Brandwave

How popular isTrade Me?

In September 2026, people searched for Trade Me by name about 1.5 million times in New Zealand, a 17.9% decrease from the previous year. These searches made up 34.4% of all New Zealand online retailers and marketplace searches, placing Trade Me first out of 14 marketplaces. When we asked both ChatGPT and Google AI Overviews about online retailers and marketplaces, Trade Me appeared in four of the five answers and was the second most recommended of the 14.

Search and AI answers in September 2026

Trade Me is the most searched of 14 competitors and the second 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. Noel LeemingShare of searches 6.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th

+9 more

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Top online retailers and marketplaces in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Trade Me was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Trade Me is the second 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 Trade Me?

Trade Me 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 Trade Me and its closest rivals

Every comparison with Trade Me

19 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Trade Me in New Zealand fell from 1.8M to 1.5M.
  • Across the 12 months ending September 2026, Trade Me’s share of searches among online retailers and marketplaces in New Zealand decreased from 36.3% to 34.4%.
  • Across the 12 months ending September 2026, Trade Me’s share of searches among online retailers and marketplaces in New Zealand peaked at 39.2% in August 2026 and was lowest at 28.7% in December 2025.

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 Trade Me’s branded searches counted?

8 search terms

Brandwave collects information about searches that people make online using Trade Me’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.

  • Trade Me
  • trade me auction
  • trade me auctions
  • trade me clothing
  • trade me listings
  • trade me marketplace
  • trade me search
  • trademe

How the Brand Demand Index is measured

Who owns Trade Me?

Trade Me is owned by Trade Me Limited. Brandwave also tracks Trade Me Property, Trade Me Insurance and Trade Me Jobs, owned by the same company, in New Zealand.

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

Where does Trade Me compete?

Trade Me is ranked in two 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 marketplaces1st of 1434.4%Shown above
Resale fashion platforms6th of 70.44%Show ranking
Creator with pink hair and a pink jacket

Is Trade Me your brand?

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