Brandwave

Online retailers and marketplaces in New Zealand:Which brands are most popular in search?

In August 2026, Trade Me was the most searched among online retailers and marketplaces in New Zealand, with an estimated 2M branded searches and 56.7% estimated Share of Search within this set.

Share of Search, August 2026
  1. Trade Me56.7%
  2. Temu10.9%
  3. AliExpress8.6%
  4. Shein8.4%
  5. Amazon7.4%
  6. Mighty Ape4%
  7. eBay3.6%
  8. Kogan0.42%

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Share of SearchLeaderboard

Compare online marketplaces and online retailers selling to New Zealand shoppers, using branded searches made in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among online retailers and marketplaces in New Zealand, by month

Share of Search by month for Trade Me, Temu, AliExpress, Shein, Amazon, Mighty Ape, eBay. The figures are in the table below the chart.

View monthly share of search table
MonthTrade MeTemuAliExpressSheinAmazonMighty ApeeBayKogan
Oct 202553.6%13.5%8%8.8%7.7%4.6%3.4%0.36%
Nov 202552.3%13.3%8%7.5%8.2%7%2.9%0.78%
Dec 202551.6%11.2%7.7%6.9%8.7%9.7%3.5%0.63%
Jan 202656.3%11.7%8.6%6.2%8.4%4.8%3.6%0.4%
Feb 202654.8%13.2%8.3%7%8.1%4.7%3.5%0.39%
Mar 202657.2%11.5%8.7%7.4%7.1%4.1%3.6%0.41%
Apr 202652.7%12.7%9.6%8.2%7.8%4.5%4.1%0.38%
May 202657.3%11.5%8.7%7.5%7.1%4.1%3.6%0.33%
Jun 202651.7%12.2%9.5%9.6%8.1%4.5%3.9%0.39%
Jul 202653.3%10.7%9.9%8.5%8.5%4.6%4.1%0.42%
Aug 202656.7%10.9%8.6%8.4%7.4%4%3.6%0.42%
Sep 2026————————

This month’s ranking, August 2026

  1. 1.Trade Me

    56.7%

    held 1st · 2M estimated branded searches · +22.6% vs prior month · +3.4 points

  2. 2.Temu

    10.9%

    held 2nd · 381K estimated branded searches · +17.4% vs prior month · +0.2 points

  3. 3.AliExpress

    8.6%

    held 3rd · 298K estimated branded searches · +0.02% vs prior month · -1.3 points

  4. 4.Shein

    8.4%

    held 4th · 292K estimated branded searches · +13.7% vs prior month · -0.1 points

  5. 5.Amazon

    7.4%

    held 5th · 257K estimated branded searches · +0.32% vs prior month · -1.1 points

  6. 6.Mighty Ape

    4%

    held 6th · 140K estimated branded searches · +0.09% vs prior month · -0.6 points

  7. 7.eBay

    3.6%

    held 7th · 125K estimated branded searches · +1.8% vs prior month · -0.5 points

  8. 8.Kogan

    0.42%

    held 8th · 14.6K estimated branded searches · +14.1% vs prior month · 0 points

Compare search popularity between leading brands

Which brand is most popular in search among online retailers and marketplaces in New Zealand?

In August 2026, Trade Me was the most searched among online retailers and marketplaces in New Zealand, with an estimated 2M branded searches and 56.7% estimated Share of Search within this set. Temu is in 2nd place, 45.7 percentage points behind at 10.9% Share of Search.

New Zealand online retailers and marketplaces, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Trade Me53.6% → 56.7%57.3%May 202651.6%Dec 20251st
Temu13.5% → 10.9%13.5%Oct 202510.7%Jul 20262nd
AliExpress8% → 8.6%9.9%Jul 20267.7%Dec 20254th → 3rd
Shein8.8% → 8.4%9.6%Jun 20266.2%Jan 20263rd → 4th
Amazon7.7% → 7.4%8.7%Dec 20257.1%Mar 20265th
Mighty Ape4.6% → 4%9.7%Dec 20254%Aug 20266th
eBay3.4% → 3.6%4.1%Apr 20262.9%Nov 20257th
Kogan0.36% → 0.42%0.78%Nov 20250.33%May 20268th

Each finding as a sentence

  • Across the 11 months ending August 2026, Trade Me’s estimated Share of Search among online retailers and marketplaces in New Zealand increased from 53.6% to 56.7%.
  • Across the 11 months ending August 2026, Temu’s estimated Share of Search among online retailers and marketplaces in New Zealand decreased from 13.5% to 10.9%.
  • Across the 11 months ending August 2026, AliExpress’ estimated Share of Search among online retailers and marketplaces in New Zealand increased from 8% to 8.6%.
  • Across the 11 months ending August 2026, Mighty Ape’s estimated Share of Search among online retailers and marketplaces in New Zealand decreased from 4.6% to 4%.
  • Across the 11 months ending August 2026, Trade Me’s estimated Share of Search among online retailers and marketplaces in New Zealand peaked at 57.3% in May 2026 and was lowest at 51.6% in December 2025.
  • Across the 11 months ending August 2026, Temu’s estimated Share of Search among online retailers and marketplaces in New Zealand peaked at 13.5% in October 2025 and was lowest at 10.7% in July 2026.
  • Across the 11 months ending August 2026, AliExpress’ estimated Share of Search among online retailers and marketplaces in New Zealand peaked at 9.9% in July 2026 and was lowest at 7.7% in December 2025.
  • Across the 11 months ending August 2026, Shein’s estimated Share of Search among online retailers and marketplaces in New Zealand peaked at 9.6% in June 2026 and was lowest at 6.2% in January 2026.
  • Across the 11 months ending August 2026, Amazon’s estimated Share of Search among online retailers and marketplaces in New Zealand peaked at 8.7% in December 2025 and was lowest at 7.1% in March 2026.
  • Across the 11 months ending August 2026, Mighty Ape’s estimated Share of Search among online retailers and marketplaces in New Zealand peaked at 9.7% in December 2025 and was lowest at 4% in August 2026.
  • Across the 11 months ending August 2026, eBay’s estimated Share of Search among online retailers and marketplaces in New Zealand peaked at 4.1% in April 2026 and was lowest at 2.9% in November 2025.
  • Across the 11 months ending August 2026, AliExpress rose from 4th to 3rd among online retailers and marketplaces in New Zealand.
  • Across the 11 months ending August 2026, Shein fell from 3rd to 4th among online retailers and marketplaces in New Zealand.
  • Across the 11 months ending August 2026, Amazon, eBay and Kogan held steady: their estimated Share of Search among online retailers and marketplaces in New Zealand each moved less than 0.5 percentage points.

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

  1. In August 2026, Trade Me gained estimated Share of Search among online retailers and marketplaces in New Zealand, from 53.3% to 56.7%.

  2. In August 2026, AliExpress lost estimated Share of Search among online retailers and marketplaces in New Zealand, from 9.9% to 8.6%.

  3. In August 2026, Amazon lost estimated Share of Search among online retailers and marketplaces in New Zealand, from 8.5% to 7.4%.

  4. In August 2026, Mighty Ape lost estimated Share of Search among online retailers and marketplaces in New Zealand, from 4.6% to 4%.

  5. Estimated monthly branded searches for Temu in New Zealand fell 24.5% over 11 measured months, from 505K to 381K in August 2026.

  6. Estimated monthly branded searches for Shein in New Zealand fell 11.4% over 11 measured months, from 329K to 292K in August 2026.

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