Amazon recently sent a letter to a number vendors on its first-party (1P) platform informing them they would move to third-party (3P). What’s the change and why?  Under 1P, Amazon takes the inventory and price risk. Under 3P, the vendor (brand owner) takes these risks. Australian retail profit margins are generally higher than five years ago with gross margins better than feared. In our view, a key reason is that online retailers are less aggressive on price. Amazon’s shift is a good example of the shift in mindset. We expect retailers to sustain higher gross margins. The problem is their sales growth may remain underwhelming relative to operating cost growth.

This chart pack provides a range of insights about the online market in Australia including market size by category and penetration rates for a wide range of retailers. Three key insights from our analysis are – 1) Online retail growth is moderating, with the step down to single-digit growth impacting our forecasts for long-term share of sales. 2) Online retailers have shifted their focus to profitability, reducing the consumer appeal of online. 3) Amazon is continuing to take share from other marketplaces, now at 10% of all online retail in Australia.

Amazon’s latest Australian accounts show its market share gains are accelerating. In 2023, we calculate the online retailer had $5.8 billion in gross transaction value (GTV), which would account for one in $10 of all online spending by Australians. It could reach $10 billion in GTV over the next three years. While Amazon is winning share, we find that it is doing so rationally on price.

Amazon Australia’s 2022 financial results reveal the retailer has delivered very strong sales growth with improving profitability. This is in stark contrast to the declining sales and loss-making results for some online pure plays. In our view, Amazon is investing for the long-term, which is evident in its distribution centre infrastructure, marketing investment and Amazon Prime membership, which may now be one in four Australian households. The debate in our mind is how much money and time will be spent by Wesfarmers and Woolworths trying to establish their own online ecosystem. We expect it to be costly for all involved.

Amazon has made some noteworthy decisions in Australia. It now has a massive 200,000 sqm distribution centre (DC) operating in Western Sydney and has held back on raising the price of Prime, unlike the US. Is this a sign of more aggressive customer acquisition in Australia? Why is Prime so much cheaper here than in the US? In our view, Amazon is simply in its infancy. It will need to expand its same day delivery service before lifting the price of Prime. In order to offer same day delivery, Amazon probably needs 3-4x the DC capacity that it has today.

Amazon Australia recently released its financial accounts, providing an interesting perspective about the battle online. We calculate that Amazon grew gross transaction value by 48% to $2.6 billion in 2021. Catch Group and Kogan had broadly flat sales. Amazon’s EBITDA margin was 1.9%, which is better than Catch and Kogan. There is an increasing intensity of competition between Amazon, Wesfarmers and Woolworths to capture customers in their “digital ecosystem”. It is not clear who will be the winner. What is clear is that it will take time and money to be successful. The costs will likely outweigh the revenue gains over the next 1-3 years.