Kogan vs Onceit:Which is more popular?
In September 2026, Onceit had more branded searches than Kogan among online retailers and marketplaces in New Zealand. Onceit had about 40,500 branded searches, while Kogan had 11,000. Onceit made up 0.93% of all online retailers and marketplace searches we track, and Kogan accounted for 0.25%. When we asked ChatGPT and Google AI Overviews about online retailers and marketplaces, Onceit appeared in two of the five answers and Kogan in none.
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Top online retailers and marketplaces in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Onceit was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Kogan did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
The Warehouse1st
Trade Me2nd
Kmart NZ3rd
Noel Leeming4th
Mighty Ape4th
Onceit6th
The Iconic7th
Postie8th
Amazon9th- +4 more
Kogan–
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
- Kogan0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 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?”
Asked ChatGPT
“What are the best online shopping sites in New Zealand?”
Asked ChatGPT
“What's the best online shopping site in New Zealand for affordable everyday shopping?”
Searched Google, AI Overview
“online shopping sites nz”
Searched Google, AI Overview
“cheap clothes online nz”
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.
Is Kogan or Onceit more popular in search?
This chart shows how often people search Google for Kogan and Onceit 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.
Share of searches by month for Onceit, Kogan. The figures are in the table below the chart.
View monthly share of searches table
| Month | Trade Me | Kmart NZ | The Warehouse | Temu | Noel Leeming | Shein | Amazon | AliExpress | Mighty Ape | eBay | Postie | Onceit | The Iconic | Kogan |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 36.3% | 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 2025 | 32.8% | 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 2025 | 28.7% | 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 2026 | 36.8% | 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 2026 | 35.8% | 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 2026 | 38.4% | 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 2026 | 33% | 27.5% | 8.2% | 6.6% | 6% | 4.5% | 3% | 3% | 2.5% | 2% | 2.4% | 0.72% | 0.5% | 0.19% |
| May 2026 | 39.1% | 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 2026 | 34.6% | 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 2026 | 35.3% | 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 2026 | 39.2% | 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 2026 | 34.4% | 25% | 7% | 6.9% | 6.2% | 5.7% | 3.1% | 3.1% | 2.6% | 2.1% | 2.1% | 0.93% | 0.64% | 0.25% |
How has the Kogan and Onceit comparison changed over the last 12 months?
3 findings
- Onceit was ahead of Kogan in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Kogan’s share of searches among online retailers and marketplaces in New Zealand moved from 0.21% to 0.25%, and its estimated monthly branded searches moved from 10.4K to 11K.
- Across the 12 months ending September 2026, Onceit’s share of searches among online retailers and marketplaces in New Zealand moved from 0.8% to 0.93%, and its estimated monthly branded searches held steady at 40.5K.
How did search popularity change for New Zealand online retailers and marketplaces in September 2026?
0 changes
Neither Kogan nor Onceit moved beyond provider rounding among online retailers and marketplaces in September 2026.
How are branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using Kogan’s and Onceit’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.
Other head-to-heads among online retailers and marketplaces
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