Australian shoppers spent the last week being told they’re now deal hunters. This morning, three more numbers landed. Amazon, Temu and Shein are forecast to take 36 per cent of Australian e-commerce revenue in 2026. Amazon alone takes roughly one of every five dollars Australians spend online. And more than one in two Australians now say Amazon has raised their expectations of every other retailer. None of this is a complaint about offshore retail. It is a brief about a quiet asymmetry: the offshore funnel is fast, certain and one click away. The Australian funnel is great stores, scattered. 35,000 Aussie stores. One search. That is the point.
The Funnel Is Tilting Offshore
The headline number landed yesterday and it is the single cleanest read of where Australian e-commerce sits in mid-2026. Amazon, Temu and Shein are forecast to take a combined 36 per cent of every dollar spent online in this country in 2026, with Amazon alone accounting for roughly one in every five. The figure comes from Shippit’s 2026 State of Shipping report, written up across the wires this week by Michael West Media via AAP and republished by PerthNow. The same Shippit data shows 82.8 per cent of Australian retailers are now worried about competing with offshore marketplaces, up from 54 per cent in 2024 (see Shippit’s own commentary in Delivered, 1 June). That is a 29-point swing in 18 months. It is not a soft trend. It is the dominant story of the year for Australian retail.
The pressure cuts both ways. Shippit also pegs the average delivery cost in Australia at $11.30 per parcel, up roughly 9 per cent from $10.39 a year earlier, with more than 71 per cent of carriers citing fuel volatility as their number-one operational challenge and more than two in five having implemented a fuel surcharge. Aussie retailers are paying more to fulfil the same parcel that Amazon’s fulfilment network ships at scale. None of that is the retailers’ fault. It is the structure of the market.
Shippit co-CEO Rob Hango-Zada, speaking to AAP, framed the policy stakes plainly: “Protecting Australian retail and encouraging greater competition is super important, not just for the consumer, but also for the national economy.” The data is doing the rest of the talking.
The Asymmetry: Speed, Certainty, Expectation
The offshore funnel does not just compete on price. It competes on the boring stuff that quietly defines whether a sale converts. Shippit’s report shows Australian retailers are now advertising a 5.2-day delivery promise against an actual transit average of 2.2 days. That gap, where retailers under-promise to protect against the rare failure, is exactly what the offshore players exploit on the listing page. Hango-Zada called it out directly: “Retailers are essentially under-promising so they can over-deliver, but it has a massive impact on conversions.”
The expectation side is starker still. More than one in two Australians now say Amazon has raised their expectations of every other retailer they shop with. Cross-reference that with the Australia Post 2026 eCommerce Report, which puts Amazon AU inside 60 per cent of Australian households and Temu’s reach at 47 per cent. The funnel is not theoretical. It is sitting on more than half the country’s phones, and it has trained an entire shopping reflex.
What To Watch This Morning
Two macro reads land before lunch and both will inflect how retailers price the rest of EOFY. The Westpac Consumer Sentiment Index for June printed at 80.6, down 2.9 per cent on the month, sitting deep in the pessimist territory it has held since April. NAB Business Confidence releases at 11:30am AEST and the prior month’s NAB read showed retail price growth easing back to 1.5 per cent quarterly, the softest in two years. Wesfarmers hosts its strategy briefing in Sydney today. Click Frenzy fires from 7pm AEST 18 June. EOFY closes 30 June. The last fortnight of the financial year is where the deepest discount tags traditionally land across whitegoods, tech and furniture, and the deferral data from yesterday’s brief tells you exactly which categories are about to move.
Top 5 Deals of the Day
Today’s catch. Five Australian-owned or AU-stocked stores, five categories, all rotated fresh. Yesterday’s leaders are cooled down; the hunter never works the same patch two days running.
Discount
Princess PollyWomen's FashionUp to 80% off Princess Polly’s sale: dresses, denim, knits and going-out edits from the Australian-born, AU-owned label that ships from local warehouses across the country.80%OFF2
DecjubaWomen's FashionUp to 79% off Decjuba’s full sale: tailored separates, knits, leather and seasonal occasion wear from the Australian-owned national chain with stores in every state.79%OFF3
BettsShoesUp to 70% off Betts’ womens sale: heels, flats, boots and sandals across the Australian-owned footwear house that has been shoeing the country since 1892.70%OFF4
Academy BrandMen's FashionUp to 60% off Academy Brand’s seasonal sale: chinos, knits, jackets and tees from the Sydney-founded menswear label, with AU-stocked sizing across the full range.60%OFF5
Nine WestShoes / AccessoriesUp to 60% off Nine West’s clearance: pumps, sandals, boots and handbags from the Australian-stocked range, with Click & Collect at participating stores.60%OFF% discounts shown are indicative across each store’s sale range. Individual product savings vary.
Other Deals Worth a Look
Five deeper headline numbers in the pool today did not make the Top 5 because the categories were already taken or because the store has been rotated out under our three-day cooldown rule, but they earn a look. Rebel is still at up to 85% off on footwear and fan gear. Mossman is at 70% on its full womens collection. Eckersley’s Art & Craft is at 70% on paints, canvases and student bundles. Veronika Maine is at 70% on tailoring and occasion wear. Glassons is at 63% on knits and basics. All Australian-owned, all locally fulfilled.
The Counter-Funnel
So here is the brief, plainly.
The offshore funnel is real. It is fast. It is one click away. And it is forecast to take 36 cents of every Australian e-commerce dollar this year. That is not a complaint. That is the data.
What the data does not show is the other map. The one with 35,000 Australian retailers on it. Stores that hire locally. Stores that stock locally. Stores whose customer-service team you can reach by phone on a Tuesday. They are not absent from the internet. They are scattered across it.
That is the problem It’s On Sale was built to solve. Not to compete with Amazon on velocity. Not to out-distribute Temu. To do the one thing the offshore funnel cannot do, which is surface every genuine Australian sale, from every Australian store, in one search, every day, before lunch.
35,000 Aussie Stores. One Search. That is the offer. That is the whole offer.
The funnel will keep tilting. Amazon will keep raising expectations. Temu and Shein will keep advertising on every feed you scroll. We will keep doing what we do, which is auditing the Australian retail pool at dawn, ranking the deepest live deals, publishing the brief by 9am, and keeping the door open to every Aussie store that wants to be found.
This is the counter-funnel. It is already built. It is already here. It’s On Sale.
