Amazon, Temu and Shein are continuing to expand their Australian customer bases, while eBay and Kogan are heading in the opposite direction, according to new Roy Morgan data.

In the 12 months to June 2026, Amazon attracted 9.5 million Australian shoppers, an increase of 728,000 compared with the previous year.

Temu reached 5.1 million shoppers, up 371,000, while Shein grew to 3 million shoppers after adding 433,000 customers over the same period.

The figures point to a continued shift towards newer global marketplaces that have built their Australian presence around low prices, large product ranges and frequent promotions.

By comparison, eBay recorded 5.9 million Australian shoppers, down 389,000 year-on-year, while Kogan.com fell by 58,000 to 1.2 million shoppers.

Roy Morgan’s shopper incidence data shows the same trend. Amazon increased its share of Australian shoppers by 3 percentage points, while Temu and Shein each gained 2 percentage points.

eBay’s shopper incidence fell by 2 percentage points, while Kogan declined by 1 percentage point.

Shopping frequency also favoured the newer platforms. Amazon and Temu customers purchased from each marketplace around six times on average during the 12 months to June 2026.

eBay, meanwhile, experienced a decline in both customer numbers and average shopping frequency, suggesting some remaining users are also buying from the platform less often.

Roy Morgan chief executive Michele Levine said global marketplaces had expanded rapidly in Australia by combining large product ranges with aggressive pricing and increasingly sophisticated fulfilment networks.

She said Amazon had moved beyond its earlier position as a market disrupter and had become an established part of the Australian retail landscape.

The findings also point to intensifying pressure on established online retailers as consumers increasingly consolidate spending with platforms offering broader ranges, faster delivery and more frequent promotions.

Roy Morgan said the battle for online retail growth is now not only about attracting customers, but also about increasing how often those shoppers return.

The data comes from the Roy Morgan Single Source survey and covers Australians aged 14 and over.