New data from Fonto reveals that for the first time since its Australian launch, Temu has overtaken eBay in total market share of pure play Online Retailers.

In October 2024, Temu’s share of spend in the category jumped to 20%, while eBay dropped to 17%, its lowest point since Fonto began recording market level data. eBay’s market share has been steadily declining from a peak of 43% at the beginning of 2022.

Amazon continues to lead the category, capturing just over half of all Online Retail spend during October, a 16% gain on their share during the same period in 2023. October marked the second consecutive month where Temu’s market penetration (10.9%) exceeded eBay’s (10.4%).

Temu’s growth has come at the cost of smaller retailers such as Kogan, Catch and The Iconic, all of which have shown steady market share decline since launch. While Amazon customers remained relatively loyal, spending 75% of their category spend with the retailer, Temu customers were still splitting almost 31% of their category spend with either Amazon or eBay during the period.