Brandwave

Trade Me, Kmart NZ and The Warehouse:Which are most popular?

In September 2026, Trade Me drew 51.8% of estimated branded searches across these three brands in New Zealand, ahead of Kmart NZ at 37.6%. When we checked with ChatGPT and Google AI Overviews, Trade Me, Kmart NZ and The Warehouse were mentioned most often, in four of the five answers. Of all 14 brands we track in online retailers and marketplaces, The Warehouse was the most recommended, Trade Me was second and Kmart NZ was third.

All three are online retailers and marketplaces in New Zealand. See all online retailers and marketplaces

Brands in this comparisonAny 10 or fewer published brands in New Zealand
  • Trade Me
  • Kmart NZ
  • The Warehouse

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Trade Me, Kmart NZ and The Warehouse in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Trade Me, Kmart NZ and The Warehouse were mentioned most often, in four of the five answers. Of all 14 brands we track in online retailers and marketplaces, The Warehouse was the most recommended, Trade Me was second and Kmart NZ was third.

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. AliExpress–
  11. +4 more

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 Iconic4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • The Warehouse4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Trade Me4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Noel Leeming3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Onceit2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Postie2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 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
  • AliExpress0 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.

How these brands compare month by month

Share of Search here is each brand's branded searches divided by the total for the brands in this comparison. Add or remove a brand and every share is worked out again.

  • Trade Me
  • Kmart NZ
  • The Warehouse
Trade Me, Kmart NZ and The Warehouse in New Zealand, by month

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

View monthly share of searches table
MonthTrade MeKmart NZThe Warehouse
Oct 202553.8%35.3%11%
Nov 202549.2%38.5%12.3%
Dec 202542%42.3%15.7%
Jan 202652.2%34.8%13%
Feb 202652%35.1%12.9%
Mar 202654.4%34.5%11.1%
Apr 202648%40.1%11.9%
May 202656.2%32.4%11.4%
Jun 202651.9%37.5%10.6%
Jul 202651.7%37.8%10.5%
Aug 202656.8%33.7%9.5%
Sep 202651.8%37.6%10.6%

  1. 1.Trade Me

    51.8%

    Held 1st. 1.5M estimated branded searches, -18% vs prior month. Share -5 points.

  2. 2.Kmart NZ

    37.6%

    Held 2nd. 1.1M estimated branded searches, +0.53% vs prior month. Share +4 points.

  3. 3.The Warehouse

    10.6%

    Held 3rd. 307K estimated branded searches, +0.07% vs prior month. Share +1.1 points.

How the Brand Demand Index is measured