Leading Shopping Brands in Australia: Q4 2023 Insights

Introduction

In the competitive landscape of online shopping in Australia, brands like eBay, Big W, and Etsy, Inc. have emerged as leaders in Q4 2023. With data provided by Sensor Tower, we delve into the performance and trends of these brands, highlighting their digital presence across websites and apps, as well as their advertising strategies.

eBay

eBay's digital footprint in Australia is robust, with a significant presence through its website, ebay.com, and the eBay app.

• Audience Trends: From Q3 to Q4 2023, eBay's website traffic showed a consistent increase. November and December saw visits rise to over 100M, indicating a strong holiday season. The monthly deduplicated audience remained stable above 7M throughout the quarter.

• App Engagement: The eBay app maintained a steady monthly active user base, with numbers hovering around 2.9M by December, reflecting a slight increase from previous months.

• Ad Spend & Channels: eBay's advertising efforts peaked in October with a monthly spend of over $1M, resulting in 280M impressions primarily via Facebook and Instagram. This highlights a strategic focus on social media platforms.

Big W

Big W's online presence is anchored by its website, bigw.com.au, and the BIG W app.

• Audience Trends: A significant uptick in website visits was observed in November and December, with numbers reaching 40M and 48M respectively. The monthly deduplicated audience grew steadily, surpassing 6.8M by December.

• App Engagement: The BIG W app saw a gradual increase in monthly active users, reaching over 200K by December, showcasing growing mobile engagement.

• Ad Spend & Channels: Big W's monthly ad spend exceeded $1M in December, with impressions reaching 277M. Facebook and Instagram were the primary channels, reflecting a strong digital advertising strategy.

Etsy, Inc.

Etsy's presence in Australia is marked by its website, etsy.com, and the Etsy app.

• Audience Trends: Etsy's website visits remained consistent, with a peak in November at over 77M. The monthly deduplicated audience also showed strength, maintaining figures above 5.5M in December.

• App Engagement: The Etsy app experienced a rise in monthly active users, reaching approximately 230K by December, indicating increased mobile interaction.

• Ad Spend & Channels: Etsy's monthly advertising spend increased progressively, with December seeing over $90K in spend and 22M impressions, largely through Facebook.

Conclusion

The Q4 2023 data from Sensor Tower underscores the dynamic nature of the Australian shopping landscape. Each brand has leveraged a mix of web and app platforms alongside targeted advertising to enhance their market presence. Sensor Tower's comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide an unparalleled view of cross-platform user behavior and strategic advertising impacts. This invaluable data empowers decision-makers to make informed, strategic choices in a competitive market.

For more insights, explore Sensor Tower’s solutions.