New Zealand E-commerce Market Size, Share and Outlook - Growth Analysis Report and Forecast Trends (2026-2035)

Market Overview

The New Zealand e-commerce market is growing through a mix of local retailer investment and fierce offshore competition. Household budgets remain tight, so shoppers compare prices across marketplaces, retailer websites and overseas platforms before they buy, and store traffic keeps shifting online.

Three forces are shaping the market: omnichannel retailers using stores as collection and returns points, with Kmart promoting click and collect at its new Westgate store; rapid growth of cross-border platforms such as Temu; and a reset at some pure online players, as Mighty Ape cleared stock and changed management.

In February 2026 Mighty Ape reported a 25% fall in half-year revenue to NZ$65.2 million, and in August 2026 Trade Me named Kul Singh Kargil as chief executive. In September 2026 Briscoe Group reported record first-half sales and The Warehouse Group returned to an operating profit.

Key Market Trends and Insights

• Retailers lift online share: The Warehouse Group said in May 2026 that online sales rose 5.4% in its third quarter, taking online to 6.8% of sales, led by Noel Leeming.
• Strong omnichannel mix: Briscoe Group reported in September 2026 that online sales reached NZ$73.4 million, or 19.6% of first-half sales, up 2.07% in a period of flat store demand.
• Offshore platforms gain: Data from NZ Post, cited in February 2025, showed online department and variety stores such as Temu growing 33% in one year, well ahead of local sellers.
• Pure online reset: Mighty Ape reported in February 2026 that half-year revenue fell 25% to NZ$65.2 million as it cleared surplus stock, while marketplace and mobile contributions rose.

New Zealand E-commerce Market Size and Forecast

The market is moving from simple web stores towards connected shopping in which marketplaces, retailer apps, delivery options and store collection work together. Electronics and appliances lead in value because of high basket sizes, while health, beauty and personal care grows fastest as shoppers buy repeat items online. Retailer-owned websites and apps remain the largest platforms, yet cross-border marketplaces advance quickest on low prices. Home delivery stays dominant, but click and collect gains share as retailers invest in larger stores. Auckland remains the largest region, and the rest of New Zealand grows quickest as online shopping closes gaps in local store choice. Marketplace safety rules and retailer investment point to a durable shift in channel mix rather than a short cycle.

Key Takeaways: New Zealand E-commerce Market

Retailer Investment Anchors Online Growth

Revenue is on course to roughly double across the decade, from USD 5.20 billion in 2025 to USD 10.42 billion in 2035 at a 7.2% CAGR. The Warehouse Group lifted online sales by 5.4% in its third quarter, and Briscoe Group's online sales reached NZ$73.4 million in its first half.

Cross-Border and Beauty Categories Lead Growth

Electronics and Appliances hold the largest share, but Health, Beauty and Personal Care grows at an estimated 8.6% CAGR and Cross-Border Marketplaces at an estimated 9.6% CAGR through 2035. Temu-type platforms grew 33% in one year, according to NZ Post data cited in February 2025.

Stores Become Fulfilment Hubs

Retailers are using physical networks to speed delivery and returns, so click and collect grows fastest among fulfilment methods. Large stores now double as pickup points, and trading remains cautious.

• Kmart opened its largest New Zealand store at Westgate in September 2026
• Noel Leeming plans a flagship at 192 Queen Street, Auckland
• Warehouse Group sales were flat on a like-for-like basis in May 2026

New Zealand E-commerce Market Report Summary

Key Insight

Online retail is taking share from stores as retailers blend delivery with collection, while offshore platforms add price pressure. Auckland leads, and the rest of the country grows fastest.

Key Trends in the New Zealand E-commerce Market

The New Zealand e-commerce market is being reshaped by retailer profit recovery, strong omnichannel sales, soft household spending and rapid growth of low-price overseas platforms.

September 2026 - Warehouse Group Returns to Operating Profit as Noel Leeming Leads

• The Warehouse Group reported on 30 September 2026 that group operating profit rose to NZ$22.6 million, while sales were about NZ$3 billion.
• Noel Leeming earned an operating profit of NZ$21.8 million, which shows the strength of its electronics and online offer.
• Management said early trading was broadly in line with last year, signalling cautious but stable demand.

