Pattern research reveals trust gap in Australian online shopping

In an industry-first study by global e-commerce accelerator Pattern, Australian shoppers expressed stark differences in their perceptions of different online marketplaces. Despite their rapid rise in popularity, platforms like Temu and Shein received particularly low ratings for product quality.

The comprehensive study examined consumer opinions on seven major eCommerce platforms: Amazon, eBay, Catch, Kogan, Temu, MyDeal and Shein. It received the lowest acceptance rating, with only 7% of Australian customers expressing confidence in the quality of the product. Shein did slightly better, but still only 8% of participants confirmed the quality of their products. In turn, Amazon has achieved the leading position, with 58% of buyers trusting the quality of goods available on its website.

“Temu and Shein have made significant inroads into the Australian eCommerce market, particularly among younger consumers. However, they face significant challenges in improving perceptions of product quality, returns and convenience,” noted Merline McGregor, CEO of Pattern Australia. Data shows that Amazon’s comprehensive and transparent ratings and reviews system helps strengthen its leadership in consumer trust.

Cost of living pressures are driving an increasing number of Australians to turn to online marketplaces to meet their shopping needs. The study found that 94% of Australians planned to shop on platforms such as Amazon, Catch and eBay in 2024. Shopping events, improved price comparisons and convenience were key factors behind this growing trend, especially as Amazon’s Prime Day became a prominent attraction in the Australian calendar.

High-income households are also driving market growth. The study found that more than 80% of households earning more than $200,000 shop on Amazon, while 34% of consumers in the $160,000 to $199,000 range shopped at Shein in the past year.

Convenience appears to be a key factor for Australian shoppers, with 56% considering Amazon the most user-friendly platform. eBay came in second with 46% and Catch with 23%. These results indicate that Amazon Prime membership, free and fast shipping, and advanced algorithms that tailor the shopping experience are significant advantages. When it comes to returns, 49% of shoppers rated Amazon’s process as the most reliable, significantly outperforming other marketplaces.

A wide range of products is another area where Amazon excels. About 60% of Australian shoppers believe Amazon offers the widest range of products, followed by eBay at 52%. Other platforms, including Catch (20%), Temu (17%), Kogan (14%), Shein (11%), and MyDeal (8%), lag significantly behind in this area. This scope also translates into greater site traffic, with Amazon averaging 75.2 million visits per month compared to 50.9 million for eBay.

McGregor stressed the importance of brands being present on larger platforms to reach a wider audience. “Larger markets, while competitive, provide brands with the largest pool of potential customers. It is important for brands to be present on platforms with a wide range of products to attract more online traffic,” she concluded.