Leading Brands in Australia's Shopping Category: Q2 2024 Insights

In the ever-evolving landscape of online shopping, several brands have emerged as leaders in Australia. This article delves into the performance and trends of three major players in the shopping category during Q2 2024: Kmart, eBay, and Temu. Utilizing comprehensive data from Sensor Tower, we explore their digital presence across websites and apps, alongside advertising strategies.

Kmart

Kmart’s digital ecosystem comprises its main website, kmart.com.au, and the Shop Kmart Low Prices For Life app.

• Audience Trends: From Q1 to Q2 2024, kmart.com.au saw a gradual decline in visits, starting from over 13M in January to around 9.4M by June. The monthly true audience mirrored this trend, decreasing from above 11M in January to just over 8M in June.

• App Engagement: The app experienced an upward trend in monthly active users, rising from approximately 424K in January to over 480K by June, indicating a growing preference for mobile shopping.

• Ad Spend & Channels: Kmart’s monthly advertising spend peaked in April at over $1.7M, with Facebook and Instagram as dominant channels. Impressions were highest in April, exceeding 330M.

eBay

eBay’s digital footprint is centered on its website, ebay.com, and the eBay app.

• Audience Trends: The website maintained stable visits, fluctuating between 115M to 130M monthly. Monthly true audience figures were steady, hovering around 8M.

• App Engagement: App monthly active users remained relatively stable, with a slight dip from 3.9M in January to 3.6M in June.

• Ad Spend & Channels: eBay’s monthly ad spend varied, peaking in March at over $1.1M. Facebook and Instagram were key channels, with substantial impressions, particularly in March with over 270M.

Temu (Whaleco Inc.)

Temu operates through its website, temu.com, and the Temu: Shop Like a Billionaire app.

• Audience Trends: Temu.com witnessed growth, with visits climbing from 60M in January to over 75M by June. The monthly true audience also increased, reaching approximately 9.2M in June.

• App Engagement: The app’s monthly active users surged from around 3.8M at the start of the year to over 5.3M by June, reflecting a strong mobile market presence.

• Ad Spend & Channels: Temu’s monthly ad expenditure was substantial, with a peak in May at over $3.1M. Facebook dominated the ad channels, delivering impressions exceeding 800M in May.

Conclusion

Kmart, eBay, and Temu have shown distinct trends in Australia’s shopping category. Kmart’s mobile engagement is on the rise, eBay maintains a stable web and app presence, while Temu is experiencing robust growth across all platforms. Sensor Tower’s unparalleled cross-referencing capabilities provide these insights, crucial for understanding cross-platform user behavior. For more detailed data, Sensor Tower’s Web Insights, App Performance Insights, and Pathmatics products offer comprehensive analytics.

Sensor Tower’s consolidated data offers unique advantages for decision-makers, providing detailed insights into market dynamics and consumer behavior, empowering strategic decisions and investment opportunities. For further exploration of these insights, visit our product page.