September 2026 - Briscoe Group Reports Record First-Half Sales with Online at 19.6%

• Briscoe Group reported on 16 September 2026 record first-half sales of NZ$374.2 million, up 0.79%.
• Online sales rose 2.07% to NZ$73.4 million, equal to 19.6% of group sales, while net profit fell 5.9% to NZ$27.6 million.
• Online now supplies about one fifth of sales at Briscoes and Rebel Sport, a steady channel shift in a soft market.

August 2026 - Stats NZ Reports Retail Card Spending Fell 0.9% in August

• Stats NZ said retail electronic card spending fell 0.9%, or NZ$63 million, in August 2026 compared with July 2026.
• Softer in-person spending pushes retailers to win sales through promotions, delivery offers and online loyalty programs.
• Cautious households tend to compare prices online, which favors marketplaces and low-price overseas platforms.

February 2025 - NZ Post Data Shows Temu-Type Platforms Up 33% in One Year

• A retail analyst citing NZ Post e-commerce data said in February 2025 that New Zealanders spent more than NZ$6 billion online in the preceding year, up 5%.
• Online department and variety stores such as Temu recorded the biggest increase, at 33%, as overseas spending outgrew domestic spending.
• Average overseas order values fell, which points to many small parcels and sharper price competition.

Key Insight

Retailer profit recovery, steady growth of online share and cautious household spending are the main forces, while price-led overseas platforms remain the main competitive risk for local sellers.

Recent Market Developments in the New Zealand E-commerce Market

Recent developments, presented from the most recent, show larger omnichannel stores, leadership change at Trade Me, rising online share at The Warehouse Group and a reset at Mighty Ape.

September 2026 - Kmart Opens Its Largest New Zealand Store at Westgate

• Kmart opened a 6,700 sq metre store at Westgate Town Centre, West Auckland, on 10 September 2026 with more than 50,000 products.
• Customers can order online and collect in store or from their car, and the store is the third to trade around the clock.
• Owner Wesfarmers is using big stores as pickup points, which supports click and collect growth.

August 2026 - Trade Me Names New Chief Executive and Backs Scam Protections

• Trade Me announced on 19 August 2026 that Kul Singh Kargil would succeed Anders Skoe, who steps down at the end of September.
• The marketplace signed the New Zealand Online Scams Code in July 2026, strengthening buyer trust in peer-to-peer trading.
• On 26 August 2026 its property arm launched an artificial intelligence search tool, showing continued product investment.

May 2026 - Warehouse Group Online Sales Rise 5.4% in Third Quarter

• The Warehouse Group said on 15 May 2026 that online sales grew 5.4% in the 13 weeks to 3 May 2026.
• Online reached 6.8% of group sales, up from 6.4%, driven mainly by Noel Leeming, while group sales fell 1.4% to NZ$700.8 million.
• Noel Leeming plans an Auckland flagship at 192 Queen Street, timed with the City Rail Link opening.

February 2026 - Mighty Ape Revenue Falls 25% as Parent Kogan Resets Operations

• Mighty Ape reported on 23 February 2026 that half-year revenue fell 25% to NZ$65.2 million, with an adjusted EBITDA loss of NZ$3.7 million.
• It cleared surplus stock, appointed Grant Henry as general manager and launched car and pet insurance through Cove.
• Marketplace, Mighty Mobile and Primate contributed more, showing a shift towards services and third-party sellers.

Key Insight

Larger omnichannel stores, leadership change at a leading marketplace and a stock reset at a pure online retailer show the sector adapting to cautious shoppers and tougher competition.

New Zealand E-commerce Industry Segmentation

The Expert Market Research’s report on the New Zealand E-commerce Market offers a detailed analysis of the market based on the following segments.

Market Breakup by Product Category

• Electronics and Appliances
• Fashion and Apparel
• Home, Furniture and Garden
• Health, Beauty and Personal Care
• Toys, Media and Hobby Goods
• Others

Electronics and Appliances lead in value, in our estimate, as Noel Leeming drove Warehouse Group online growth of 5.4% in the quarter to May 2026 and planned an Auckland flagship. Fashion and Apparel faces heavy price competition from overseas platforms. Home, Furniture and Garden gains from Kmart's 6,700 sq metre Westgate store opened in September 2026, and Briscoes reported online at 19.6% of first-half sales that month. Health, Beauty and Personal Care grows fastest at an estimated 8.6% CAGR through 2035, with Kmart placing beauty at its entrance. Toys, Media and Hobby Goods draws on specialist sellers such as Mighty Ape, and Others cover groceries and pet supplies.

