The top Australian marketplaces to sell on in 2026

Your ecommerce business is blooming — congratulations! Now that you’ve nailed operations at home, it’s only natural that you’ll be eyeing an international expansion. And you’re not alone. 

Australia offers huge potential for ecommerce retailers who are looking to expand abroad. With tech-savvy consumers and significant purchasing power — and the added benefits of English language among others — Australia could be the perfect next location for your growing ecommerce business. 

However, understanding the quirks and nuances of Australian marketplaces is vital before you take the plunge. That’s exactly what this article covers. 

Let’s dive in… down under!

Background to Australian ecommerce 

Australia’s ecommerce market is booming — with online spending up a staggering 9.2% year-on-year — driven by an increasing number of consumers opting for the convenience of online shopping, among other factors. This trend is supported by strong digital infrastructure and a high degree of digital literacy among consumers.

Ecommerce spending in Australia is expected to reach US$42.04 billion in 2025, while user penetration is expected to rise to around 84.4% by 2029.

It’s no surprise that ecommerce marketplaces are capitalizing on this explosive growth — with dominant players and niche marketplaces alike expanding their appeal to Australian consumers. For retailers, choosing the right digital channels for expansion in Australia is key — and our latest research shows that ecommerce retailers now sell on an average of 4.31 marketplaces, with over 70% operating across 2 to 5 platforms.

Why should you sell in Australia? 

It’s clear that Australia represents a compelling opportunity for ecommerce businesses expanding abroad. Its strong economic fundamentals, high internet penetration and a culture that embraces technological innovation make it an attractive market for online sellers. 

Here are seven reasons why venturing into Australian marketplaces can be a beneficial move for your business:

1. High consumer spending power

Australia boasts one of the highest per capita incomes in the world, which translates into greater consumer spending power. Australian consumers are known for valuing quality products and are willing to pay a premium for items that meet their standards. This creates a favorable environment for retailers who offer distinctive, high-quality goods that might command higher prices.

2. Strong — and growing — ecommerce adoption

The adoption of ecommerce has been rapidly accelerating in Australia. With 96.2% of the population using the internet, a significant portion of shopping is done online. The convenience of online shopping, coupled with widespread use of mobile devices for purchases, means that ecommerce is not just an alternative but often the preferred method of shopping for many Australians.

3. English-speaking market

For many international businesses, Australia is an appealing market due to the lack of a language barrier. Operating in an English-speaking country reduces the complexities related to translation, customer service and marketing, making business operations smoother and more efficient.

4. Close proximity to Asian markets

Australia’s geographic proximity to fast-growing Asian markets offers strategic advantages to retailers looking to expand their presence in the Asia-Pacific region. By establishing a base in Australia, companies can not only cater to the domestic market but also explore cross-border trading opportunities more feasibly.

5. Favorable business environment

Australia is renowned for its robust regulatory framework, which promotes fair trading and consumer protection. This environment fosters trust among consumers, who feel more confident in their online purchases. Additionally, Australia’s legal and logistical infrastructure supports efficient ecommerce operations, from streamlined shipping and fulfillment options to well-defined cyber laws that protect online businesses.

6. Year-round shopping season

Unlike markets that are heavily influenced by seasonal peaks, Australia’s consumer behavior remains relatively stable throughout the year. This provides a steady flow of demand and allows retailers to plan their inventory and promotions without the extreme fluctuations seen in other regions.

7. Early adopters of new trends

Australian consumers are often early adopters of new technologies and trends. This openness to innovation can be leveraged by retailers introducing new products or technologies, providing a receptive audience for market testing before a wider global rollout.

What are the top Australian marketplaces to sell on?

Now that you’re sold on Australia as a market for your international expansion, let’s consider the next vital question: where should you sell? Australia’s ecommerce market is diverse and well-established, so there are plenty of great options to consider. Let’s dive into some of the top choices: 

1. eBay Australia

Overview and market position

Like elsewhere in the world, eBay Australia is a major player in the Australian marketplaces landscape, pioneering ecommerce in the country. Since its inception, it has continually adapted to shifting consumer preferences and technological advancements, solidifying its position as a prominent platform for buying and selling goods.

Benefits for retailers

eBay Australia’s primary strengths include: 

• Expansive and diverse customer base — Comprising millions of active users actively seeking a wide array of products, eBay provides retailers with ample opportunities to connect with potential buyers in Australia.
• APAC reach — eBay Australia’s international reach extends the potential for retailers to tap into the APAC market. It facilitates access to customers across a broad range of countries.

How to get started on eBay in Australia

Starting your selling journey on eBay Australia is a straightforward process. It only requires a few essential steps to set up a seller account and commence operations:

1. Create an eBay account, providing necessary information and verifying their identity. 
2. Set up payment methods for transaction processing, ensuring seamless and secure financial transactions between buyers and retailers. 
3. Familiarize yourself with eBay Australia’s selling policies and fee structure, which is essential for navigating the platform effectively and understanding the costs associated with selling goods. 
4. Create your listings and get selling! 

