--- title: "Online retailers and marketplaces in New Zealand: Which brands are most popular in search?" description: "Compare online marketplaces and online retailers selling to New Zealand shoppers, using branded searches made in New Zealand. Share of Search among Trade Me, Temu, AliExpress, Shein, Amazon, Mighty Ape, eBay and Kogan, the online retailers and marketplaces Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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." canonical: "https://gobrandwave.com/demand/nz/categories/nz-online-retailers-and-marketplaces" publisher: "Brandwave" --- # Online retailers and marketplaces in New Zealand: Which brands are most popular in search? Compare online marketplaces and online retailers selling to New Zealand shoppers, using branded searches made in New Zealand. Share of Search among Trade Me, Temu, AliExpress, Shein, Amazon, Mighty Ape, eBay and Kogan, the online retailers and marketplaces Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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. ## Key facts - **Competitive set**: online retailers and marketplaces - **Market**: New Zealand - **Brands compared**: 8 - **Month measured**: Aug 2026 - **Highest Share of Search**: Trade Me, 56.7% ## 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. - 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. ## Compare search popularity between leading brands - [Trade Me vs Temu: compare search popularity](/demand/nz/compare/temu-vs-trade-me): 56.7% against 10.9% Share of Search. - [Trade Me vs AliExpress: compare search popularity](/demand/nz/compare/aliexpress-vs-trade-me): 56.7% against 8.6% Share of Search. - [Trade Me vs Shein: compare search popularity](/demand/nz/compare/shein-vs-trade-me): 56.7% against 8.4% Share of Search. - [Trade Me vs Amazon: compare search popularity](/demand/nz/compare/amazon-vs-trade-me): 56.7% against 7.4% Share of Search. - [Temu vs AliExpress: compare search popularity](/demand/nz/compare/aliexpress-vs-temu): 10.9% against 8.6% Share of Search. - [Temu vs Shein: compare search popularity](/demand/nz/compare/shein-vs-temu): 10.9% against 8.4% Share of Search. - [Temu vs Amazon: compare search popularity](/demand/nz/compare/amazon-vs-temu): 10.9% against 7.4% Share of Search. - [AliExpress vs Shein: compare search popularity](/demand/nz/compare/aliexpress-vs-shein): 8.6% against 8.4% Share of Search. - [AliExpress vs Amazon: compare search popularity](/demand/nz/compare/aliexpress-vs-amazon): 8.6% against 7.4% Share of Search. - [Shein vs Amazon: compare search popularity](/demand/nz/compare/amazon-vs-shein): 8.4% against 7.4% Share of Search. ## How did search popularity change for New Zealand online retailers and marketplaces in August 2026? - In August 2026, Trade Me gained estimated Share of Search among online retailers and marketplaces in New Zealand, from 53.3% to 56.7%. - In August 2026, AliExpress lost estimated Share of Search among online retailers and marketplaces in New Zealand, from 9.9% to 8.6%. - In August 2026, Amazon lost estimated Share of Search among online retailers and marketplaces in New Zealand, from 8.5% to 7.4%. - In August 2026, Mighty Ape lost estimated Share of Search among online retailers and marketplaces in New Zealand, from 4.6% to 4%. - Estimated monthly branded searches for Temu in New Zealand fell 24.5% over 11 measured months, from 505K to 381K in August 2026. - Estimated monthly branded searches for Shein in New Zealand fell 11.4% over 11 measured months, from 329K to 292K in August 2026. