Pattern’s Consumer Marketplace Report 2026 now available here.
Pattern’s Marketplace Reality Check
More than 90% of Australian online shoppers are now buying through marketplaces, and according to Pattern’s latest Marketplace Consumer Report, that’s not a spike. It’s structural.
In today’s exclusive episode, Merline McGregor, Pattern’s Managing Director for AZN, joins Add To Cart to unpack what that shift really means for brands navigating Amazon, TikTok Shop and AI-driven discovery. From Amazon’s continued dominance to the uncomfortable truth that your brand might already be selling on marketplaces without your control, this conversation challenges the idea that everything should still funnel neatly back to your DTC site.
If discovery is now fragmented across social, AI and search, but conversion is consolidating inside trusted ecosystems, where should brands actually focus? Merline breaks down why you can’t “out-Amazon” Amazon, why DTC is evolving into a credibility layer rather than always the first touchpoint, and why social commerce could soon sit alongside ecommerce as its own revenue-driving P&L.
Ecom isn’t getting messy. But commerce is.
Today, we’re discussing…
- Why over 90% of Aussies are now shopping via marketplaces
- The real reason Amazon keeps winning in Australia
- What “retail readiness” actually means for brands
- Why your product might already be on Amazon, without you controlling it
- How TikTok Shop could reshape ecommerce team structures
- The shift from single-channel ecommerce to fragmented commerce
Chapters
3:23 – Pattern’s Marketplace Consumer Report
7:30 – Marketplaces in Australia
10:50 – Winners, Strugglers, And Trends
16:20 – Marketplace Dynamics
21:20 – Platform Loyalty Over Brand
24:58 – Leveraging Amazon Data for Brand Insights
27:36 – The Importance of a Strong Launch Strategy on Amazon
30:13 – The Rise of Social Commerce in Australia
32:34 – TikTok Shop
35:22 – The Role of Social Commerce Managers
40:35 – Navigating Profitability Across Ecom Channels
45:00 – The Future of Ecom and Brand Diversification
Join us!
Come behind the scenes with Add To Cart Community: Join our crew of ecommerce operators chasing growth, sharing wins, and staying sharp with deep dives, live events and no-BS inspiration.