Related: eBay worldwide: a complete list of international eBay sites

2. Amazon Australia

Overview and market position

Amazon Australia has experienced rapid growth since launching in 2017, expanding its presence across the country’s ecommerce landscape. With its global reputation and robust logistical capabilities, the platform presents significant growth opportunities in Australian marketplaces.

Benefits of Amazon Australia for retailers

The advantages of selling on Amazon Australia include:

• Higher-spending customers: Access to the platform’s Prime customers, known for their propensity for higher spending.
• Fulfillment services: Amazon Australia also provides fulfillment services, including the option for retailers to utilize Amazon’s renowned fulfillment centers. This service can alleviate the logistical challenges typically associated with order processing and shipping.

How to get started on Amazon Australia

Becoming a seller on Amazon Australia involves several essential steps to establish a presence on the platform and start selling products: 

1. Register for a seller account, providing necessary information and completing the verification process. 
2. Choose a fulfillment strategy that best suits their business model, whether opting for fulfillment by Amazon (FBA) or handling fulfillment independently (fulfilled by the seller). 
3. List your products on the platform, optimizing product listings to maximize visibility and sales potential. 

Related: Selling on Amazon Worldwide? A guide to international sites

3. Gumtree

Overview and market position

Gumtree has garnered widespread recognition in Australia as a leading classifieds-style selling platform. It offers a unique marketplace catering to a diverse array of products. From second-hand items to new merchandise from local businesses, Gumtree provides a platform for individuals and businesses alike to buy and sell goods.

Benefits of Gumtree for retailers

Retailers on Gumtree enjoy several advantages, including: 

• Cost-efficiency: Gumtree offers free listings, eliminating upfront costs associated with listing products and enabling you to maximize profitability. 
• Localized customer base: Benefit from access to a local customer base, enabling location-specific selling and fostering a sense of trust and familiarity.
• Range of product categories: Gumtree’s broad category range also encompasses various product segments, providing retailers with ample opportunities to showcase their offerings across diverse market segments.

How to get started on Gumtree in Australia

Getting started on Gumtree in Australia is a straightforward process. It only requires retailers to follow a few essential steps to list their products effectively:

1. Set up an account on the Gumtree platform, providing necessary information and verifying their identity. 
2. Select the appropriate categories for their products to ensure that listings are visible to the relevant audience. 
3. Create detailed product descriptions and using high-quality photos — these are essential for attracting local buyers and maximizing sales potential. 

4. Temu

Overview and market position
Temu has rapidly become one of the fastest-growing marketplaces in Australia, driven by aggressive pricing, a vast product catalog, and heavy consumer marketing. According to recent Roy Morgan research, Temu continues to increase in popularity across Australian demographics, becoming a go-to platform for bargain-focused shoppers.

Benefits of Temu for retailers

• Massive consumer reach: Temu attracts a high volume of traffic and growing repeat-purchase behavior.
• Price-sensitive audience: Its user base actively seeks low-cost goods, creating opportunities for retailers with competitive pricing strategies.
• Fast-growing category demand: Fashion, home goods, and general merchandise perform particularly well.

How to get started on Temu

1. Apply to become a Temu seller through the platform’s onboarding form.
2. Upload product listings following Temu’s data and quality guidelines.
3. Sync inventory and fulfillment workflows based on Temu’s requirements.

5. Shein

Overview and market position
Shein has evolved from a fast-fashion giant into a diversified global marketplace, and Australia is one of its strongest growth regions. Roy Morgan reports rapid market share gains for Shein, with Australian consumers adopting the platform for both fashion and an increasing range of general merchandise.

Benefits of Shein for retailers

• Highly engaged fashion-first audience: Ideal for apparel, accessories, beauty, and lifestyle categories.
• Strong brand awareness: Shein’s visibility and marketing machine drive consistent organic traffic to seller listings.
• Expanding marketplace model: Sellers benefit from Shein’s shift from purely D2C to a broader marketplace ecosystem.

How to get started on Shein

• Submit an application to join the Shein Marketplace program.
• Provide product data, imagery, and listing details for onboarding approval.
• Integrate inventory and order management systems to begin selling.

Let Linnworks support your Australian expansion 

Entering Australian marketplaces requires thoughtful consideration of which platforms best meet a seller’s strategic needs. By leveraging the unique strengths of these diverse marketplaces, retailers can maximize their reach and profitability in this vibrant and growing market. 

With our powerful integrations and extensive partner network, as well as the full force of our software helping you centralize, optimize and accelerate your ecommerce operations, Linnworks is ready to help your business expand into Australia and beyond! 

Are you ready to take the next step for your ecommerce business? Book a free demo today and find out just how strong we’ll be together.