Global retailers Amazon, Temu and Shein have reported double-digit percentage booms in buying customers over the last 12 months to June 2025.
This is according to new data from Roy Morgan, which captured the annual shopper base of key retailers in Australia.
Over the last 12 months, 900,000 more customers bought from Amazon at least once, with 8.8 million in total.
Total Temu customers lifted by 900,000 year-on-year (or 24 per cent) to 4.7 million in total, while Shein customers grew by 600,000 (27 per cent) to 2.6 million.
The rapid rise of these three online disruptors is reshaping Australia’s retail landscape, according to Roy Morgan, adding that several major retailers – including eBay, Kogan, The Reject Shop, and Best & Less – have experienced significant year-on-year declines in customer numbers.
It also comes as Mosaic Brands’ Millers, Rivers, Noni B, Katies, Autograph, Crossroads, and Rockmans exited the market entirely last year, as well as collapses of key competitors such as MyDeal and Catch. Although, MyDeal was closed in late June.
Roy Morgan estimates Temu and Shein together had close to additional $1.3 billion in annual sales year on year – $1 billion additional sales for Temu and $300,000 additional sales for Shein.
Temu has close to an estimated $2.6 billion in annual sales in the 12 months to June 2025 (compared to an estimated $1.6 billion a year ago) and Shein has close to an estimated $1.3 billion in annual sales (compared to an estimated $1 billion a year ago).
Kmart remains a key contender against the global competitors, with its revenue topping $11.4 million in FY25, with an earnings before tax of $1.046 billion.
Roy Morgan’s head of retail and consumer products, Catherine Jolley, said the growth in shopper numbers at this scale and speed is “unprecedented” and it’s redefining the market before our eyes.
“As discount platforms reset consumer expectations, the challenge for established retailers, particularly those that have relied on a low-cost position, is to understand the impact on their position in the ‘new retail order’.”