Market Breakup by Platform Type

• Retailer-Owned Websites and Apps
• Domestic Online Marketplaces
• Cross-Border Marketplaces
• Brand Direct Stores
• Others

Retailer-Owned Websites and Apps lead, in our estimate, because The Warehouse Group, Briscoe Group and Kmart route growing shares of sales through their own channels. Domestic Online Marketplaces include Trade Me, which named a new chief executive in August 2026, and Mighty Ape's marketplace, which contributed more in its half-year to December 2025. Cross-Border Marketplaces grow fastest at an estimated 9.6% CAGR through 2035, after Temu-type platforms rose 33% according to NZ Post data cited in February 2025. Brand Direct Stores grow steadily as makers sell directly to shoppers.

Market Breakup by Fulfilment Method

• Home Delivery
• Click and Collect
• Cross-Border Parcel Delivery
• Others

Home Delivery leads, in our estimate, because most orders from domestic retailers and marketplaces still go to the front door, including those placed with Noel Leeming and Mighty Ape. Click and Collect grows fastest at an estimated 8.4% CAGR through 2035, as Kmart's Westgate store, opened on 10 September 2026, lets customers collect in store or from their car. Cross-Border Parcel Delivery covers small shipments from overseas platforms, where average order values fell in the preceding year according to NZ Post data cited in February 2025. Others include parcel lockers and same-day courier services.

Market Breakup by Region

• Auckland
• Wellington
• Canterbury
• Waikato
• Rest of New Zealand
• Others

Auckland dominates, in our estimate, as the largest population centre and home to Mighty Ape in Silverdale, Kmart's Westgate store opened in September 2026 and Noel Leeming's planned Queen Street flagship, and it grows at an estimated 6.6% CAGR through 2035 from a large, mature base. Rest of New Zealand is the fastest-growing region at an estimated 8.0%, as smaller towns rely on online ranges. Waikato grows at 7.7% and Canterbury at 7.4%, both helped by regional distribution links. Wellington grows at 6.9%, supported by public sector households and the base of Trade Me.

Competitive Landscape in the New Zealand E-commerce Market

Competition combines national chains, a leading domestic marketplace, a pure online retailer owned from Australia and overseas platforms. Entry barriers include fulfilment networks, supplier terms, marketplace trust and the cost of returns.

The Warehouse Group

The Warehouse Group, an Auckland-based retailer, operates The Warehouse, Warehouse Stationery and Noel Leeming, with online channels alongside stores. On 30 September 2026 it reported group sales of about NZ$3 billion and an operating profit of NZ$22.6 million, with Noel Leeming contributing NZ$21.8 million. In May 2026 it said online sales rose 5.4% and reached 6.8% of quarterly sales. Noel Leeming plans a flagship at 192 Queen Street, Auckland.

Trade Me

Trade Me, based in Wellington, runs New Zealand's best known online marketplace alongside property, motor and jobs classifieds. In August 2026 it announced that Kul Singh Kargil would take over as chief executive from Anders Skoe, who steps down at the end of September after seven years. It signed the New Zealand Online Scams Code in July 2026 and launched an artificial intelligence property search tool on 26 August 2026.

Mighty Ape

Mighty Ape, based in Silverdale north of Auckland, is a New Zealand online retailer and marketplace owned by Australia's Kogan. In August 2025 Kogan wrote down its investment by A$46.3 million after platform problems and weak consumer confidence. In February 2026 Mighty Ape reported half-year revenue down 25% to NZ$65.2 million, appointed Grant Henry as general manager, and launched car and pet insurance through Cove.

Briscoe Group

Briscoe Group, an Auckland-based retailer, operates Briscoes homeware and Rebel Sport, with strong websites alongside its store network. On 16 September 2026 it reported record first-half sales of NZ$374.2 million, up 0.79%, with online sales of NZ$73.4 million, or 19.6% of group sales. Net profit after tax eased 5.9% to NZ$27.6 million.

Other players operating in the New Zealand e-commerce market include Kmart New Zealand, PB Tech, Temu, Shein, and Amazon Australia, alongside specialist online retailers, grocery chains, brand direct stores, courier firms and small marketplace sellers serving shoppers across New Zealand.

Key Insight

Competition rests on delivery speed, price, ranges, marketplace trust and store networks that support collection and returns, while overseas platforms keep pressing on price.