排名依据：Roy Morgan 购物者数量（跨平台最可比指标：Amazon/Temu 各增约 100 万、Shein 增 50 万购物者，截至 2025.9）+ 本地备案营收（Amazon A$7.7B、Kogan A$931M）。Catch（Wesfarmers，2025.1 关停）与 MyDeal（Woolworths）已出局。澳洲 2025 线上支出 A$82.6B（+14%，AusPost）。

排名	平台	公司	关键数据	定位与优势
1	Amazon AU	Amazon	2024 本地营收 A$7.7B（电商 +23%、Prime 订阅 +39%）；年增约 A$1B	增速最快的大型平台；marketplace+自营+FBA+Prime；约 100 万新增购物者
2	Temu	PDD Holdings	年增约 100 万购物者（截至 2025.9，Roy Morgan）	超低价跨境+巨额广告；挤压本土零售（Catch 关停部分归因）
3	eBay AU	eBay	老牌 #2 marketplace；2024–25 无新数据 ⚠️	C2C/二手/汽配/收藏品
4	Kogan.com	Kogan.com	FY2025 营收约 A$931M（⚠️ 有中文源误标币种"9.31 亿欧元"，应为澳元）	澳洲最大上市纯线上零售商（电子/家电/自有品牌）；marketplace+自营混合
5	Shein	Shein Group	年增 50 万+ 购物者（Roy Morgan）	超快时尚跨境；App 优先；Z 世代渗透强

2025 动态：Catch（Wesfarmers 关停，约 $2.3 亿澳元投入）与 MyDeal（Woolworths）退出市场；Amazon/Temu/Shein 主导增长、本土零售商份额下滑；TikTok Shop 截至 2025 年中尚未在澳上线（筹备中）。

8.2 新西兰 New Zealand

Trade Me 仍是新西兰最大 marketplace（2025 年母公司对其计提 NZ$1.38 亿减值，销售与增长放缓）；82% 新西兰人线上购物（IAB NZ 2025）。
Amazon、Temu、Shein 同样"收紧对 ANZ marketplace 的掌控"；新西兰平台营收数据缺失（Trade Me/Amazon NZ 营收未捕获——建议以 Euromonitor/Statista 研究补充）。

来源（节选）：AusPost 2025 A$82.6B — https://www.parcelandpostaltechnologyinternational.com/news/e-commerce/australian-online-spending-reaches-a82-6bn-in-2025.html ; Roy Morgan — https://www.roymorgan.com/findings/10016-amazon-temu-and-shein-growth-story-continues-september-2025 ; Amazon AU — https://www.chwang.com/news/189643563084 ; Kogan — https://stockanalysis.com/quote/asx/KGN/financials/ ; Catch 关停 — https://www.smh.com.au/business/companies/online-retailer-catch-com-au-to-shut-down-190-jobs-to-go-20250121-p5l618.html ; Trade Me — https://dailytelegraph.co.nz/money/trade-me-takes-138m-marketplace-write-down-as-sales-and-growth-slow/

Q有什么值得关注的动态？

Catch（Wesfarmers 关停，约 $2.3 亿澳元投入）与 MyDeal（Woolworths）2025 退出市场
Amazon/Temu/Shein 主导增长、本土零售商份额下滑
TikTok Shop 截至 2025 年中尚未在澳上线（筹备中）
新西兰：Trade Me 仍为最大 marketplace 但 2025 年计提 NZ$1.38 亿减值；Amazon/Temu/Shein 收紧掌控

Q关键洞察是什么？

排名依据为 Roy Morgan 购物者数量（跨平台最可比）+ 本地备案营收
本地纯线上玩家（Catch/MyDeal）出局，格局进入巨头整合期
新西兰平台营收数据缺失（Trade Me/Amazon NZ 未捕获）

Q作为商家，我该如何选择并布局我的电商业务？

以下指南帮助商家判断：这个区域应该优先选择哪些平台、以什么顺序进入、需要注意什么。

如何选择平台

Australia is a high-AOV, mature market dominated by the Amazon/Temu/Shein trio (2025 online spend of A$82.6 billion, +14%). Amazon AU (FBA + Prime, adding about 1 million shoppers a year) is the first choice for full categories; Temu for extreme low-price volume; Shein for fast fashion; Kogan or an independent site for local brands/private label; and eBay AU for secondhand, auto parts and collectibles. New Zealand is a smaller market, covered by Trade Me plus cross-border platforms.

