Brandwave

How popular isPostie?

In September 2026, people searched for Postie by name about 91,200 times in New Zealand, about the same as the previous year. These searches made up 2.1% of all New Zealand online retailers and marketplace searches, placing Postie 11th out of 14 marketplaces. When we asked both ChatGPT and Google AI Overviews about online retailers and marketplaces, Postie appeared in two of the five answers and was the eighth most recommended of the 14.

Search and AI answers in September 2026

Postie is the 11th most searched of 14 competitors and the eighth most recommended in AI answers.

  1. Trade MeShare of searches 34.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. Kmart NZShare of searches 25%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. The WarehouseShare of searches 7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. TemuShare of searches 6.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. PostieShare of searches 2.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 8th

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Top online retailers and marketplaces in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Postie was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Postie is the eighth most recommended of the 14.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. The Warehouse1st
  2. Trade Me2nd
  3. Kmart NZ3rd
  4. Noel Leeming4th
  5. Mighty Ape4th
  6. Onceit6th
  7. The Iconic7th
  8. Postie8th
  9. Amazon9th
  10. Temu–
  11. +4 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Trade Me4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kmart NZ4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The Warehouse4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The Iconic4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Noel Leeming3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Amazon2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mighty Ape2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Postie2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Onceit2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Temu0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+4 more

See every answer about online retailers and marketplaces

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which online retailers and marketplaces compete with Postie?

Postie against online retailers and marketplaces in New Zealand, by month

Share of searches by month for Trade Me, Kmart NZ, The Warehouse, Temu, Noel Leeming, Shein, Amazon, AliExpress, Mighty Ape, eBay, Postie. The figures are in the table below the chart.

View monthly share of searches table
MonthTrade MeKmart NZThe WarehouseTemuNoel LeemingSheinAmazonAliExpressMighty ApeeBayPostieOnceitThe IconicKogan
Oct 202536.3%23.8%7.4%7.4%6.5%4.9%3.3%2.7%2.7%1.8%1.8%0.8%0.45%0.21%
Nov 202532.8%25.6%8.2%6.6%8.7%3.7%3%2.4%3.7%1.3%2%1.1%0.61%0.41%
Dec 202528.7%28.8%10.7%4.8%9.4%3.2%2.6%2.1%4.8%1.4%2.1%0.77%0.44%0.29%
Jan 202636.8%24.5%9.2%6.1%6.6%3.4%3.3%2.7%2.8%1.8%1.5%0.66%0.38%0.21%
Feb 202635.8%24.2%8.9%7.2%6.5%4%3.2%2.6%2.7%1.8%1.8%0.65%0.44%0.2%
Mar 202638.4%24.3%7.8%6.3%5.7%4.3%2.8%2.8%2.4%1.9%1.9%0.69%0.48%0.22%
Apr 202633%27.5%8.2%6.6%6%4.5%3%3%2.5%2%2.4%0.72%0.5%0.19%
May 202639.1%22.5%7.9%6.5%5.8%4.3%2.9%2.9%2.4%1.9%2.3%0.7%0.49%0.19%
Jun 202634.6%24.9%7%7%6.3%5.7%3.1%3.1%2.6%2.1%2.1%0.76%0.52%0.21%
Jul 202635.3%25.7%7.2%5.8%6.4%4.8%3.2%3.2%2.7%2.1%2.1%0.95%0.44%0.22%
Aug 202639.2%23.2%6.5%6.5%5.8%5.3%2.9%2.9%2.4%1.9%1.9%0.86%0.49%0.24%
Sep 202634.4%25%7%6.9%6.2%5.7%3.1%3.1%2.6%2.1%2.1%0.93%0.64%0.25%

  1. 1.Trade Me

    34.4%

    Held 1st. 1.5M estimated branded searches, -18% vs prior month. Share -4.7 points.

  2. 2.Kmart NZ

    25%

    Held 2nd. 1.1M estimated branded searches, +0.54% vs prior month. Share +1.8 points.

  3. 3.The Warehouse

    7%

    Held 3rd. 306K estimated branded searches, +<0.01% vs prior month. Share +0.5 points.

  4. 4.Temu

    6.9%

    Held 4th. 303K estimated branded searches, +<0.01% vs prior month. Share +0.5 points.

  5. 5.Noel Leeming

    6.2%

    Held 5th. 271K estimated branded searches, +0.08% vs prior month. Share +0.4 points.

  6. 6.Shein

    5.7%

    Held 6th. 249K estimated branded searches, +0.24% vs prior month. Share +0.4 points.

  7. 7.Amazon

    3.1%

    Held 7th. 136K estimated branded searches, -0.08% vs prior month. Share +0.2 points.

  8. 8.AliExpress

    3.1%

    Held 8th. 135K estimated branded searches, -0.07% vs prior month. Share +0.2 points.

  9. 9.Mighty Ape

    2.6%

    Held 9th. 113K estimated branded searches, +0.22% vs prior month. Share +0.2 points.

  10. 10.eBay

    2.1%

    Held 10th. 90.5K estimated branded searches, 0% vs prior month. Share +0.1 points.

  11. 11.Postie

    2.1%

    Held 11th. 90.5K estimated branded searches, 0% vs prior month. Share +0.1 points.

  12. 12.Onceit

    0.93%

    Held 12th. 40.5K estimated branded searches, 0% vs prior month. Share +0.1 points.

  13. 13.The Iconic

    0.64%

    Held 13th. 27.9K estimated branded searches, +22.1% vs prior month. Share +0.2 points.

  14. 14.Kogan

    0.25%

    Held 14th. 11K estimated branded searches, -0.45% vs prior month. Share 0 points.

Compare popularity between Postie and its closest rivals

Every comparison with Postie

30 comparisons

How has branded search demand for Postie changed in New Zealand over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Postie in New Zealand held steady, from 91.3K to 91.2K.
  • Across the 12 months ending September 2026, Postie’s share of searches among online retailers and marketplaces in New Zealand held steady, from 1.8% to 2.1%.

How did search popularity change for New Zealand online retailers and marketplaces in September 2026?

6 changes

  1. In September 2026, Kmart NZ gained share of searches among online retailers and marketplaces in New Zealand, from 23.2% to 25%.

  2. In September 2026, Trade Me lost share of searches among online retailers and marketplaces in New Zealand, from 39.2% to 34.4%.

  3. Estimated monthly branded searches for The Iconic in New Zealand rose 21.3% over 12 measured months, from 23K to 27.9K in September 2026.

  4. Estimated monthly branded searches for Temu in New Zealand fell 18.7% over 12 measured months, from 373K to 303K in September 2026.

  5. Estimated monthly branded searches for Mighty Ape in New Zealand fell 18.4% over 12 measured months, from 139K to 113K in September 2026.

  6. Estimated monthly branded searches for Amazon in New Zealand fell 18.2% over 12 measured months, from 166K to 136K in September 2026.

How are Postie’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Postie’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • postie clothing
  • postie dresses
  • postie plus

Do you work for Postie? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Postie compete?

Postie is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
online retailers and marketplaces11th of 142.1%Shown above
Women's fashion retailers3rd of 1014.1%Show ranking
Online fashion retailers3rd of 1414.2%Show ranking
Creator with pink hair and a pink jacket

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