Top Shopping Brands in Australia: Q4 2024 Performance Analysis

As 2024 draws to a close, we turn our attention to the standout shopping brands in Australia for Q4. This analysis delves into their digital engagement, leveraging Sensor Tower’s comprehensive data platform to provide a nuanced understanding of cross-platform user behavior and advertising strategies.

Temu (Whaleco Inc.)

Temu has emerged as a formidable player in the Australian shopping category, with its website temu.com and the Temu: Shop Like a Billionaire app.

• Audience Trends: From Q3 to Q4 2024, temu.com experienced a fluctuating monthly audience, peaking in October with over 5M unique visits. Although there was a slight decline by December, visits per unique visitor remained high at 19.

• App Engagement: The app maintained a stable monthly active user base, with active users hovering around 5.7M throughout Q4, underscoring a robust mobile presence.

• Ad Spend & Channels: Temu's monthly advertising expenditure decreased over the quarter, from around $4M in October to approximately $2.6M in December. Facebook and Instagram were the primary channels, generating the majority of impressions.

Kmart

Kmart remains a household name in Australia, with its website kmart.com.au and the Shop Kmart Low Prices For Life app.

• Audience Trends: Kmart's unique monthly visits on kmart.com.au increased steadily, reaching nearly 9.5M by December. Visits per unique visitor also saw an uptick, indicating heightened engagement.

• App Engagement: The app's monthly active user base grew slightly, ending Q4 with over 520K active users, reflecting sustained user interest.

• Ad Spend & Channels: Kmart's monthly ad spend peaked in November at approximately $1.35M, with YouTube and Facebook being the leading channels for impressions.

eBay

eBay continues to be a dominant force in online shopping, with ebay.com and the eBay app.

• Audience Trends: eBay's website visits varied, with a noticeable dip in October but a recovery by December, reaching over 5.1M unique monthly visits.

• App Engagement: The app's monthly active user count remained relatively stable, fluctuating slightly around 2.7M throughout Q4.

• Ad Spend & Channels: eBay's monthly ad spend saw a significant increase in December, reaching nearly $940K. Facebook and YouTube were key channels, driving high engagement and impressions.

Conclusion

In Q4 2024, Temu, Kmart, and eBay demonstrated strong digital strategies, effectively engaging users across web and app platforms. Sensor Tower’s comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide unmatched insights into the dynamics of these leading brands. As these companies continue to innovate, staying informed with Sensor Tower’s data will be crucial for understanding market trends and consumer behavior. This is invaluable for decision-makers aiming to harness these insights for strategic advantage.