Brandwave

Kmart NZ vs The Warehouse:Which is more popular in New Zealand?

In September 2026, Kmart NZ had more branded searches than The Warehouse among online retailers and marketplaces in New Zealand. Kmart NZ had about 1.1 million branded searches, while The Warehouse had 301,000. Kmart NZ made up 25% of all online retailers and marketplace searches we track, and The Warehouse accounted for 6.9%. When we asked ChatGPT and Google AI Overviews about online retailers and marketplaces, Kmart NZ and The Warehouse each appeared in four of the five answers. The Warehouse was mentioned before Kmart NZ in every answer that named either.

Among online retailers and marketplaces in New Zealand in September 2026

Who do people search for more?

Kmart NZ, about 4 searches for every 1 for The Warehouse

Kmart NZ 1.1M searchesThe Warehouse 301K searches

Who does AI mention more?

Both were mentioned in 4 of 5 answers.

Kmart NZ in 4 of 5The Warehouse in 4 of 5

Who does AI recommend more?

The Warehouse, named ahead of Kmart NZ in 4 of 4 answers

The Warehouse first in 4Kmart NZ never first

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Top online retailers and marketplaces in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Kmart NZ and The Warehouse were each mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. The Warehouse was listed before Kmart NZ in every answer that named either.

Most recommended by AI

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

  1. The Warehouse1st
  2. Kmart NZ2nd

Mentioned by AI

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

  • 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

See every answer about online retailers and marketplaces

5 answers

  • Asked ChatGPT

    “Which online shopping site should I shop at in New Zealand?”

    1. 1The Warehouse
    2. 5Kmart NZ

  • Asked ChatGPT

    “What are the best online shopping sites in New Zealand?”

    1. 2The Warehouse
    2. 4Kmart NZ

  • Asked ChatGPT

    “What's the best online shopping site in New Zealand for affordable everyday shopping?”

    1. 1The Warehouse
    2. 2Kmart NZ

  • Searched Google, AI Overview

    “online shopping sites nz”

    1. 1The Warehouse
    2. 2Kmart NZ

  • Searched Google, AI Overview

    “cheap clothes online nz”

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

    Is Kmart NZ or The Warehouse more popular in search?

    This chart shows how often people search Google for Kmart NZ and The Warehouse by name. Each line represents a brand's share of searches for all 14 online retailers and marketplaces we track, month by month, from searches in New Zealand.

    Kmart NZ and The Warehouse among online retailers and marketplaces in New Zealand, by month

    Share of searches by month for Kmart NZ, The Warehouse. The figures are in the table below the chart.

    View monthly share of searches table
    MonthKmart NZThe Warehouse
    Nov 202525.6%8%
    Dec 202528.9%10.5%
    Jan 202624.6%9%
    Feb 202624.2%8.8%
    Mar 202624.4%7.7%
    Apr 202627.5%8.1%
    May 202622.5%7.8%
    Jun 202624.9%6.9%
    Jul 202625.7%7.1%
    Aug 202623.2%6.4%
    Sep 202625%6.9%
    Oct 2026——

    How has branded search for Kmart NZ and The Warehouse changed in New Zealand over the last 12 months?

    3 findings

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

    2 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. Estimated monthly branded searches for The Warehouse in New Zealand fell 33.1% over 11 measured months, from 450K to 301K in September 2026.

    How are Kmart NZ’s and The Warehouse’s branded searches counted?

    24 search terms

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

    Kmart NZ

    23 branded search terms

    • air fryer kmart
    • bicycle kmart nz
    • hastings kmart
    • Kmart
    • kmart albany nz
    • kmart bayfair
    • kmart botany
    • kmart co nz
    • kmart dresses
    • kmart fan
    • kmart manukau
    • kmart nz
    • kmart nz chairs
    • kmart nz dunedin
    • kmart petone
    • kmart rotorua nz
    • kmart st lukes
    • kmart sylvia park
    • kmart te rapa
    • kmartnz
    • richmond kmart
    • shoes rack kmart
    • sylvia park kmart

    The Warehouse

    1 branded search term

    • The Warehouse

    How the Brand Demand Index is measured

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