Brandwave

Noel Leeming vs Trade Me:Which is more popular?

In September 2026, Trade Me had more branded searches than Noel Leeming among online retailers and marketplaces in New Zealand. Trade Me had about 1.5 million branded searches, while Noel Leeming had 271,000. Trade Me made up 34.4% of all online retailers and marketplace searches we track, and Noel Leeming accounted for 6.2%. When we asked ChatGPT and Google AI Overviews about online retailers and marketplaces, Trade Me appeared in four of the five answers and Noel Leeming in three. Trade Me was mentioned before Noel Leeming in every answer that named either.

Among online retailers and marketplaces in New Zealand in September 2026

Who do people search for more?

Trade Me, about 6 searches for every 1 for Noel Leeming

Trade Me 1.5M searchesNoel Leeming 271K searches

Who does AI mention more?

Trade Me, mentioned in 4 of 5 answers, Noel Leeming in 3

Trade Me in 4 of 5Noel Leeming in 3 of 5

Who does AI recommend more?

Trade Me, named ahead of Noel Leeming in 4 of 4 answers

Trade Me first in 4Noel Leeming 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, Trade Me was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Noel Leeming was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Trade Me was listed before Noel Leeming 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. 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.

Is Noel Leeming or Trade Me more popular in search?

This chart shows how often people search Google for Noel Leeming and Trade Me 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.

Noel Leeming and Trade Me among online retailers and marketplaces in New Zealand, by month

Share of searches by month for Trade Me, Noel Leeming. 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%

How has the Noel Leeming and Trade Me comparison changed 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, Trade Me lost share of searches among online retailers and marketplaces in New Zealand, from 39.2% to 34.4%.

  2. Estimated monthly branded searches for Noel Leeming in New Zealand fell 17.6% over 12 measured months, from 329K to 271K in September 2026.

How are branded searches counted?

19 search terms

Brandwave collects information about searches that people make online using Noel Leeming’s and Trade Me’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.

Noel Leeming

12 branded search terms

  • Noel Leeming
  • noel leeming headphones
  • noel leeming ipad
  • noel leeming lowerhutt
  • noel leeming sale
  • noel leeming westgate
  • noelleeming gore
  • noelleeming henderson
  • noelleeming hornby
  • noelleeming nelson
  • noelleeming ormiston
  • noelleeming richmond

Trade Me

7 branded search terms

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

How the Brand Demand Index is measured

Other head-to-heads among online retailers and marketplaces

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