布局与进入路径建议

Suggested path: use Amazon AU for general categories (local-warehouse FBA, competition less intense than the U.S./Europe, high AOV); consider the Shein ecosystem or an independent site for fashion; and local brands can join the Kogan marketplace. Australia's GST applies from the very first dollar (no small-parcel exemption), so cross-border direct shipping is taxed too; a local returns address and compliance (ACCC product safety) are key entry requirements.

注意事项与风险

ACCC product-safety scrutiny is tightening (Temu/Shein/Amazon named over dangerous-goods issues); local platforms Catch (shut down Jan 2025) and MyDeal have exited, putting the market into a period of giant consolidation; spillover from U.S. tariff policy has made Temu/Shein treat Australia as a new battleground; falling AOVs (“buying more, spending less”) erode GMV quality; and last-mile fulfillment costs are high in remote areas.

平台速配一览

本区 Top 平台适合什么类型的卖家（点击平台名查看完整商家分析）：

平台	适合的卖家类型
Amazon AU	Best for brand/factory sellers with a stable supply chain who can carry FBA inventory and advertising costs, and for merchants with a trademark who can enroll in Brand Registry. Full-category coverage; standardized categories like 3C, home, and baby products have clear volume advantages. Not suitable for thin-margin, undifferentiated, or cash-strapped newcomers — fees and competition will quickly eat gross margin; cross-region expansion (Europe/Japan/Middle East, etc.) requires simultaneously addressing VAT and local certifications.
Temu	Best for Chinese factory/supply-chain sellers (fully managed: supply goods only, no operations) and sellers with US/EU overseas-warehouse capability (semi-managed); suited to white-label low-price standardized goods (apparel, home, 3C accessories, small general merchandise). Not suitable for sellers seeking brand premium, heavy compliance, or high-AOV categories — price orientation and regulatory risk will erode brand and profit.
eBay AU	Best for sellers of used/refurbished/collectibles (sports cards, watches, sneakers, handbags), auto parts, and enthusiast long-tail items; friendly to individual and small sellers with no inventory-pressure risk; multi-site coverage across North America, Europe, and Australia/NZ. Not suitable for sellers pushing volume with new standardized products or those needing Prime-level logistics and advertising scale.
Kogan.com	Best suited to: sellers in electronics, appliances, home and DIY categories that already have a local Australian entity/local warehouse, and private-label sellers — they can build repurchase using the Kogan First user pool and local fulfillment. Not suited to: cross-border volume newcomers chasing traffic scale and rock-bottom prices (exposure far below Amazon/eBay), or fashion/FMCG categories (not Kogan's mindshare categories).
Shein	Best suited to: Chinese factory-type sellers of apparel/accessories/home goods with small-batch fast-reorder flexible supply chains (suppliers are the platform's core resource), and categories aimed at Gen-Z fast-fashion mindshare. Not suited to: non-apparel categories, sellers without fast supply capability, sellers that rely on brand premium rather than price, and brands that cannot accept platform-led pricing (fully managed).

查看全部平台分析 →

Q这些结论的证据来源是什么？

本区域相关的底层调研文档（含完整来源 URL）：

调研素材 · Research

Research Findings: Top 5 Ecommerce Platforms — Japan / South Korea / Australia-NZ

research-top5-ecommerce-platforms-jp-kr-au-nz.md

调研素材 · Research

Asia-Pacific Ecommerce Market Research Findings

asia_pacific_ecommerce_research_findings.md