Online sellers outpace discount chains as Australians chase cheaper deals: report

Kmart (58%) and Big W (45%) remain the top brands linked with low prices.

Australians are rethinking what counts as “cheap,” as global online retailers drive down perceptions of price, according to Roy Morgan’s report.

Kmart (58%) and Big W (45%) remain the top brands linked with low prices, but most traditional discount chains have lost ground over the past five years.

The Reject Shop’s “low price” reputation has declined 18 percentage points (pp) since 2020, whilst Big W’s has declined by 10 pps, and Target’s by 7 pps. In contrast, Amazon has gained 7 pp.

The rapid rise of Temu and Shein has accelerated this shift since October 2024.

Temu’s association with low prices has increased to 41% in the past year from 34%, overtaking The Reject Shop.

Shein has climbed to 27% from 23%, putting it on par with Bunnings and Target.