Leading Shopping Brands in Australia: Q1 2025 Analysis

In the dynamic landscape of Australia’s shopping sector, three brands have emerged as leaders in Q1 2025: Big W, Kmart, and Temu (Whaleco Inc.). Leveraging Sensor Tower’s comprehensive data offerings, we delve into the performance and trends of these brands across their websites and apps from Q4 2024 to Q1 2025.

Big W

Big W’s digital footprint is robust, featuring bigw.com.au and the BIG W app.

• Audience Trends: From October 2024 to March 2025, bigw.com.au experienced fluctuations in visits, peaking at over 58M in December and stabilizing around 57M by March. The monthly true audience rose steadily, reaching approximately 9.5M in March.

• App Engagement: The BIG W app saw a rise in monthly active users, starting at around 460K in October and peaking near 660K in March.

• Ad Spend & Channels: Monthly advertising spend showed a significant decrease post-December, with March spend around $1.1M. Facebook and Instagram were primary channels, consistently delivering high impressions.

Kmart

Kmart’s digital presence includes kmart.com.au, kmartphotos.com.au, and the Shop Kmart Low Prices For Life app.

• Audience Trends: Kmart’s main site saw steady traffic, with visits fluctuating between 75M and 113M across the quarters. The monthly true audience remained stable above 8.3M in March.

• App Engagement: The Kmart app’s monthly active users increased from 830K in October to over 1M in March, indicating growing mobile engagement.

• Ad Spend & Channels: Monthly ad spend decreased in Q1 2025, with March spending around $580K. YouTube was the dominant channel, contributing significantly to impressions.

Temu (Whaleco Inc.)

Temu’s digital strategy includes temu.com and the Temu: Shop Like a Billionaire app.

• Audience Trends: Temu.com maintained high engagement, with visits remaining above 68M throughout Q1 2025. The monthly true audience consistently exceeded 10M.

• App Engagement: The Temu app’s monthly active users were stable, fluctuating around 7M from October to March.

• Ad Spend & Channels: Temu’s monthly ad spend peaked in January at over $4M, with Facebook and Instagram being the primary channels for impressions.

Conclusion

The comprehensive insights provided by Sensor Tower highlight the varied strategies and performances of Big W, Kmart, and Temu in Australia’s shopping sector. By leveraging Sensor Tower’s unique cross-referencing capabilities, businesses can gain an unparalleled understanding of cross-platform user behaviors. Access to detailed web insights, app performance data, and advertising analytics is critical for brands aiming to optimize their digital presence and engagement.

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