Top 10 Ecommerce Sites in Australia

Last Updated
January 22, 2024

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1. Amazon Australia

Estimated monthly traffic: 88 million

Amazon Australia currently dominates the ecommerce market in Australia. Surprisingly, despite the fact that ecommerce makes up 9% of all retail trade in the country, Amazon only launched its Australian online store in 2017 but it didn’t take long for it to overtake the pre-existing ecommerce sites.

You can find almost anything on Amazon, from books and video games to mobile phones and groceries. Amazon now has several distribution centres across Australia, enabling fast delivery to most parts of the country. Clearly, this online retailer is here to stay.

2. eBay Australia

Estimated monthly traffic: 51 million

eBay Australia’s unique platform uses auction and immediate sales formats to help customers get the best deals possible.

It’s also a great place for individuals, small businesses, and large corporations to sell their products. The way that it operates facilitates some of the most profitable deals for sellers of all sizes.

The introduction of “eBay Guaranteed Delivery” in 2018 greatly reduced the delivery times of products purchased on the platform and allowed sellers to guarantee delivery within a set time frame. This helped eBay to make up some ground on Amazon in the realm of customer satisfaction.

3. JB Hi-Fi

Estimated monthly traffic: 33.69 million

JB Hi-Fi specialises in consumer electronics and home entertainment goods.

As well as its high-quality electronic goods, JB Hi-Fi also offers same-day delivery on many of its products – allowing it to compete with the likes of Amazon for home delivery supremacy. Plus, it even has a three-hour delivery option for certain orders, which is available in Sydney, Melbourne, Brisbane, Canberra, Adelaide, and Perth.

The company’s revenue in Australia for 2023 was $9.63 billion, indicating that both its physical stores and online operations are in excellent health. Clearly, this company has benefited from the fact that according to the International Trade Administration, 40% of all Australia’s business-to-customer transactions take place on ecommerce sites.

4. Kmart

Estimated monthly traffic: 21.5 million

Kmart is an Australian chain whose online store is renowned for offering high-quality products at very affordable prices.

Kmart launched its first ecommerce store, ““, in 1999, and has spent decades carving out a successful niche online.

As with many of the other stores on this list, it has an extensive range of products, including office supplies, home appliances, and beauty products. It offers both home delivery and click-and-collect services to its customers.

Moving forward, Kmart looks set to continue building on its already strong presence online and to continue its pattern of major growth.

5. Woolworths

Estimated monthly traffic: 20.79 million

Woolworths is an Australian retailer with a significant online presence and a substantial number of brick-and-mortar stores. In fact, it’s the largest Australian supermarket chain, with 995 supermarkets as of June 2023. It currently has an estimated 20.79 million monthly visitors to its ecommerce store. Although it sells many different types of products, it’s most known within the Australian market for its groceries.

In 2022, Woolworths’ revenue in Australia hit $1.5 billion and this rose to $1.72 billion in 2023. Figures like this show just how popular Woolworths’ ecommerce site is in Australia, and it’s considered to be one of the most valuable brands in the country.

6. Gumtree Australia

Estimated monthly traffic: 16.45 million

Gumtree Australia is an online classified ad and community website where millions of products and services are listed for sale.

Pretty much anything you can imagine can be found on Gumtree, and the sheer diversity of its offerings is one of the main reasons it’s loved by customers.

Some of the most popular product categories on Gumtree Australia include:

  • Exercise equipment
  • Bikes
  • Computers and computer parts
  • Pre-owned gaming consoles
  • Clothing and jewellery
  • Sport and fitness equipment
  • Baby and children’s products
  • Electronics

Gumtree makes it easy for anyone to sell their products and services on the platform. All you need to do is register, and you can start creating ads for the things you want to sell. It’s no wonder Gumtree receives as many visitors to its Australian site as it does.

7. Big W

Estimated monthly traffic: 15.65 million

Big W is a collection of discount department stores and is a subsidiary of the Woolworths Group, with an online presence since 2010. Big W sells a huge variety of products, including clothes, toys, video games, sports equipment, and much more.

Big W partners with A2B for its logistics support, which ensures efficient shipment and delivery services across Australia. This is one of the many reasons it’s one of the most trusted and popular ecommerce sites in the country.

8. Coles

Estimated monthly traffic: 14.11 million

One of the reasons for Coles’ popularity is that it’s often been one step ahead of its competitors. For instance, in 1999, it added a click-and-collect feature to its site that allowed Australians all over the country to make a purchase online and collect their product from a nearby store.

In 2017, Coles partnered with Uber Eats to deliver groceries directly to the homes of its millions of customers. There’s no doubt that this Australian retail chain will continue to innovate and its customer base should only increase.

9. Chemist Warehouse

Estimated monthly traffic: 14.1 million

Chemist Warehouse gets millions of visitors to its ecommerce store each month. It consists of a chain of pharmacies and also sells its products online.

As well as pharmaceuticals, it sells vitamins, perfumes, and various beauty products. It’s known for its discounted products and is considered to be one of the most trusted and influential players in the Australian healthcare and retail sectors.

10. Kogan

Estimated monthly traffic: 9.72 million

Kogan is the last ecommerce site on the list, with just less than 10 million visitors per month. The Kogan website is best known for selling high-quality LED screens and LCD TVs but it also has its own line of fitness products called “Fortis”.

In terms of delivery, Kogan has a number of different options depending on how quickly a customer requires delivery. Customers can choose from standard, express, and premium delivery, with deliveries being carried out quickly and efficiently by Australia Post.

Kogan’s gross sales for 2023 were around $844 million which was actually a decrease of more than $300 million from the previous year.


How many ecommerce sites are there in Australia?

As of 2023, there were estimated to be around 83,095 online shopping businesses operating in Australia. Between 2018 and 2023, the number of ecommerce stores in Australia has grown by around 13.9% each year.

How does the ecommerce market in Australia compare to other countries?

According to the International Trade Administration, the ecommerce market in Australia is the 11th largest in the world. By 2024, revenue from ecommerce sites operating in Australia is predicted to reach around $48.1 billion.

What taxes do ecommerce sellers have to pay in Australia?

In Australia, ecommerce sellers must pay the Goods and Services Tax once their revenue rises above the $75,000 threshold.

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