Online marketplaces in Australia in 2026: TikTok Shop, Amazon, Temu and the new retailer marketplaces, compared for baby, toy and home brands

Read the market like a departures board. Some flights are boarding, some are new routes, one has no departure time and two have been cancelled. The board below shows the status in October 2026 and what each marketplace asks of a seller.

The useful pattern is that the new routes come from retailers parents already trust. Myer said in March 2026 that its new marketplace would add bulky goods such as prams, cots and mattresses, which are exactly the products our clients sell, and its marketplace sales rose 9.3% in the first half of FY26. One thing to know: in Pattern's survey, 34% of Australians did not realise that sites like Bunnings, Woolworths, Kmart and Big W sell products from outside sellers. Shoppers will judge the retailer by your parcel, so retailers choose sellers carefully. Expect to show safety test reports and stock held in Australia before you are approved.

A marketplace is only worth joining if shoppers are arriving, not leaving. Pattern's 2026 Marketplace Consumer Report asked Australians which marketplaces they had bought from in the past year. Read the chart like a flight path: each line starts at the earlier survey and ends where the platform is now.

Two readings matter for a consumer brand. First, Amazon is now where most Australians compare products, so a listing there doubles as the price check shoppers will run anyway. Second, eBay's falling reach does not make it useless, especially for clearing end-of-line stock, but it is no longer the obvious second channel it was a few years ago. Kogan has fallen three years in a row.

Roy Morgan counts the Australians aged 14 and over who bought from each retailer in a 12-month period. In the year to June 2025, Amazon had 8.8 million shoppers, Temu 4.7 million and Shein 2.6 million. In the seat map below, every 100,000 shoppers get one seat; red seats are the shoppers each platform gained in a year.

Understand Temu's shoppers before you apply to its local seller program. Roy Morgan estimates Temu's Australian sales at about A$2.6 billion in the year to June 2025, up from about A$1.6 billion, and people go there for price. Temu says more than half of its new local sellers make a first sale within 20 days, but a cot or stroller priced to protect its margin will sit beside very cheap goods. For most of our clients Temu is a route to watch, not the first flight. Amazon's fees by category are in our cost checklist.

TikTok Shop has been "coming soon" in Australia for more than two years. The status log below lists what has been said, when, and where it was reported.

That does not make TikTok irrelevant. It means the sale happens somewhere else. Pattern found that 54% of Australian shoppers start product research on Google, and 41% go straight to Amazon after seeing a product on social media. So a creator video should send people to a place where they can buy today: your own website, your Amazon listing or a retailer page. If you plan to work with Australian creators, read the disclosure rules in our Xiaohongshu guide first, or see how we run creator and KOL campaigns.

Joining a marketplace does not move your legal duties to the platform. If you import the goods, the law treats you as the manufacturer, and mandatory safety standards for cots, toys and button batteries apply whether the product sells on Amazon or on your own site (see our compliance guide). What marketplaces add is their own checks, and shoppers who have learned to be careful.

For a new brand, those numbers are an opening. Shoppers are wary, so a listing that shows the safety standard it meets, an Australian returns address and real reviews stands out. Never buy, swap or filter reviews: the ACCC treats fake or hand-picked reviews as misleading, on any platform.

This is our working order for consumer brands, not a statistic. It assumes you already hold stock in Australia (see our 3PL guide) and have your test reports ready.

Three ways to avoid wasted money: keep one price everywhere, because shoppers check Amazon; reuse the same compliance file and photos for every marketplace application; and pre-sell to the community before you send stock to a new marketplace. DAY Concept has helped 6 brands enter Australia this way. If you want a second opinion on which marketplace fits your range, talk to us, or see our six-step Australia market entry process and how we reach Asian-Australian consumers.

Questions about online marketplaces in Australia