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Trade Me | 56.7% | 2M | +22.6% | Trade Me Limited | | 2 | Temu | 10.9% | 381K | +17.4% | Temu | | 3 | AliExpress | 8.6% | 298K | +0.0% | Alibaba Group | | 4 | Shein | 8.4% | 292K | +13.7% | Shein | | 5 | Amazon | 7.4% | 257K | +0.3% | Amazon | | 6 | Mighty Ape | 4% | 140K | +0.1% | Kogan.com | | 7 | eBay | 3.6% | 125K | +1.8% | eBay | | 8 | Kogan | 0.42% | 14.6K | +14.1% | Kogan.com | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Trade Me | 2M | 53.6% | 1 | | Oct 2025 | Temu | 505K | 13.5% | 2 | | Oct 2025 | Shein | 329K | 8.8% | 3 | | Oct 2025 | AliExpress | 298K | 8% | 4 | | Oct 2025 | Amazon | 287K | 7.7% | 5 | | Oct 2025 | Mighty Ape | 171K | 4.6% | 6 | | Oct 2025 | eBay | 127K | 3.4% | 7 | | Oct 2025 | Kogan | 13.6K | 0.36% | 8 | | Nov 2025 | Trade Me | 2M | 52.3% | 1 | | Nov 2025 | Temu | 505K | 13.3% | 2 | | Nov 2025 | Amazon | 313K | 8.2% | 3 | | Nov 2025 | AliExpress | 304K | 8% | 4 | | Nov 2025 | Shein | 284K | 7.5% | 5 | | Nov 2025 | Mighty Ape | 264K | 7% | 6 | | Nov 2025 | eBay | 112K | 2.9% | 7 | | Nov 2025 | Kogan | 29.6K | 0.78% | 8 | | Dec 2025 | Trade Me | 1.7M | 51.6% | 1 | | Dec 2025 | Temu | 359K | 11.2% | 2 | | Dec 2025 | Mighty Ape | 310K | 9.7% | 3 | | Dec 2025 | Amazon | 280K | 8.7% | 4 | | Dec 2025 | AliExpress | 248K | 7.7% | 5 | | Dec 2025 | Shein | 221K | 6.9% | 6 | | Dec 2025 | eBay | 112K | 3.5% | 7 | | Dec 2025 | Kogan | 20.1K | 0.63% | 8 | | Jan 2026 | Trade Me | 2M | 56.3% | 1 | | Jan 2026 | Temu | 415K | 11.7% | 2 | | Jan 2026 | AliExpress | 304K | 8.6% | 3 | | Jan 2026 | Amazon | 298K | 8.4% | 4 | | Jan 2026 | Shein | 221K | 6.2% | 5 | | Jan 2026 | Mighty Ape | 171K | 4.8% | 6 | | Jan 2026 | eBay | 130K | 3.6% | 7 | | Jan 2026 | Kogan | 14.3K | 0.4% | 8 | | Feb 2026 | Trade Me | 1.6M | 54.8% | 1 | | Feb 2026 | Temu | 395K | 13.2% | 2 | | Feb 2026 | AliExpress | 248K | 8.3% | 3 | | Feb 2026 | Amazon | 243K | 8.1% | 4 | | Feb 2026 | Shein | 211K | 7% | 5 | | Feb 2026 | Mighty Ape | 141K | 4.7% | 6 | | Feb 2026 | eBay | 106K | 3.5% | 7 | | Feb 2026 | Kogan | 11.6K | 0.39% | 8 | | Mar 2026 | Trade Me | 2M | 57.2% | 1 | | Mar 2026 | Temu | 396K | 11.5% | 2 | | Mar 2026 | AliExpress | 298K | 8.7% | 3 | | Mar 2026 | Shein | 256K | 7.4% | 4 | | Mar 2026 | Amazon | 245K | 7.1% | 5 | | Mar 2026 | Mighty Ape | 140K | 4.1% | 6 | | Mar 2026 | eBay | 124K | 3.6% | 7 | | Mar 2026 | Kogan | 14K | 0.41% | 8 | | Apr 2026 | Trade Me | 1.6M | 52.7% | 1 | | Apr 2026 | Temu | 397K | 12.7% | 2 | | Apr 2026 | AliExpress | 298K | 9.6% | 3 | | Apr 2026 | Shein | 257K | 8.2% | 4 | | Apr 2026 | Amazon | 244K | 7.8% | 5 | | Apr 2026 | Mighty Ape | 140K | 4.5% | 6 | | Apr 2026 | eBay | 127K | 4.1% | 7 | | Apr 2026 | Kogan | 11.7K | 0.38% | 8 | | May 2026 | Trade Me | 2M | 57.3% | 1 | | May 2026 | Temu | 397K | 11.5% | 2 | | May 2026 | AliExpress | 298K | 8.7% | 3 | | May 2026 | Shein | 257K | 7.5% | 4 | | May 2026 | Amazon | 245K | 7.1% | 5 | | May 2026 | Mighty Ape | 140K | 4.1% | 6 | | May 2026 | eBay | 123K | 3.6% | 7 | | May 2026 | Kogan | 11.3K | 0.33% | 8 | | Jun 2026 | Trade Me | 1.6M | 51.7% | 1 | | Jun 2026 | Temu | 383K | 12.2% | 2 | | Jun 2026 | Shein | 302K | 9.6% | 3 | | Jun 2026 | AliExpress | 298K | 9.5% | 4 | | Jun 2026 | Amazon | 255K | 8.1% | 5 | | Jun 2026 | Mighty Ape | 140K | 4.5% | 6 | | Jun 2026 | eBay | 123K | 3.9% | 7 | | Jun 2026 | Kogan | 12.2K | 0.39% | 8 | | Jul 2026 | Trade Me | 1.6M | 53.3% | 1 | | Jul 2026 | Temu | 324K | 10.7% | 2 | | Jul 2026 | AliExpress | 298K | 9.9% | 3 | | Jul 2026 | Shein | 257K | 8.5% | 4 | | Jul 2026 | Amazon | 256K | 8.5% | 5 | | Jul 2026 | Mighty Ape | 140K | 4.6% | 6 | | Jul 2026 | eBay | 123K | 4.1% | 7 | | Jul 2026 | Kogan | 12.8K | 0.42% | 8 | | Aug 2026 | Trade Me | 2M | 56.7% | 1 | | Aug 2026 | Temu | 381K | 10.9% | 2 | | Aug 2026 | AliExpress | 298K | 8.6% | 3 | | Aug 2026 | Shein | 292K | 8.4% | 4 | | Aug 2026 | Amazon | 257K | 7.4% | 5 | | Aug 2026 | Mighty Ape | 140K | 4% | 6 | | Aug 2026 | eBay | 125K | 3.6% | 7 | | Aug 2026 | Kogan | 14.6K | 0.42% | 8 | | Sep 2026 | AliExpress | — | — | — | | Sep 2026 | Amazon | — | — | — | | Sep 2026 | eBay | — | — | — | | Sep 2026 | Kogan | — | — | — | | Sep 2026 | Mighty Ape | — | — | — | | Sep 2026 | Shein | — | — | — | | Sep 2026 | Temu | — | — | — | | Sep 2026 | Trade Me | — | — | — | ## What is being compared - **AliExpress**: Measured on the search terms “ali express”, “ali express com”, “ali express nz”, “AliExpress”, “aliexpress com”, “aliexpress