Should you sell on Catch, Kogan, MyDeal or Amazon Australia? An honest margin analysis before you build the integration

Quick answer: the AU marketplace integration market is full of tools (Codisto, CedCommerce, Omnivore, Market Sync) and full of articles selling those tools. What’s missing is the honest assessment of which marketplaces are worth integrating to at all, and the per-channel margin math that determines whether the build cost pays back. Catch and MyDeal take meaningfully more margin than most sellers expect; Kogan’s model rewards specific product categories and punishes others; Amazon Australia is a different animal that deserves its own integration strategy. This piece walks through the unit economics of each major Australian marketplace and the conditions where each one stops making commercial sense.

If you sell on Shopify or WooCommerce and you’re looking at the Australian marketplaces — Catch, Kogan, MyDeal, Amazon Australia, eBay AU, and a handful of category-specific platforms — you’ll find no shortage of guides telling you how to integrate. Almost all of them are written by the integration tool vendors (or affiliates of those vendors) and almost all of them frame the decision as “list your products across multiple marketplaces and reach more customers.”

The part those articles consistently skip is the unit economics. Each AU marketplace takes a different cut, charges different fees, handles returns differently, and rewards different product types. Without running the margin math against your specific products, the integration build can end up costing more than the channel ever earns back. We’ve seen sellers spend $15,000 integrating with a marketplace that, in retrospect, was never going to be profitable for their category.

This piece is the math nobody else writes. We’re going to walk through what each major AU marketplace actually charges, what categories work and which don’t, and the conditions where the integration is worth building. We have no affiliate relationships with any of the platforms named.

What the integration tools actually charge

Before talking about marketplace economics, it’s worth being clear about what the integration layer costs — because that’s the part the existing articles do cover, just not honestly.

The two dominant aggregators for Australian marketplaces:

• Codisto (Shopify-focused, also supports BigCommerce) connects Shopify to Amazon, eBay, Walmart, Kogan, Catch and MyDeal. Per published pricing as of mid-2026, plans start around US$29/month for the entry tier and scale to several hundred per month for higher-SKU plans.
• CedCommerce (broader platform coverage, WooCommerce-strong) offers per-marketplace connectors typically priced $19–$99/month each.

There are also dozens of category-specific or single-marketplace apps in the Shopify App Store and WooCommerce extension library. Most charge $20–$80/month per marketplace.

For a custom integration — direct API connection from your store or PIM to the marketplace’s API — expect $5,000–$25,000 per marketplace depending on the complexity of the catalogue mapping and order-fulfilment flow. That cost falls dramatically if you already have a normalised product catalogue and a queue-based order pipeline (the patterns we describe in why integrations break in production).

The aggregators are cheaper per month than custom; the trade-off is the per-listing limits, the lack of catalogue-specific business logic, and the dependency on a third party for category-mapping changes.

Catch: highest take rate, smallest category fit

Catch (formerly Catch of the Day) is Australia’s second-largest general marketplace by traffic. Wesfarmers acquired Catch in 2019 and the marketplace has shifted increasingly toward higher-margin sellers and away from deeply discounted lines.

What Catch takes from a sale (mid-2026, per published seller terms):

• Commission: 10–15% of the gross sale value, varying by category. Apparel, accessories, and homewares sit at the high end. Tools and outdoor equipment sit closer to 10%.
• Listing fees: nominal per-SKU monthly fees on some plans; waived on others.
• Payment processing: included in the commission for most categories.
• Returns and chargebacks: the seller bears the cost of returns; Catch’s customer-service team handles the customer-facing communication, which is genuinely a value-add.

Where Catch works:

• Branded apparel and accessories where the per-unit margin tolerates 12–15% commission. The traffic Catch sends to fashion and accessories listings is meaningful, and the customer is browsing rather than searching for a specific item, which favours visual products.
• Mid-price homewares (in the $40–$150 range) where Catch’s audience overlaps cleanly. The platform skews toward family households and discretionary purchases.
• Beauty and wellness consumables with repeat-purchase potential. Catch sells the first order; the seller’s job is to convert the customer to direct repeat purchases via DTC channels.

