their brand perception within the ANZ market.

Over the past year, perceptions of Temu's product quality and trustworthiness increased by 50%, and Shein's by 36%. In 2025, only 12% and 11% of consumers respectively expressed trust in these two platforms, a situation that is now changing.

Temu achieved sales of AUD 2.6 billion in the last fiscal year, with 47% of consumers having shopped on the platform. It currently serves 4.7 million Australian consumers, with an annual customer growth rate of 24%; Shein's market coverage has increased to 30%, and with a 15% growth rate, it has become the fastest-growing among major platforms.

Analysis suggests that by raising supplier standards, expanding beyond fast fashion categories, and strengthening collaborations with established global brands, both platforms are gradually shedding the "low-price disruptor" label, shifting their competitive strategy from being purely price-driven to one that balances quality and brand trust. As consumer trust increases, their long-term growth potential in the ANZ market is expanding.

From a consumer behavior perspective, product discovery paths are rapidly fragmenting.

With the introduction of AI-generated answers, Google has regained some search traffic; currently, 54% of consumers start product searches on Google. However, social media is rapidly altering traditional search logic.

Compared to 2025, the number of consumers starting product searches on social platforms grew by 67%. Currently, 78% of Australians are active on social media, mobile usage is becoming ubiquitous, and product discovery is increasingly influenced by feed recommendations, content creators, and short-form video.

The report also reveals that 93% of Australian consumers shopped on e-commerce platforms in the past 12 months, with convenience becoming a core decision factor.

One-third of consumers cite ease of use and delivery speed as their primary reasons for choosing a platform. Amazon exemplifies this trend, with 36% of consumers citing "convenience" as a main purchase driver. Merline McGregor noted that delivery capability has become a significant brand asset for e-commerce platforms, with some consumers willing to choose platforms with faster delivery even when facing higher prices.

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