Top Shopping Brands in Australia: Q1 2025 Analysis

In the first quarter of 2025, Australia's shopping category experienced robust engagement across web and app platforms. This article delves into the performance of three leading brands: Temu, Big W, and eBay, using data from Q4 2024 to Q1 2025 to deliver insights powered by Sensor Tower's comprehensive analytics.

Temu (Whaleco Inc.)

Temu stands out with a strong digital presence through its website temu.com and the Temu: Shop Like a Billionaire app.

• Audience Trends: Temu's true monthly deduplicated audience exceeded 10M throughout Q1 2025. The website consistently attracted over 4.5M unique visits monthly, while app-only visitors hovered around 5.9M.

• App Engagement: Monthly active users on the app increased from 5.7M in October 2024 to over 6.5M by March 2025, highlighting growing mobile engagement.

• Ad Spend & Channels: Temu invested heavily in advertising, with monthly expenditures over $3M. Facebook and Instagram were primary channels, generating significant impressions, particularly in January 2025 with over 1B impressions.

Big W

Big W's market strength is anchored by its website bigw.com.au and the BIG W app.

• Audience Trends: The website's monthly visits peaked in March 2025, reaching 9.2M unique visitors. The app-only audience remained stable, with over 500K visitors by the end of the quarter.

• App Engagement: The app saw growth in monthly active users, rising from 267K in October 2024 to nearly 388K in March 2025, indicating a steady increase in app engagement.

• Ad Spend & Channels: Big W's ad spend fluctuated, peaking in December 2024 at over $2.6M. Facebook and Instagram were the dominant platforms for ad impressions.

eBay

eBay continues to be a formidable player with its website ebay.com and the eBay app.

• Audience Trends: eBay's unique website visitors remained stable, averaging around 5M monthly. The deduplicated audience, including both web and app users, was consistently over 6M.

• App Engagement: The app's monthly active user base slightly decreased from 2.7M in October 2024 to about 2.3M by March 2025, indicating a shift in user engagement.

• Ad Spend & Channels: eBay's advertising spend showed variation, with a notable peak in December 2024 at approximately $940K. YouTube and Facebook were key channels, delivering substantial impressions.

Conclusion

The analysis from Q1 2025 reveals dynamic trends in Australia’s shopping category, with each brand leveraging a combination of web and app platforms to engage users. Sensor Tower's comprehensive data insights, including Web Insights, Pathmatics, and App Performance Insights, provide unparalleled visibility into cross-platform user behavior, essential for understanding market dynamics.

For more detailed insights, explore Sensor Tower's Web Insights, Pathmatics, and App Performance Insights offerings.