Where Catch doesn’t work:

• Low-margin commodity products where 12%+ commission swallows the margin entirely.
• Highly considered purchases where buyers want detailed product information, comparison, and reviews. Catch’s product pages favour visual immediacy over depth.
• Technical or fitment-sensitive items (auto parts, hardware specifics, anything with compatibility requirements) where Catch’s search and filtering surface doesn’t support the buying decision.

Realistic indicator that Catch is worth integrating to: your product is in apparel, accessories, beauty, homewares, or family-discretionary, your gross margin is above 50%, and your average order value is above $50. Outside that envelope, Catch’s commission structure typically eats more than the channel returns.

MyDeal: similar take rate, narrower category strength

MyDeal positions itself as an Australian-focused marketplace with strong presence in furniture, outdoor, and large-format goods. Woolworths acquired MyDeal in 2022; the marketplace has continued to focus on its category strengths since.

What MyDeal takes (mid-2026, per published seller terms):

• Commission: 10–15% on most categories; some specialised categories (large furniture, outdoor equipment) are at the lower end.
• Subscription tiers: MyDeal operates tiered seller plans with monthly fees that buy down the commission rate at higher volume.
• Payment processing: included.
• Returns: seller-borne, with platform-managed customer comms.

Where MyDeal works:

• Furniture and large homewares — this is MyDeal’s category sweet-spot. The marketplace’s audience is actively shopping for these categories, and the freight-heavy nature of the products makes the marketplace’s fulfilment partnerships genuinely valuable.
• Outdoor and garden equipment where the platform has built a credible buying audience.
• Health and beauty in larger pack sizes (the “bulk” positioning resonates with MyDeal’s audience).

Where MyDeal doesn’t work:

• Fashion and small accessories where Catch and traditional retailers dominate the buyer attention.
• Premium or luxury positioning — MyDeal’s audience is value-oriented and the platform’s aesthetic reinforces that. Listing premium goods alongside discount homewares damages the brand positioning.
• Single low-value items that don’t justify the commission on a per-order basis.

Realistic indicator that MyDeal is worth integrating to: your product is in furniture, large-format homewares, outdoor, or value-positioned health and beauty; your AOV is above $80; your freight model handles bulky-item delivery cost-effectively.

Kogan: marketplace where category fit determines everything

Kogan is the Australian marketplace where the category fit question matters most. The platform has strong organic traffic but its audience is highly category-segmented. Listings that fit Kogan’s strong categories (consumer electronics, appliances, gadgets) get meaningful visibility. Listings outside those categories often sit invisible regardless of how well they’re optimised.

What Kogan takes (mid-2026):

• Commission: typically 10–15% across most categories, with some variance for consumer electronics that runs slightly lower.
• Subscription: Kogan operates a seller subscription model with monthly fees that include a number of listings.
• Payment processing: included.
• Logistics: Kogan offers fulfilment options through Kogan Mobile fulfilment and other logistics partners; these can reduce the per-order cost for sellers with the right product profile.

Where Kogan works:

• Consumer electronics and accessories — phone cases, chargers, audio, peripherals. Kogan’s audience is searching for these categories specifically.
• Small appliances and gadgets under $200.
• Brand-licensed merchandise where the brand has consumer-electronics adjacency.

Where Kogan doesn’t work:

• Fashion and apparel — Kogan’s fashion category has weak organic traffic relative to dedicated fashion marketplaces.
• Premium positioning — same caveat as MyDeal; Kogan’s audience expectation is value.
• Anything genuinely premium-priced where buyers are doing direct brand searches rather than marketplace browsing.

Realistic indicator that Kogan is worth integrating to: your products are in consumer electronics, appliances, or gadgets; your gross margin is above 35%; you can absorb a 10–15% commission and still compete with direct sellers in your category.