english”, “aliexpress lego”, “aliexpress new zealand”, “aliexpress nz”, “aliexpress online shopping” and “aliexpress shopping”, summed into one figure. - **Amazon**: Measured on the search terms “Amazon”, “amazon au”, “amazon australia”, “amazon australia nz”, “amazon com”, “amazon com au”, “amazon global”, “amazon in nz”, “amazon new zealand”, “amazon nz”, “amazon nz shop”, “amazon nz site”, “amazon nz store”, “amazon online shopping”, “amazon shipping to nz”, “amazon shopping”, “amazon to nz” and “amazon us”, summed into one figure. - **eBay**: Measured on the search terms “eBay”, “ebay au”, “ebay australia”, “ebay com”, “ebay com au”, “ebay new zealand”, “ebay nz”, “ebay uk” and “ebay us”, summed into one figure. - **Kogan**: Measured on the search terms “Kogan”, “kogan australia”, “kogan co nz”, “kogan com”, “kogan deals”, “kogan dehumidifier”, “kogan new zealand”, “kogan nz”, “kogan tv”, “kogan tv's” and “kogan tvs”, summed into one figure. - **Mighty Ape**: Measured on the search terms “contact mighty ape”, “Mighty Ape”, “mighty ape address”, “mighty ape after pay”, “mighty ape app”, “mighty ape au”, “mighty ape auckland”, “mighty ape books”, “mighty ape christchurch”, “mighty ape co nz”, “mighty ape contact”, “mighty ape games”, “mighty ape hours”, “mighty ape jellycat”, “mighty ape lego”, “mighty ape mobile”, “mighty ape near me”, “mighty ape new zealand”, “mighty ape nz”, “mighty ape nz store”, “mighty ape online”, “mighty ape online shopping”, “mighty ape opening hours”, “mighty ape phones”, “mighty ape pokemon”, “mighty ape ps5”, “mighty ape sale”, “mighty ape shop”, “mighty ape silverdale”, “mighty ape store”, “mighty ape stores”, “mighty ape toys”, “mighty ape wellington”, “mightyapenz”, “ps5 mighty ape” and “the mighty ape”, summed into one figure. - **Shein**: Measured on the search terms “dresses at shein”, “nz shein com”, “Shein”, “shein app”, “shein apparel”, “shein australia”, “shein bikini”, “shein clothing”, “shein com”, “shein curve”, “shein dres”, “shein dresses”, “shein dresses for women”, “shein near me”, “shein new zealand”, “shein nz”, “shein on”, “shein on line”, “shein online”, “shein online shopping”, “shein orders”, “shein phone cases”, “shein plus size”, “shein shipping nz”, “shein shoe”, “shein swim wear”, “shein swimwear”, “shein tops”, “shein website”, “shein wedding dresses”, “shein+”, “sheincom” and “sheinkids”, summed into one figure. - **Temu**: Measured on the search terms “Temu”, “temu australia”, “temu clothes”, “temu clothing”, “temu com”, “temu legos”, “temu new zealand”, “temu nz”, “temu nz online shopping”, “temu online”, “temu online shopping”, “temu online shopping nz”, “temu sale”, “temu shoes”, “temu shopping”, “temu shopping online”, “temu shopping website”, “temu store”, “temu web”, “temu website”, “temu women clothing”, “temu women's clothes”, “temu women's clothing”, “temu womens clothes”, “temu womens clothing”, “temushoes”, “www temu” and “www temu com”, summed into one figure. - **Trade Me**: Measured on the search terms “Trade Me”, “trade me auction”, “trade me auctions”, “trade me co nz”, “trade me listings”, “trade me marketplace”, “trade me new zealand”, “trade me nz”, “trade me search”, “trade me zealand”, “trademe”, “trademe co nz”, “trademe nz” and “www trade me”, summed into one figure. - [AliExpress](/demand/nz/brands/aliexpress) - [Amazon](/demand/nz/brands/amazon) - [eBay](/demand/nz/brands/ebay) - [Kogan](/demand/nz/brands/kogan) - [Mighty Ape](/demand/nz/brands/mighty-ape) - [Shein](/demand/nz/brands/shein) - [Temu](/demand/nz/brands/temu) - [Trade Me](/demand/nz/brands/trade-me) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### 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. ## Cite this page Brandwave. "Online retailers and marketplaces in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-online-retailers-and-marketplaces This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-online-retailers-and-marketplaces. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.