Amazon Australia: different platform, different strategy

Amazon Australia is a different animal from Catch, Kogan, and MyDeal. It’s the largest marketplace by traffic, has the most sophisticated seller tooling, and operates at a different scale of ambition (and complexity).

What Amazon takes (mid-2026):

• Referral fee: 6–17% depending on category, with most categories at 12–15%. Books, electronics, and some specialty categories sit at the higher end; some accessory categories sit lower.
• Fulfilment fees if using FBA (Fulfilment by Amazon): varies by product size and weight, plus monthly storage fees. FBA is largely necessary for products in any competitive category because the listings without Prime eligibility don’t convert at meaningful rates.
• Subscription: Professional seller plan at A$49.95/month covers unlimited listings.
• Returns: Amazon handles customer-facing returns; sellers bear the cost.

Where Amazon works:

• Branded consumables with repeat-purchase potential where Amazon’s Subscribe & Save program drives subscription revenue.
• Categories where Amazon search dominates — books, audio, consumer electronics, household consumables. If buyers search Amazon first for your category, you have to be on Amazon.
• Products where FBA fulfilment economics work — products with high enough margin to absorb FBA fees and high enough turnover to avoid long-term storage charges.

Where Amazon doesn’t work:

• Low-margin commodity products where the combined referral fee + FBA + storage costs leave nothing.
• Heavy or oversized items where FBA fees become prohibitive.
• Premium fashion where Amazon’s brand positioning damages the perceived value of the product.
• Anything requiring detailed fitment, customisation, or pre-purchase conversation — Amazon’s buying flow doesn’t support these well.

Amazon Australia is also unique among the AU marketplaces in that the integration complexity is higher. Amazon’s catalogue structure (ASINs, parent-child variants, A+ content) is genuinely different from Shopify’s product model. The mapping work for a serious Amazon listing is materially more involved than for Catch or MyDeal.

Realistic indicator that Amazon Australia is worth integrating to: your category has meaningful Amazon search volume in AU, your products fit FBA’s fulfilment economics, you have brand or category strength that justifies the catalogue-mapping investment, and you’re prepared to engage with Amazon’s seller tooling (Seller Central, advertising console, brand analytics) as an ongoing operational responsibility rather than a one-time setup.

eBay Australia: the under-rated AU marketplace

eBay Australia is the marketplace AU sellers most often dismiss without running the numbers. The platform has the highest organic AU traffic of any general marketplace except Amazon, takes lower fees than Catch or MyDeal in most categories, and has a buyer base that overlaps cleanly with several seller categories that aren’t well-served by the other platforms.

What eBay takes (mid-2026, per published seller fees):

• Final value fee: typically 12–14% with category variance. eBay’s fee structure includes a payment processing component within the final value fee.
• Insertion fees: most sellers fall under monthly free-listing allowances.
• Promoted listings: optional CPC-style promotion that’s effective for surfacing listings to additional buyers.

Where eBay works:

• Auto parts and accessories — eBay’s AU parts compatibility tooling is genuinely strong, and the buyer base is shopping specifically for fitment-sensitive items.
• Refurbished electronics and trade-in goods where the platform’s buyer expectation matches the seller’s positioning.
• Specialty hobby and collector categories with established AU communities (cycling, fishing, gaming).
• Larger ticket items where buyers want the eBay buyer protection layer.

eBay’s reputation as a “C2C” platform is dated; serious B2C sellers are well-supported and the fee structure is competitive with the other marketplaces for most categories.

What this means for your integration decision

The honest framework for an AU seller deciding which marketplaces to integrate to:

1. Don’t list everywhere. The pattern of “use Codisto to push our catalogue to all six marketplaces at once” produces invisible listings on most of those marketplaces because the category fit isn’t there. Pick the two or three marketplaces where your category genuinely fits and invest in those properly.
2. Run the margin math per channel before integrating. Take your top-volume SKU, apply the marketplace’s commission rate, subtract any per-order fees, subtract realistic fulfilment cost, subtract realistic returns provision. Compare to your direct-channel margin on the same SKU. If the marketplace margin is below 60% of your direct-channel margin, the channel needs to deliver materially more orders to justify the integration.
3. Don’t use marketplace channels to clear inventory. This is the most common reason sellers integrate, and it’s also the one that most often produces channel-conflict problems with the seller’s direct customers. The marketplaces work as growth channels for products that already perform well, not as dumping grounds for inventory that doesn’t.
4. Use marketplaces to acquire customers you convert to direct. Most marketplaces don’t share customer email addresses with sellers (this is an explicit policy, not an oversight). Sellers who succeed long-term on marketplaces typically use the marketplace as a discovery channel and the package insert / brand experience to convert customers to direct relationships on subsequent purchases.

Custom vs aggregator for AU marketplace integration

The aggregator path (Codisto, CedCommerce, single-marketplace Shopify apps) is the right starting point for nearly every seller. The custom path is rarely justified unless you’re running thousands of SKUs across multiple marketplaces with marketplace-specific business logic that the aggregators don’t handle.

The conditions where custom starts making sense:

• 5,000+ SKUs across multiple marketplaces where the aggregator per-listing limits create per-month costs that exceed custom-build amortisation.
• Category-specific listing logic — rules for how products are described, priced, or bundled per marketplace that aren’t expressible in the aggregator’s mapping interface.
• Marketplace-specific catalogue depth — particularly Amazon A+ content, eBay item specifics for parts compatibility, or category-specific attribute requirements where the marketplace expects rich data the aggregator can’t supply.
• Multi-warehouse fulfilment with marketplace-specific routing — orders from Marketplace X dispatch from Warehouse A; orders from Marketplace Y dispatch from Warehouse B. Most aggregators don’t handle this cleanly.

If you’re in any of those situations, the custom integration earns its place. If you’re not, the aggregator is the right answer.

Common questions

How much do AU marketplaces actually take from a sale? Across Catch, Kogan, MyDeal, and Amazon Australia, expect 10–17% in commission depending on category, plus any payment processing, fulfilment fees, and returns provision. The all-in cost typically lands in the 15–22% range for most product categories. The lower-commission marketplace isn’t always the cheaper one once fulfilment fees and category-specific variance are accounted for.

Which AU marketplace is best for my category? Apparel and accessories: Catch and eBay. Consumer electronics and gadgets: Kogan and Amazon. Furniture and large homewares: MyDeal. Auto parts: eBay. Books, audio, household consumables: Amazon. Hobby/collector: eBay. The answer is rarely “all of them” — the category fit determines whether the channel produces meaningful sales.

Should I use Codisto, CedCommerce, or build custom? Aggregator path is cheaper for under ~2,000 SKUs across two or three marketplaces. Custom path makes sense above that scale, or when marketplace-specific business logic doesn’t fit the aggregator’s interface.

Will the marketplaces share customer email addresses with me? Generally no. Catch, MyDeal, Kogan, Amazon, and eBay all retain the customer relationship as a platform policy. Sellers who build durable marketplace presence typically use package inserts, brand experience, and post-purchase follow-up to convert customers to direct relationships on subsequent purchases.

What about Bunnings Marketplace, Officeworks, or category-specific platforms? Beyond the four general marketplaces above, there are several category-specific or retailer-marketplace hybrids (Bunnings Marketplace for trade and DIY, Officeworks for stationery and tech, various fashion-specific platforms). These are typically worth integrating only if your category is the platform’s primary focus and the platform’s AU traffic in your category is meaningful. The per-platform integration cost is harder to amortise across smaller marketplaces, which makes the category-fit question more important.

Is Amazon Australia worth it for a small seller? Depends heavily on category. For categories where Amazon search volume in AU is meaningful (books, audio, household consumables, branded electronics), Amazon is often the largest marketplace channel a seller can reach. For categories where the search volume isn’t there (premium fashion, specialty hobby, large furniture), the integration effort and ongoing operational requirement is usually not justified.

If you’re looking at AU marketplace integration and want the margin math run against your specific category and SKU mix, start a project and we’ll model the channel economics before any integration work begins.